Nature and Impact of Embedded Alcohol Messages
L. J. Shrum (ed.), The Psychology of Entertainment Media, Mahwah, NJ: Lawrence Erlbaum Associates, 2011
22 Pages Posted: 24 Nov 2015
Date Written: 2011
This chapter draws from a program of research funded by the National Institute of Alcohol Abuse and Alcoholism (NIAAA), an institute of the National Institutes of Health, which has been the lead U.S. federal agency responsible for scientific research on alcohol and its effects for nearly 40 years. Thus, one of the goals of the NIAAA is to research factors that affect, positively or negatively, alcohol consumption, including the factors that shape people’s attitudes and beliefs about drinking. The aim of this program of research is to document the nature and impact of alcohol messages embedded in the content of television series.
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