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The Role of Alcohol-Related Media Exposure on Rural Thai Adolescents' Drinking Intention: A Structural Equation
Eakachai Kantawong1, Tsui-Sui Annie Kao2, Lorraine B Robbins2
1Boromarajonani College of Nursing Chiang Mai, Faculty of Nursing, Praboromrajchanok Institute, Chiang Mai, Thailand.
Exposure to pro-drinking media influences adolescent drinking intention through social norms and perceived control. Prevention efforts should boost media literacy and self-control skills in young people.
Area of Science:
- Adolescent Health
- Media Psychology
- Public Health
Background:
- Alcohol media exposure is linked to adolescent psychosocial factors, but underlying mechanisms for drinking intention and sex differences are unclear.
- Understanding these links is crucial for developing targeted prevention strategies.
Purpose of the Study:
- To examine associations between alcohol media exposure and drinking intention in rural Thai adolescents.
- To investigate the mediating roles of perceived drinking norms, attitudes, and perceived behavioral control.
- To explore the moderating effect of biological sex on these relationships.
Main Methods:
- Cross-sectional study of 474 rural Thai adolescents (mean age 14.54 years, 50.63% male).
- Data collected via self-administered surveys in public schools.
- Structural equation modeling used for data analysis.
Main Results:
- Attention to pro-drinking messages significantly predicted perceived drinking norms, attitudes, and perceived behavioral control.
- These psychosocial factors, in turn, were associated with increased drinking intention.
- Mediation effects were similar across sexes, but negative effects on perceived control were stronger in males.
Conclusions:
- Attention to pro-drinking media strongly predicts adolescent drinking intention, primarily via perceived norms and control.
- Interventions should focus on enhancing media literacy and strengthening adolescents' perceived control over alcohol use.
- Findings suggest a need for tailored prevention programs considering sex-specific effects.
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