NCJ Number
115091
Journal
Contemporary Drug Problems Volume: 15 Issue: 2 Dated: (Summer 1988) Pages: 281-319
Date Published
1988
Length
39 pages
Annotation
This review of studies of the effects of alcohol advertising, alcohol educational campaigns, images of alcohol in the media, and the media as a forum for alcohol issues argues that research on the media should be based on the specific cultural and historical context of drinking patterns and opinions.
Abstract
From the standpoint of alcohol policy aimed at the prevention of alcohol-related problems, the way in which the mass media currently present alcohol issues leaves much to be desired. In addition, current research methodology is incapable of clarifying the relationships between the mass media and their audiences in such a way that questions concerning the influence of the media can be answered. More attention needs to focus on the relationship between the media representations of alcohol and the actual drinking culture as well as opinion on alcohol issues. In addition, the recipients' active role in the interpretation of mass media messages needs clearer recognition. To prevent alcohol problems, media campaigns linked with community action may produce greater effects than either alone. Proponents of alcohol policies should also make direct contacts with media representatives and should argue for their case in public. Table, notes, and 125 references.