van Hoof Joris J, de Jong Menno D T, Fennis Bob M, Gosselt Jordy F
Institute for Behavioral Research, Department of Technical and Professional Communication, Faculty of Behavioral Sciences, University of Twente, Enschede, The Netherlands.
Health Educ Res. 2009 Jun;24(3):421-9. doi: 10.1093/her/cyn037. Epub 2008 Jul 17.
Two studies are reported addressing the media influences on adolescents' alcohol-related attitudes and behaviours. A content analysis was conducted to investigate the prevalence of alcohol portrayal in a Dutch soap series. The coding scheme covered the alcohol consumption per soap character, drinking situations and drinking times. Inter-coder reliability was satisfactory. The results showed that alcohol portrayal was prominent and that many instances of alcohol use reflected undesirable behaviours. To assess the influence of such alcohol cues on adolescents, a 2x2 experiment was conducted focusing on the separate and combined effects of alcohol portrayal in the soap series and surrounding alcohol commercials. Whereas the alcohol commercials had the expected effects on adolescents' attitudes, the alcohol-related soap content only appeared to have unexpected effects. Adolescents who were exposed to the alcohol portrayal in the soap series had a less positive attitude towards alcohol and lower drinking intentions. Implications of these findings for health policy and future research are discussed.
本文报道了两项关于媒体对青少年酒精相关态度和行为影响的研究。进行了一项内容分析，以调查荷兰一部肥皂剧中酒精描绘的 prevalence。编码方案涵盖了每个肥皂剧角色的酒精消费量、饮酒场景和饮酒时间。编码员间的可靠性令人满意。结果表明，酒精描绘很突出，许多饮酒场景反映了不良行为。为了评估此类酒精线索对青少年的影响，进行了一项2×2实验，重点关注肥皂剧中酒精描绘与周围酒精广告的单独和综合影响。虽然酒精广告对青少年态度产生了预期效果，但与酒精相关的肥皂剧内容似乎只产生了意外效果。接触肥皂剧中酒精描绘的青少年对酒精的态度较不积极且饮酒意愿较低。讨论了这些发现对健康政策和未来研究的意义。
