Insights on Media Alcohol Exposure Following Daily Self-Monitoring: Strategies for Prevention and Intervention in...

Adolescent exposure to alcohol-related media content is widespread and may contribute to early initiation and risky patterns of use. Using a sample of participants who self-monitored their alcohol exposure during adolescence, the aim of this qualitative study was to gain their perspectives on alcohol-related media exposure, its perceived influence, and potential strategies to mitigate associated risks.

Adolescents aged 15-18 were enrolled into a multi-burst (21 day bursts) ecological momentary assessment (EMA) study based on prior alcohol involvement (any lifetime use or having at least one close friend who consumed alcohol). Following completion of the EMA study, individuals who reported exposure to alcohol content in the media (minimum 10 instances across the EMA study period) were selected to participate in focus groups. Eight (N = 42; M age = 18.21; SD = 0.84; 42.9% woman; 40.5% White, 71.4% non-Hispanic) focus groups were conducted via Zoom. Transcripts were double-coded and thematically analyzed.

During the focus groups, youth perceived an increased awareness of the prevalence and sources of alcohol-related content, including from peers and family members. Four themes emerged as strategies identified by youth to mitigate the impact of media alcohol exposure: increasing accurate portrayals of alcohol risks, earlier alcohol education, greater government regulation of alcohol-related content, and promoting sobriety and sober culture. Participants recommended several strategies for more accurately portraying alcohol risks and harms on social media, such as infographics, short-form videos, real-time polls, disclaimers, and personal stories.

In a sample of youth who had previously self-monitored their exposure to alcohol content in media, findings highlight their understanding of alcohol exposure from a variety of media sources, including television, movies, and social media, and suggest a need for alcohol prevention strategies that involve educators, parents, policymakers, and social media platforms.