Baillie R K
Department of Psychiatry, University of Edinburgh, UK.
Alcohol Alcohol. 1996 May;31(3):235-42. doi: 10.1093/oxfordjournals.alcalc.a008142.
The presentation of alcohol by the mass media has been a rich source of research into the potential influence of media messages upon their audience. This paper reviews the existing literature in this field. It is noted that research has concentrated on attempts to measure the strength of media 'effects', employing techniques which have so far produced few fruitful results. The impact of media output on alcohol also has implications for the evaluation of alcohol-related health education campaigns, which utilize newspapers and television as an information source for members of the public. The role of the media in setting the public and policy agenda is examined as a potentially more fertile source in evaluating media influence. A number of policy and research implications are highlighted.
大众媒体对酒精的呈现一直是研究媒体信息对其受众潜在影响的丰富来源。本文回顾了该领域的现有文献。值得注意的是，研究集中在试图衡量媒体“效果”的强度上，采用的技术迄今为止产生的成果寥寥无几。媒体输出对酒精的影响也对与酒精相关的健康教育活动的评估有影响，这些活动将报纸和电视作为公众的信息来源。媒体在设定公众和政策议程方面的作用被视为评估媒体影响的一个可能更有成效的来源。文中强调了一些政策和研究方面的影响。
