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Does televised drinking influence children's attitudes toward alcohol?

J B Kotch, M L Coulter, A Lipsitz

    Addictive Behaviors
    |January 1, 1986
    PubMed
    Summary

    Television exposure to alcohol consumption influenced boys' perceptions, suggesting potential effects of media on children's alcohol attitudes. Further research is recommended to understand these impacts.

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    Area of Science:

    • Child Psychology
    • Media Studies
    • Substance Use Research

    Background:

    • Media, particularly television, is a significant environmental factor influencing child development.
    • Previous research indicates a correlation between media portrayals of alcohol and adolescent drinking behaviors.
    • Understanding the subtle impacts of alcohol depiction on young viewers is crucial for public health.

    Purpose of the Study:

    • To investigate the immediate effects of observing alcohol consumption in television programs on fifth and sixth graders' alcohol-related attitudes.
    • To assess whether exposure to alcohol depiction in media alters children's subjective expected utility (SEU) regarding alcohol.
    • To identify potential gender-specific differences in responses to media alcohol portrayals.

    Main Methods:

    • Randomly assigned fifth and sixth graders to experimental (viewed programs with alcohol) and control (viewed programs without alcohol) groups.
    • Administered questionnaires on alcohol attitudes and subjective expected utility (SEU) immediately post-viewing.
    • Controlled for parental drinking habits and children's general television viewing time.

    Main Results:

    • No significant differences in overall alcohol attitudes or SEU scores were found between the groups.
    • A notable exception emerged among boys: those exposed to alcohol depiction were significantly more likely to perceive the benefits of alcohol as outweighing its drawbacks.
    • Parental drinking and home TV habits did not differ between the experimental and control groups.

    Conclusions:

    • Exposure to alcohol depiction in television programs may subtly influence boys' perceptions of alcohol's positive attributes.
    • The findings suggest a need for continued research into the effects of televised alcohol portrayals on children's developing attitudes.
    • Media literacy interventions may be beneficial in mitigating potential negative influences of alcohol depiction on young audiences.

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