There is widespread concern over the potential effects that alcohol product placements, other media portrayals of drinking, and alcohol advertising may have on alcohol consumption and drinking-related problems. Despite the importance of the debate over alcohol in the media, the available research does not prov de a definitive answer to the question of whether and how these portrayals may affect drinking knowledge, beliefs, and behaviors. ? ? To address these issues, we propose two inter-related studies of: a content analysis (Study 1) and an on-line survey (Study 2). Study 1 will undertake detailed content analyses of a three week composite sample of television programs using trained coders. These content analyses will focus both on objective characteristics of the program and on more subjective aspects of the alcohol portrayals. Study 2 will consist of a cross-sectional on-line survey of viewers of the programs analyzed in Study 1. The primary objectives of Study 2 are (a) to explain if, and under what circumstances, exposure to drinking in and connectedness to television programs are related to viewers' drinking beliefs and behaviors, (b) to determine the mediating and moderating effects of connectedness connectedness to television programs on recall of alcohol placements and to drinking beliefs and behaviors, and (c) to test a two-route model of how alcohol portrayals ultimately affect drinking intentions and behaviors. ? ? Together, the proposed studies will enhance our understanding of the frequencies and types of alcohol portrayals in current television programming and identify the processes through which such portrayals may shape viewers' beliefs and behaviors. The results will provide a firmer basis for designing prevention strategies to counter the potential effects of """"""""l-V-based alcohol portrayals on people. ? ?

Agency
National Institute of Health (NIH)
Institute
National Institute on Alcohol Abuse and Alcoholism (NIAAA)
Type
Exploratory/Developmental Grants (R21)
Project #
3R21AA014897-01A1S1
Application #
7119866
Study Section
Special Emphasis Panel (ZAA1)
Program Officer
Hilton, Michael E
Project Start
2005-03-05
Project End
2007-02-28
Budget Start
2005-09-05
Budget End
2006-02-28
Support Year
1
Fiscal Year
2005
Total Cost
$44,782
Indirect Cost
Name
Pacific Institute for Research and Evaluation
Department
Type
DUNS #
021883350
City
Beltsville
State
MD
Country
United States
Zip Code
20705
Russell, Cristel Antonia; Russell, Dale W (2009) Alcohol Messages in Prime-Time Television Series. J Consum Aff 43:108-128
Russell, Cristel Antonia; Russell, Dale W; Grube, Joel W (2009) Nature and Impact of Alcohol Messages in a Youth-Oriented Television Series. J Advert 38:97-112
Russell, Dale W; Russell, Cristel Antonia (2008) Embedded alcohol messages in television series: the interactive effect of warnings and audience connectedness on viewers'alcohol beliefs. J Stud Alcohol Drugs 69:459-67