Young people, alcohol and the media

Young people, alcohol and the media

Amanda Atkinson, Gill Elliott, Mark Bellis and Harry Sumnall

.uk

Young people, alcohol and the media

Amanda Atkinson, Gill Elliott, Mark Bellis and Harry Sumnall

September 2011

This report presents findings of a mixed-method study exploring how alcohol is represented in media consumed by young people, young people's own interpretations of these representations, and the influence of the media and celebrities on young people's attitudes to alcohol and their alcohol consumption. It also examines the views of media professionals on the production of alcohol-related content, the potential influence of the media on young consumers, and the role of the media in health promotion.

The report:

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provides an overview of the differing ways alcohol is portrayed in TV programmes, magazines and

social networking sites (SNS) consumed by young people aged 11?18;

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offers insight into young people's attitudes towards, and interpretations of, media representations of

alcohol;

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discusses the relationship between young people's media use, attitudes towards and attachment to

celebrities, and drinking behaviours; and

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presents the perspectives of media professionals on the production of alcohol-related content, the

influence of the media on young consumers, and the potential role of the media in providing alcohol-

related advice and information to young people.

Contents

List of figures and tables

Executive summary Introduction 1 How is alcohol portrayed in media consumed by young people? 2 How do young people interpret media representations of alcohol? 3What influence do the media and celebrities have on young people's alcohol

use? 4 What is the perspective of media professionals? 5 Conclusions and implications of the research Notes References Appendix I: Study design and methodology Appendix II: Media content analysis tables Acknowledgements and About the authors

List of figures and tables

Figures

1 Percentage of young people in each age group reporting drinking around once a week or more, and drinking 5+ drinks per episode more than once a month

2 Relationship between age and daily exposure to alcohol adverts 3 Percentage of each age group who thought significant others would think it was acceptable for them to

drink 4 Percentage of each age group who care what significant others think about their drinking 5 Sources of alcohol information reported by young people

Tables

1 Location of drinking depicted in magazines read by young people 2 Categories of celebrities portrayed drinking in magazines read by young people 3 Media use across all age groups 4 Young people's recall of viewing alcohol adverts by media source 5 Perceived frequency of others' drinking 6 Participating school years and corresponding age ranges 7 Sample of magazines analysed 8 Sample of TV programmes analysed 9 Sample of SNS/video-sharing websites analysed 10 Units of analysis for TV programmes 11 Sample of schools participating in the research 12 Focus group sample 13 Sample of media professionals 14 Reasons for drinking depicted in magazines read by young people 15 References to the consequences and effects of alcohol use in magazines read by young people 16 Alcohol-related scenes by TV genre 17 Categories of alcohol reference in TV programmes viewed by young people

18 Location of drinking depicted in TV programmes viewed by young people 19 Reasons for drinking portrayed in TV programmes viewed by young people 20 Consequences and effects of alcohol use portrayed in TV programmes viewed by young people 21 Total number of alcohol brand-related pages (official and unofficial) on SNS used by young people 22 Total number of alcohol-related pages on SNS used by young people 23 Alcohol-related brand search results for YouTube

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