Department of Clinical and Health Psychology, University of Florida, Gainesville, FL, USA.
C. Everett Koop Institute, Norris Cotton Cancer Center, Geisel School of Medicine at Dartmouth, Lebanon, NH, USA.
J Youth Adolesc. 2022 Jan;51(1):100-113. doi: 10.1007/s10964-021-01397-0. Epub 2021 Jan 30.
Adolescence and the transition to adulthood is an important developmental stage in the emergence of health risk behaviors, specifically underage alcohol use. Adolescents consume a tremendous amount of screened media (primarily streamed television), and media depictions of behaviors is prospectively linked to youth initiation of behaviors. With the arrival of streamed media technology, alcohol advertising can be nested within television content. This study describes alcohol brand depictions in television and evaluates impact of exposure to such depictions on adolescent drinking outcomes. A national sample of 2012 adolescents (M = 17.07; SD = 1.60 years, range 15-20; 50.70% female) reported on television viewership, alcohol brand affiliation, and drinking behavior, with follow-up one year later. Ten series (that remain relevant to youth today) across television ratings from a single television season were content coded for presence/salience of alcohol brand appearances. Adjusting for covariates (e.g., peer/parent drinking, youth sensation seeking, movie alcohol brand exposure), higher exposure to brand appearances in the television shows was associated with youth drinking. Aspirational and usual brand to drink corresponded to television alcohol brand prominence, and television brand exposure was independently associated with drinking initiation and hazardous drinking.
青春期和成年过渡期是健康风险行为出现的重要发展阶段，特别是未成年饮酒行为。青少年大量收看筛选过的媒体（主要是流媒体电视），媒体对行为的描述与年轻人开始行为有前瞻性的联系。随着流媒体媒体技术的出现，酒精广告可以嵌套在电视内容中。本研究描述了电视中酒精品牌的描绘，并评估了接触此类描绘对青少年饮酒结果的影响。一项针对 2012 名青少年（M=17.07；SD=1.60 岁，范围 15-20；50.70%为女性）的全国性样本报告了电视收视、酒精品牌关联和饮酒行为，并在一年后进行了随访。从一个电视季的单一电视收视率中选择了十个系列（至今仍与年轻人有关），对酒精品牌外观的存在/显著性进行了内容编码。调整了协变量（例如，同伴/父母饮酒、青少年寻求刺激、电影中酒精品牌的暴露），青少年在电视节目中接触品牌外观的次数与饮酒有关。理想和通常的饮酒品牌与电视酒精品牌的突出性相对应，电视品牌曝光与饮酒开始和危险饮酒独立相关。
