Community Medicine, Kasturba Medical College, Manipal Academy of Higher Education, Manipal, Karnataka, India.
Division of Epidemiology and Public Health, University of Nottingham, Nottingham, UK
BMJ Open. 2021 Jun 2;11(5):e040630. doi: 10.1136/bmjopen-2020-040630.
Though exposure to alcohol imagery in films is a significant determinant of uptake and severity of alcohol consumption among young people, there is poor evidence regarding the content of alcohol imagery in films in low-income and middle-income countries. We have measured alcohol imagery content and branding in popular Indian films, in total and in relation to language and age rating.
In this observational study we measured alcohol imagery semiquantitatively using 5-minute interval coding. We coded each interval according to whether it contained alcohol imagery or brand appearances.
India.
None. Content analysis of a total of 30 national box office hit films over a period of 3 years from 2015 to 2017.
To assess alcohol imagery in Indian films and its distribution in relation to age and language rating has been determined.
The 30 films included 22 (73%) Hindi films and 8 (27%) in regional languages. Seven (23%) were rated suitable for viewing by all ages (U), and 23 (77%) rated as suitable for viewing by children subject to parental guidance for those aged under 12 (UA). Any alcohol imagery was seen in 97% of the films, with 195 of a total of 923 5-minute intervals, and actual alcohol use in 25 (83%) films, in 90 (10%) intervals. The occurrence of these and other categories of alcohol imagery was similar in U-rated and UA-rated films, and in Hindi and local language films. Episodes of alcohol branding occurred in 10 intervals in five films.
Almost all films popular in India contain alcohol imagery, irrespective of age rating and language. Measures need to be undertaken to limit alcohol imagery in Indian films to protect the health of young people, and to monitor alcohol imagery in other social media platforms in future.
尽管电影中的酒精意象暴露是年轻人饮酒摄入和严重程度的重要决定因素，但在中低收入国家，关于电影中酒精意象的内容的证据很少。我们已经测量了在印度流行电影中酒精意象的内容和品牌，总共涉及语言和年龄分级。
在这项观察性研究中，我们使用 5 分钟间隔编码对酒精意象进行半定量测量。我们根据每个间隔是否包含酒精意象或品牌出现来对其进行编码。
印度。
无。对 2015 年至 2017 年期间的 3 年期间的 30 部全国票房热门电影进行了内容分析。
评估了印度电影中的酒精意象及其在年龄和语言分级方面的分布情况。
这 30 部电影包括 22 部（73%）印地语电影和 8 部（27%）地区语言电影。有 7 部（23%）被评为适合所有年龄段观看（U 级），有 23 部（77%）被评为适合 12 岁以下儿童观看，但需要家长指导（UA 级）。97%的电影中都出现了任何酒精意象，在总共 923 个 5 分钟间隔中有 195 个，25 部（83%）电影中都出现了实际饮酒行为，有 90 个（10%）间隔中出现了这种情况。在 U 级和 UA 级电影中，以及在印地语和本地语言电影中，这些和其他类别的酒精意象的出现情况相似。在五部电影的十个间隔中出现了酒精品牌的场景。
在印度，几乎所有受欢迎的电影都包含酒精意象，无论年龄分级和语言如何。需要采取措施限制印度电影中的酒精意象，以保护年轻人的健康，并在未来监测其他社交媒体平台上的酒精意象。
