Dumbili Emeka W, Henderson Lesley
Department of Social Sciences, Media and Communications, College of Business, Arts and Social Sciences, Brunel University London, Kingston Lane, Uxbridge, London, UK.
IInstitute of Environment, Health and Societies, Brunel University London, Kingston Lane, Uxbridge, London, UK.
Health Educ Res. 2017 Jun 1;32(3):279-291. doi: 10.1093/her/cyx043.
Nigeria has high levels of alcohol consumption, and little or no regulation of the alcohol industry. There is a dearth of studies exploring young adults' drinking in a Nigerian context with only a few predominantly quantitative surveys. These do not explore the social meanings attached to drinking practices nor do they shed light on potential gender differences and how these are mediated by popular media. This qualitative study addresses this gap with semi-structured interviews involving 31 undergraduate students. It identifies that media consumption shapes drinking behaviour in ways which are highly patterned and gendered. Participants with high consumption of both Hollywood films and popular American reality television series associate heavy alcohol consumption with high social status, economic independence and gender equality. By contrast, Nollywood (local) films which are intended to act as moral tales and warn of the dangers of drinking appear paradoxically to support participants' views of alcohol as positive (alleviating anxiety, depression and menstrual discomfort). Nigeria currently has no serious regulation of alcohol on television which is embedded in everyday life. Attempts to develop wider public health campaigns and policies should take this saturated media landscape into account to develop harm reduction strategies which are linked directly to media literacy programmes.
尼日利亚的酒精消费量很高，而对酒精行业几乎没有监管。在尼日利亚的背景下，探索年轻人饮酒情况的研究很少，仅有一些主要是定量的调查。这些调查既没有探究饮酒行为所附着的社会意义，也没有揭示潜在的性别差异以及大众媒体如何对这些差异产生影响。这项定性研究通过对31名本科生进行半结构化访谈填补了这一空白。研究发现，媒体消费以高度模式化和性别化的方式塑造饮酒行为。大量观看好莱坞电影和美国热门真人秀节目的参与者将大量饮酒与高社会地位、经济独立和性别平等联系起来。相比之下，旨在充当道德故事并警示饮酒危害的尼日利亚本土电影，却似乎自相矛盾地支持了参与者将酒精视为积极事物（缓解焦虑、抑郁和经期不适）的观点。尼日利亚目前对融入日常生活的电视上的酒精宣传没有严格监管。在制定更广泛的公共卫生运动和政策时，应考虑到这种媒体充斥的情况，制定与媒体素养计划直接相关的减少危害策略。
