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Quantifying audio visual alcohol imagery in popular Indian films: a content analysis
Rohith Bhagawath1, Muralidhar M Kulkarni1, John Britton2
1Community Medicine, Kasturba Medical College, Manipal Academy of Higher Education, Manipal, Karnataka, India.
Nearly all popular Indian films feature alcohol imagery, regardless of age or language rating. This pervasive content poses a risk to young people, highlighting the need for stricter regulations on alcohol depiction in media.
Area of Science:
- Public Health
- Media Studies
- Substance Abuse Research
Background:
- Exposure to alcohol imagery in films significantly influences alcohol consumption patterns in young people.
- There is a lack of comprehensive data on alcohol imagery content within films from low- and middle-income countries.
- This study focuses on the Indian film industry, a major cultural influence in a populous, diverse region.
Purpose of the Study:
- To quantify and analyze the presence and nature of alcohol imagery and branding in popular Indian films.
- To investigate the distribution of alcohol imagery in relation to film language (Hindi vs. regional) and age-appropriateness ratings (U and UA).
- To provide evidence for potential public health interventions regarding media exposure to alcohol.
Main Methods:
- An observational study employing semiquantitative content analysis.
- A 5-minute interval coding system was used to systematically record alcohol imagery and brand appearances.
- A total of 30 national box office hit films released between 2015 and 2017 were analyzed.
Main Results:
- Alcohol imagery was present in 97% of the analyzed films.
- Actual alcohol consumption scenes appeared in 83% of films, across 10% of coded intervals.
- The prevalence of alcohol imagery did not significantly differ between Hindi and regional language films, nor between U and UA age ratings.
Conclusions:
- The findings indicate near-universal presence of alcohol imagery in popular Indian cinema, irrespective of content ratings or language.
- Urgent measures are recommended to curb alcohol depiction in films to safeguard youth health.
- Future research should extend to monitoring alcohol imagery across other social media platforms.
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