Van Den Bulck Hilde, Simons Nele, Gorp Baldwin Van
Department of Communication, University of Antwerp, Sint Jacobstraat 2, 2000 Antwerp, Belgium.
J Stud Alcohol Drugs. 2008 Nov;69(6):933-40. doi: 10.15288/jsad.2008.69.933.
This study analyzed the framing of alcohol consumption in the American adolescent drama series The OC.
All 51 episodes of Seasons 1 and 2 of The OC were coded for visual and verbal references to beverage use on the level of the scene (n = 1,895) and on the level of the drinking act (n = 1,033). Subsequently, all episodes were analyzed qualitatively through an inductive frame analysis.
Although the public's perception of The OC is that alcohol was overrepresented in this series, the quantitative results show the opposite. The focus was on active consumption and solitary drinking of alcohol, but in absolute terms there were more nonalcoholic drinking acts. The OC represents a trend break, compared with earlier analyses of alcohol consumption in television fiction: More than half of all alcoholic drinking acts involved women, and almost one third involved adolescents. The qualitative frame analysis revealed two commonly used frames (alcohol consumption as an "obligatory outlet" and alcohol consumption as "escapism") and two less frequently applied frames ("celebrate without the sauce" and alcohol addiction as "sickness").
The findings suggest that the concept of framing might contribute to this field of study by analyzing the underlying cultural frames that suggest how the receiver may interpret the consumption of alcohol in fictional television programs.
本研究分析了美国青少年电视剧《橘子郡男孩》中饮酒情节的呈现方式。
对《橘子郡男孩》第1季和第2季的全部51集进行编码，记录场景层面（n = 1895）和饮酒行为层面（n = 1033）中对饮料使用的视觉和语言提及。随后，通过归纳性框架分析对所有剧集进行定性分析。
尽管公众认为《橘子郡男孩》中酒精的呈现过多，但定量结果却相反。重点是积极饮酒和独自饮酒，但从绝对数量来看，非酒精类饮酒行为更多。与早期对电视剧中饮酒情节的分析相比，《橘子郡男孩》呈现出一种趋势转变：所有饮酒行为中，超过一半涉及女性，近三分之一涉及青少年。定性框架分析揭示了两种常用框架（饮酒作为“必要发泄途径”和饮酒作为“逃避现实”）以及两种较少应用的框架（“不喝酒庆祝”和酒精成瘾作为“疾病”）。
研究结果表明，框架概念可能通过分析潜在的文化框架，为该研究领域做出贡献，这些文化框架揭示了受众可能如何解读虚构电视剧中的饮酒情节。
