TV Alcohol Portrayals, Connectedness, and Drinking

电视酒精描写、关联性和饮酒

基本信息

批准号：
7026537
负责人：
Cristel Antonia Russell
金额：
$ 16.44万
依托单位：
PACIFIC INSTITUTE FOR RES AND EVALUATION
依托单位国家：
美国
项目类别：
财政年份：
2005
资助国家：
美国
起止时间：
2005-03-05 至 2008-02-28
项目状态：
已结题

项目摘要

DESCRIPTION (provided by applicant): There is widespread concern over the potential effects that media portrayals of drinking, especially alcohol product placement, 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 provide a definitive answer to the question of whether and how these portrayals affect drinking knowledge, beliefs, and behaviors. Moreover, there is only a limited understanding of alcohol related themes and images portrayed in television programming and how viewers interpret, understand, and respond to them. In order to address these issues, we propose two interrelated studies of television alcohol portrayals. The two proposed studies are: a content analysis of an eight-week composite sample of regular TV series focusing on the themes, images, and other characteristics of alcohol portrayals in television programming, and (b) an on-line survey of a diverse sample of viewers of these shows to investigate the effects of such alcohol portrayals on perceptions and beliefs regarding drinking. 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' responses and behaviors. Our conceptual model draws from television connectedness research (Russell & Puto, 1999) and takes into account the mediating role of the relationships viewers form with television characters on the influence that viewers receive from television programs. Consumption portrayals in the television program context more strongly affect highly connected viewers' beliefs and behaviors because they view the TV characters displaying these consumptions as referent others and thus behavioral models. The results will provide a firmer basis for designing prevention strategies to counter the effects of TV-based alcohol portrayals on people's drinking beliefs and behaviors.

描述（由申请人提供）：人们普遍担心媒体对饮酒的描述，尤其是酒精产品植入，可能对酒精消费和饮酒相关问题产生潜在影响。尽管媒体中关于酒精的争论很重要，但现有的研究并没有为这些描述是否以及如何影响饮酒知识、信仰和行为的问题提供明确的答案。此外，人们对电视节目中描绘的与酒精相关的主题和图像以及观众如何解释、理解和回应它们的了解有限。为了解决这些问题，我们提出了两项关于电视酒精描绘的相互关联的研究。这两项拟议研究是：对为期八周的常规电视剧综合样本进行内容分析，重点关注电视节目中酒精描绘的主题、图像和其他特征，以及 (b) 对不同样本的在线调查调查这些节目的观众对酒精的描述对饮酒的看法和信念的影响。总之，拟议的研究将增强我们对当前电视节目中酒精描绘的频率和类型的理解，并确定此类描绘可能塑造观众反应和行为的过程。我们的概念模型借鉴了电视连通性研究（Russell & Puto，1999），并考虑了观众与电视角色之间形成的关系对观众从电视节目中获得的影响的中介作用。电视节目背景下的消费描绘更强烈地影响高度互联的观众的信念和行为，因为他们将显示这些消费的电视角色视为参考他人，从而视为行为模型。研究结果将为设计预防策略提供更坚实的基础，以抵消电视中的酒精描绘对人们饮酒信念和行为的影响。