Alcohol in the Media
The presentation of alcohol and other drugs in the media has received both scrutiny and criticism. As a result, researchers have started to explore the types of portrayals of, in particular, alcohol use in television programs and advertisements and the influence of those portrayals on adolescents.
Television Depiction of Alcohol Use
Multiple studies indicate an abundance of alcohol use in entertainment programming. In their review of prime-time television content from1976 to 1982, Warren Breed and his colleagues(1984) found that in the television world, alcohol was the most consumed beverage, followed by coffee, tea, soft drinks, and then water. In reality, the pattern of consumption is the opposite. Alan Mathios and his associates (1998) looked at almost three hundred prime-time programs during the 1994-1995 television season. They found that alcohol use was portrayed on television more frequently than the use of any other food or drink. Even music television portrays a great deal of alcohol use. Robert DuRant and his colleagues (1997) reviewed more than five hundred videos shown on VH1 (Video Hits 1), MTV (Music Television), BET (Black Entertainment Television), and CMT (Country Music Television). More than 25 percent of the videos included alcohol use.
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