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Alcohol on prime-time television.

L Wallack, W Breed, J Cruz

    Journal of Studies on Alcohol
    |January 1, 1987
    PubMed
    Summary

    Alcohol references were frequent on 1984 television, appearing in 80% of episodes. Dramatic series showed the most alcohol use, with viewers potentially seeing over 20 drinking acts nightly.

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    Area of Science:

    • Media Studies
    • Public Health
    • Sociology

    Background:

    • Alcohol consumption is a significant public health concern.
    • Media portrayals can influence societal norms and individual behaviors regarding alcohol.

    Purpose of the Study:

    • To quantify the presence and frequency of alcohol acts in prime-time television programming from 1984.
    • To analyze differences in alcohol depiction across television genres.

    Main Methods:

    • Content analysis of 122 hours of prime-time television from Fall 1984.
    • Categorization of alcohol appearances (verbal, visual, ingestion) and drinking acts per hour.
    • Genre-specific analysis, focusing on dramatic series.

    Main Results:

    • Alcohol appeared in approximately 80% of the 116 studied episodes.
    • Dramatic series featured alcohol in 90% of episodes, with an average of 11 drinking acts per hour.
    • Overall sample averaged 10.65 drinking acts per hour; 60% of programs depicted alcohol ingestion.

    Conclusions:

    • Television programming in 1984 frequently depicted alcohol, particularly in dramatic series.
    • The high frequency of alcohol portrayals suggests potential for significant audience exposure and influence.
    • This study highlights the need for continued monitoring of alcohol representation in media.

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