Alcohol In The Media

Meredith B. Mason
University of Cincinnati
Dr. Rebecca Vidourek

The media, whether it is through television shows or advertising, influences

everyone on a daily basis. Adults, adolescents and children are bombarded with messages
from the media. Some of these messages are positive and some are not. Images and
messages portrayed in the media either intentionally or unintentionally impact and
influence the behaviors of the viewers watching. This paper will explore how the media,
specifically in terms of television pogramming and advertising, portray alcohol use and
how these portrayals influence the perception of children and adolescents of alcohol.

Television Shows/ Programming

As cited by Russell et al., (2013), television shows are the main source of
entertainment for adolescents, who spend about three hours and twenty minutes watching
TV a day (Nielsen Media, 2009; Rideout, Foehr & Roberts, 2010). Additionally, the more
a person watches television, the more likely their attitudes, beliefs and perceptions are
influenced by the messages that are provided by the programs (Russell et al., 2013).
Russell et al. (2013) found that watching a significant amount of television can be related
to their beliefs about the personal risks of alcohol use. It is important to understand how
alcohol use is depicted on television as it has influences how adolescents perceive alcohol
use and could influence alcohol use behavior as well.
As cited by Russell et al., (2013), Mathios et al., (1998) discovered that alcohol is
consumed often on television and adolescent characters are shown drinking alcohol more
than adult characters on programs. Drinking is viewed as positive through having fun by
partying hard (Russell et al., 2013 as cited by Russell, 2009). As cited by Russell &
Russell (2009) by Russell et al., (2013), in situation comedies, alcohol use is depicted at
an average rate of 6 minutes and 56 seconds per hour. It is no surprise that those

adolescents who tend to be less critical of the media in general and who watch several
hours each day of television may have a greater inclination to consume alcohol (Russell
et al., 2013). It is important to note that not all youth may be as influenced by television
portrayals of alcohol use. However, many adolescents are vulnerable to alcohol use. This
is a risk factor that needs to be taken into consideration by those who work with
adolescents, such as teachers, counselors and of course, parents.
Thankfully, research has found that some youth seem are more critical when
watching television shows. Atkinson et al., (2011) found that participants of their research
study on the media and adolescent perceptions of alcohol use actually criticized the
media for exaggerating the effects of teenage drinking. These participants also identified
that celebrity drinking was also exaggerated in the media to make it seem like celebrities
drink more than they actually do (Atkinson et al., 2011). These adolescents believed
celebrity drinking stories were often exaggerated or made up by publicists to promote the
celebrities and/or to sell a product (Atkinson et al., 2011). The results of the study
concluded that alcohol use of adolescents was based more on peer usage of alcohol and
the perceived acceptability of these peers of alcohol use.
It is apparent that some television shows exaggerate the positive influences of
drinking alcohol, especially in terms of adolescent use. However, Buskirk et al., (2012)
discovered that some television programs, like CSI and CSI-Miami downplay the
negative impact of alcohol. Data shows that 60% of criminals have used alcohol before
committing a crime, but on CSI, only 3.7% of crimes portrayed were associated with a
substance. In addition to television programs, television news reports only discuss
alcohol in about 1.4% of their news stories when public health reports associate alcohol

with about 50% of homicides (Buskirk et al., 2012). Though media often exaggerates the
fun and party aspects of alcohol use for adolescents, it does not appear to accurately
portray or report some of the negative aspects of alcohol use, like crime and violence.
This is important for adolescent viewers to be aware of so they can interpret media
portrayals of alcohol use more realistically. It is also important for parents and
professionals that work with adolescents to be able to explain the gaps in the media when
it comes to the negative influences of alcohol use.

Advertising

In addition to television shows, advertising and commercials are significant

aspects of the media. Like television programs, advertisements contain messages about
various products, including alcohol. In 2002, the American Medical Association (AMA)
actually called on the media industries to not air any alcohol advertisements before 10
PM and to not air these ads on shows that have 15% or more underage viewers (Kotulak,
2002). The AMA discovered through neuroimaging studies that adolescents that drink
alcohol have 10% smaller brain structures that control memory formation and higher
order thinking (Kotulak, 2002). The AMA was concerned about the portrayal of alcohol
and alcohol advertisements in the media, which is significant. This means that health
professionals realize that impact that advertising and television programs can have on
adolescent drinking behaviors and that the media has the responsibility to reduce certain
messages in order to promote adolescent health education.
In addition to adolescents perception of alcohol portrayals in the media, it is
important to explore how children, also active television watchers, interpret alcohol
advertising. Children quickly develop into adolescents and their beliefs on different

alcohol related media content can set the stage for their perceptions and behaviors
regarding alcohol as they age. A study by Nash et al., (2009) found that children were
enthusiastic about alcohol related advertisements, especially those with cartoons, an
animal or a character displaying humor and believed that these ads were directed towards
them. The study also found that the children recognized many alcohol advertisements
shown to them (Nash et al., 2009). Though this was just one research study, there are
some public health implications present. As the AMA directed in 2002, there should be a
limit on alcohol advertisements on television when children are watching TV.
Additionally, alcohol advertisements should not use methods that appeal to children, such
as cartoons and animals, to sell their product. It seems unethical and dangerous to
advertise a substance that is illegal and dangerous to children in a way that attracts them.
In sum, both television programs and advertisements portray alcohol use. The
research supports that some adolescents may interpret the portrayal of alcohol use as
positive, as it is shown on TV. Other adolescents are more critical about the programs and
celebrity news they watch in terms of alcohol. It is clear that the media tends to
exaggerate the positive, fun aspects of drinking alcohol, while downplaying the health
risks and other dangerous aspects of it, like violence. Lastly, the AMA realized that the
media needs to be more cautious of when and how they advertise alcohol. Though we
may underestimate the awareness of children to what they view on TV, research has
found that they connect to alcohol advertisements, especially when they highlight
cartoons, an animal or humor. These findings have public health implications as it seems
beneficial to limit or change portrayals of alcohol use in the media towards adolescents
and children to influence their future alcohol perceptions and behaviors.

References

Atkinson, A., Elliot, G., Bellis, M. & Sumnal, H. (2011). Young people, alcohol
and the media. Joseph Rowntree Foundation. Retrieved from:
http://www.jrf.org.uk/publications/young-people-alcohol-and-media.
Buskirk, M. C., Janish, C. D. and Lineberry, T. W. (2012), Alcohol, violence, and the
media. Acta Psychiatrica Scandinavica, 126: 8182.
Kotulak, R. (2002, Dec. 10). American Medical Association calls on television to curtail
alcohol ads. Knight Ridder Tribune Business News. Retrieved from:
http://search.proquest.com/docview/461982905?accountid=2909

Nash, A.S., Pine, K.J. & Messer, D.J. (2009). Television alcohol advertising:
Do children really mean what they say? British Journal of Developmental
Psychology, 27(1), 85-104.
Russell, C.A., Russell, D.W. & Boland, W.A. & Grube, J.W. (2014). Televisions
Cultivation of American adolescents beliefs about alcohol and the moderating
role of trait reactance. Journal of Children and Media, 8(1).