Article Abstract

"Drinking Under the Influence of TV Programming: How Do Alcohol Portrayals In Prime Time Television Programming Affect Viewers? "
|by Cristel A. Russell and Grube, Joel (2005). Work in progress.

Abstract: There is widespread concern over the potential effects that media portrayals of drinking, especially alcohol product placements, may have on alcohol consumption and drinking-related problems. This project addresses these issues via two inter-related studies of alcohol portrayals in television programming: (a) a content analysis study of a three 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 viewers of these shows to investigate the effects of such alcohol portrayals on perceptions and beliefs regarding drinking and identify the processes through which such portrayals shape viewers‚ responses and behaviors.

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