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Drinking on television; a preliminary study with emphasis on method.

W K Garlington

    Journal of Studies on Alcohol
    |November 1, 1977
    PubMed
    Summary
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    This study introduces a new method to count alcohol-related scenes in TV shows and ads. This helps researchers track alcohol marketing exposure on television.

    Area of Science:

    • Media Studies
    • Public Health
    • Communication Research

    Background:

    • Alcohol consumption is a significant public health concern.
    • Television remains a dominant medium for content consumption and advertising.
    • Previous methods for quantifying alcohol-related content may lack standardization or comprehensive scope.

    Purpose of the Study:

    • To develop and describe a novel procedure for systematically assessing the frequency of alcohol-related events.
    • To provide a standardized tool for researchers studying media content and its potential impact.
    • To quantify alcohol-related content across different television genres and commercial breaks.

    Main Methods:

    • A detailed content analysis protocol was designed.
    • The procedure involved defining specific criteria for identifying alcohol-related events.

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  • The method was applied to a sample of television programming and advertisements.

    • Main Results:

    • The described procedure allows for reliable and valid measurement of alcohol-related events.
    • Initial application demonstrated the feasibility of quantifying such events across diverse media content.
    • Data on the frequency of alcohol-related events can be systematically collected.

    Conclusions:

    • The developed procedure offers a valuable tool for media content analysis.
    • This method can aid in understanding the extent of alcohol exposure through television.
    • Further research can utilize this procedure to investigate the relationship between media exposure and alcohol-related behaviors.