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Alcohol portrayal on television affects actual drinking behaviour
Rutger C M E Engels1, Roel Hermans, Rick B van Baaren
1Behavioural Science Institute, Radboud University Nijmegen, Nijmegen, The Netherlands. r.engels@bsi.ru.nl
Alcohol and Alcoholism (Oxford, Oxfordshire)
|February 25, 2009
Summary
Exposure to alcohol in movies and commercials significantly increases alcohol consumption in young adults. Even brief exposure to drinking portrayals in media can lead to greater alcohol intake.
Area of Science:
- Media Psychology
- Behavioral Science
- Public Health
Background:
- Alcohol portrayal in media is often positive, potentially influencing young people's drinking habits.
- Previous research suggests a correlation between media exposure and alcohol consumption.
Purpose of the Study:
- To experimentally investigate the causal relationship between alcohol portrayal in movies and commercials and actual alcohol consumption.
- To determine if media exposure to alcohol promotes increased drinking behavior in young adults.
Main Methods:
- A controlled experiment was conducted in a bar laboratory setting with young adult males.
- Participants were exposed to movie clips with varying levels of alcohol portrayal and commercial breaks (with or without alcohol advertisements).
- Beverage consumption (non-alcoholic and alcoholic) was measured during a 1-hour viewing period.
Main Results:
- Individuals exposed to significant alcohol portrayals in movies or commercials consumed more alcohol.
- Participants viewing media with both movie and commercial alcohol content drank an average of 1.5 glasses more alcohol in 1 hour compared to those with no alcohol exposure.
- Both movie and commercial alcohol depictions independently contributed to increased consumption.
Conclusions:
- This study establishes a causal link between exposure to drinking models in media and alcohol commercials and acute alcohol consumption.
- Media portrayals of alcohol consumption can directly influence immediate drinking behavior.
- Findings highlight the impact of media on alcohol intake and suggest potential targets for public health interventions.
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