Rao Ravindra, Panda Udit, Gupta Swati Kedia, Ambekar Atul, Gupta Snehil, Agrawal Alok
National Drug Dependence Treatment Centre, Department of Psychiatry, All India Institute of Medical Sciences, New Delhi, India.
Indian J Psychiatry. 2020 Mar-Apr;62(2):159-166. doi: 10.4103/psychiatry.IndianJPsychiatry_294_19. Epub 2020 Mar 17.
Exposure to alcohol in popular movies during adolescence is associated with higher rates of alcohol use. We aimed to assess the extent and pattern of depiction of alcohol in Bollywood movies, and to analyze the trends in portrayal of alcohol over three decades selected for the study.
We selected the top five grossing movies for each year of the three decades selected (1961-1970; 1981-1990; and 2001-2010). Content analysis was conducted for each scene depicting alcohol in the movie. We compared quantitative variables across the three decades to assess for any changes in the portrayal of alcohol and performed qualitative content analysis for the text description of the context, in which alcohol was depicted in each movie.
Of the total 150 movies analyzed, 135 (90%) movies contained at least one scene depicting alcohol. Alcohol scenes comprised 7% of the total movie time. Majority of the scenes (92.2%, = 976) showed the substance (alcohol) itself. Spirits were the most common alcohol beverages depicted (75.1%, = 733). Only 7.9% of scenes ( = 84) depicted alcohol brands. About 67% ( = 709) of scenes showed characters consuming alcohol or appeared intoxicated. Most scenes portrayed hero ( = 253, 35.7%) consuming alcohol. Female characters were depicted in 7.5% ( = 53) alcohol scenes. The third decade (2001-2010) had the least proportion of scenes depicting Spirits and the highest proportion of scenes depicting beer and wine. Decade three also had the most proportion of scenes set in clubs, bars, discotheques or restaurants, scenes with characters of "positive" shade depicting alcohol use, and the scenes portraying heroine with alcohol use.
There is an increasing trend toward alcohol depiction by positive characters for fun and relaxation, and toward depiction of low-concentration alcohol such as beer in recent decades. The impact of changing trend of alcohol depiction on the Indian viewers, especially young audience, needs further study.
青少年时期观看流行电影中出现酒精镜头与更高的酒精使用率相关。我们旨在评估宝莱坞电影中酒精镜头的呈现程度和模式，并分析研究选定的三十年中酒精呈现的趋势。
我们选取了选定的三十年（1961 - 1970年；1981 - 1990年；以及2001 - 2010年）中每年票房最高的五部电影。对电影中每个描绘酒精的场景进行内容分析。我们比较了这三十年中的定量变量，以评估酒精呈现的任何变化，并对每部电影中描绘酒精的场景背景的文本描述进行定性内容分析。
在总共分析的150部电影中，135部（90%）电影至少有一个描绘酒精的场景。酒精场景占电影总时长的7%。大多数场景（92.2%，n = 976）展示了酒精本身。烈酒是最常被描绘的酒精饮料（75.1%，n = 733）。只有7.9%的场景（n = 84）描绘了酒精品牌。约67%（n = 709）的场景展示角色饮酒或表现出醉酒状态。大多数场景描绘男主角饮酒（n = 2
