Television portrayal of alcohol and other beverages.

Cafiso, Jenny; Goodstadt, Michael S.; Garlington, Warren K.; Sheppard, Margaret A.

doi:10.15288/jsa.1982.43.1232

Cited by 25 publications

(19 citation statements)

References 6 publications

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“…The wider media context in which such campaigns are placed must therefore be acknowledged. Research shows that alcohol is the most-depicted beverage and substance on British television, portrayed as a positive aspect of social interaction and with few negative effects portrayed (Bulke et al, 2009;Cafiso, Goodstadt, Garlington, & Sheppard, 1982;Furham et al, 1997;Hansen, 1988;Hansen, 2003;Pendleton et al, 1991;Wallack, Grube, Madden, & Breed, 1990). While, to some extent, media representations of alcohol reflect a common leisure activity, a selective and exaggerated picture of alcohol use is portrayed which often contradicts those messages disseminated in alcohol awareness campaigns (Hansen, 2003;Van Hoof, De Jong, Fennis, & Gosselt, 2009).…”

Section: Discussionmentioning

confidence: 99%

Depictions of alcohol use in a UK Government partnered online social marketing campaign:Hollyoaks ‘The Morning after the night before’

Atkinson

Sumnall

Measham

2011

Drugs: Education, Prevention and Policy

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Aims: This study analysed the depiction of alcohol in an online government partnered social marketing campaign: Hollyoaks 'The Morning After the Night Before'. This was a new initiative, providing Internet-delivered episodes of a popular terrestrial drama targeted at young people. Methods: All the 12 episodes were coded for visual representations of alcohol, drinking acts and alcohol effect references. The drinking setting, point in time, type of alcoholic beverage consumed, drinker's demographics, effects/consequences of drinking, and official and unofficial responses to alcohol consumption and related harms were also coded. Audience comments were then categorized according to their content in order to gain an insight into viewers' thoughts regarding the campaign. Findings: A wide variety of data is reported. Most representations of alcohol were positively framed, and were depicted without immediate consequence. No explicit sensible drinking messages were included in the episodes. Analysis of viewer feedback indicated a lack of awareness of the intentions of the campaign and little discussion of alcohol-related issues was generated. In contrast, viewers seemed to reject the depictions of alcohol portrayed, and identified with, or admired, the central characters. Further analysis indicated little coherence between alcohol framing in the online campaign and representations in the terrestrial TV series. Conclusions: This article uses the example of KYL/ Hollyoaks to draw attention to the emergent use of the internet and other new media in health promotion. New media provides creative new opportunities to engage young people with health-promoting messages. However, although new ways of delivery are important they should be part of a co-ordinated and internally consistent campaign, present realistic depictions of alcohol use, and be based upon clear evidence-based principles.

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Section: Discussionmentioning

confidence: 99%

Depictions of alcohol use in a UK Government partnered online social marketing campaign:Hollyoaks ‘The Morning after the night before’

Atkinson

Sumnall

Measham

2011

Drugs: Education, Prevention and Policy

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“…Numerous studies have found that alcohol, tobacco, and other drug (ATOD) use is frequently depicted in the popular media, including movies, daytime and primetime scripted television, and music videos 1 – 7. Research also suggests that viewing such images in the media can affect the beliefs and behaviours of viewers regarding substance use and that young people are particularly susceptible to these messages 8 – 12.…”

Section: Introductionmentioning

confidence: 99%

Depictions of substance use in reality television: a content analysis of The Osbournes

Blair

Yue

Singh

et al. 2005

BMJ

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19 Ylikahri RH, Leino T, Huttunen MO, Poso AR, Eriksson CJ, Nikkila.Effects of fructose and glucose on ethanol-induced metabolic changes and on the intensity of alcohol intoxication and hangover. Review methods Three reviewers watched all 10 episodes of the first season and coded incidents of substance use according to the substance used (alcohol, tobacco, or drugs), the way use was portrayed (visually or verbally), the source of the message (the character in the show involved in the incident), and the slant of the incident (endorsement or rejection). Main outcome measuresThe variation in number of messages in an average episode, the slant of messages, and message source.Results The average number of messages per episode was 9.1 (range 2-17). Most drug use messages (15, 54%) implied rejection of drugs, but most alcohol messages (30, 64%) and tobacco messages (12, 75%) implied endorsements for using these substances. Most rejections (34, 94%) were conveyed verbally, but most endorsements (36, 65%) were conveyed visually. Messages varied in frequency and slant by source. Conclusions The reality television show analysed in this study contains numerous messages on substance use that imply both rejection and endorsement of use. The juxtaposition of verbal rejection messages and visual endorsement messages, and the depiction of contradictory messages about substance use from show characters, may send mixed messages to viewers about substance use.

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“…Previous quantitative research (8,9,11,(13)(14)(15)(16)22) has mainly focussed on the number of times a substance is used in the course of an hour on TV, and not on the actual number of characters using substances. These studies have given the impression that characters using addictive substances on TV are ubiquitous and far exceed actual rates of substance use in the U.S. population, whereas our results suggest that, at least for prime-time, the converse is true.…”

Section: Discussionmentioning

confidence: 99%

Use of Alcohol, Illicit Drugs, and Tobacco among Characters on Prime–Time Television

et al. 2002

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Previous research of addictive substances suggests that use of alcohol, illicit drugs, and tobacco is overrepresented on prime-time television (TV). These studies, however, have relied on frequency counts of the substance, rather than the prevalence of use among characters. Therefore, the objectives of this study were to compare the prevalence of alcohol, illicit drug, and tobacco users among characters on prime-time TV during 1995 and 1996 with rates of use in the United States. In addition, we determined if the ratio of male to female, young to old, and white to minority addictive substance users on prime-time TV were similar to the equivalent U.S. ratios. Comparing results for prime-time TV characters versus the U.S. population (respectively), 11.0% (99% CI, 9.8-12.1) drank alcohol versus 51.0%; 0.8% (99% CI, 0.5-1.1) used illicit drugs versus 6.1%; and 2.5% (99% CI, 2.0-3.1) smoked tobacco versus 28.9%. In addition, no consistent pattern was evident in our analyses that assessed whether addictive substance users on prime-time TV were more frequently represented as men, young, or minority compared to the similar U.S. ratio. These results indicate that contrary to prevailing beliefs, alcohol, illicit drug, and tobacco users are uncommon on prime-time TV and are less prevalent than in the U.S. population.

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Television portrayal of alcohol and other beverages.

Cited by 25 publications

References 6 publications

Depictions of alcohol use in a UK Government partnered online social marketing campaign:Hollyoaks ‘The Morning after the night before’

Depictions of alcohol use in a UK Government partnered online social marketing campaign:Hollyoaks ‘The Morning after the night before’

Depictions of substance use in reality television: a content analysis of The Osbournes

Use of Alcohol, Illicit Drugs, and Tobacco among Characters on Prime–Time Television

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