Alcohol Messages in Prime-Time Television Series

Journal of Consumer Affairs, 43(1), 108-128, 2009

21 Pages Posted: 18 Nov 2015

See all articles by Cristel Russell

Cristel Russell

American University - Kogod School of Business

Dale Russell

Pacific Institute for Research and Evaluation (PIRE)

Date Written: 2009

Abstract

Alcohol messages contained in television programming serve as sources of information about drinking. To better understand the ways embedded messages about alcohol are communicated, it is crucial to objectively monitor and analyze television alcohol depictions. This article presents a content analysis of an eight-week sample of eighteen prime-time programs. Alcohol messages were coded based on modalities of presentation, level of plot connection, and valence. The analysis reveals that mixed messages about alcohol often coexist but the ways in which they are presented differ: whereas negative messages are tied to the plot and communicated verbally, positive messages are associated with subtle visual portrayals.

Suggested Citation

Russell, Cristel and Russell, Dale, Alcohol Messages in Prime-Time Television Series (2009). Journal of Consumer Affairs, 43(1), 108-128, 2009. Available at SSRN: https://ssrn.com/abstract=2691705

Cristel Russell (Contact Author)

American University - Kogod School of Business ( email )

4400 Massachusetts Avenue NW
Washington, DC 20816-8044
United States

Dale Russell

Pacific Institute for Research and Evaluation (PIRE) ( email )

11720 Beltsville Drive, Suite 900
Calverton, MD 20705
United States

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