Division of Epidemiology and Public Health, UK Centre for Tobacco and Alcohol Studies, City Hospital, University of Nottingham, , Nottingham NG5 1PB, UK.
J Public Health (Oxf). 2021 Sep 22;43(3):595-603. doi: 10.1093/pubmed/fdaa091.
Exposure to tobacco and alcohol content in media is a risk factor for smoking and alcohol use in young people. Our previous research suggested that tobacco and alcohol imagery is common in soap operas. We now report an analysis of tobacco and alcohol content in a sample of soap operas broadcast in the UK.
We used 1-minute interval coding to quantify tobacco and alcohol content in all episodes (including advertisement breaks) of six soap operas broadcast on UK television during three separate weeks in November and December 2018 and January 2019.
We coded 2222 intervals from 87 episodes and 360 intervals from 77 advertisement breaks. Tobacco content was rare, occurring in 4% of all intervals across 30% of episodes, the only tobacco appearances in adverts appeared in anti-smoking advertising. Alcohol occurred in 24% of intervals across 95% of episodes and in 13% of advertisement intervals. The programmes delivered ~381.28 million tobacco and 2.1 billion alcohol gross impressions to the UK population, including 18.91 million tobacco and 113 million alcohol gross impressions to children.
Whilst tobacco was rare, alcohol content was common, resulting in billions of viewer impressions. Soap operas represent a potential driver of alcohol consumption in young people.
接触媒体中的烟草和酒精含量是年轻人吸烟和饮酒的一个风险因素。我们之前的研究表明，烟草和酒精意象在肥皂剧中很常见。我们现在报告对英国播出的一组肥皂剧的烟草和酒精含量进行的分析。
我们使用 1 分钟间隔编码来量化 2018 年 11 月至 12 月和 2019 年 1 月期间在英国电视上播出的六部肥皂剧的所有剧集（包括广告插播）中的烟草和酒精含量。
我们对 87 集的 2222 个间隔和 77 个广告插播的 360 个间隔进行了编码。烟草含量很少，仅出现在 30%的剧集中的 4%的间隔中，广告中的唯一烟草出现是在反吸烟广告中。酒精出现在 95%的剧集中的 24%的间隔中，以及 13%的广告间隔中。这些节目向英国观众传递了约 3.8128 亿次烟草和 21 亿次酒精总印象，其中包括向 1891 万儿童传递的 1.13 亿次烟草和 11.3 亿次酒精总印象。
尽管烟草很少见，但酒精含量很常见，导致数十亿观众的印象。肥皂剧代表了年轻人饮酒的一个潜在驱动因素。
