Young peoples’ perspective on the portrayal of alcohol and drinking on television: Findings of a focus group study

Abstract

This article presents findings of focus groups (n = 15) with young people (n = 114) which aimed to explore their views, experiences and interpretations of the ways in which alcohol and drinking are portrayed on television. Young people showed a sophisticated level of awareness of alcohol and its use on television and were adept at deconstructing the alcohol-related messages presented. Participants were undecided as to whether they believed television represented alcohol use in a realistic manner and acknowledged a contradiction between realistic accounts and exaggeration for the creation of ‘entertaining’ content. Overall, participants felt that television should provide a balanced view of alcohol use, showing both the positive side of drinking and the possible negative effects without an overemphasis on the latter. Young people did perceive television to exert an influence upon audiences. However, a ‘third person effect’ was found, with participants speaking in the third person and suggesting that television may influence others, but not themselves. The implications of the findings are discussed in relation to the potential influence of these representations on the development of alcohol-related beliefs and behaviour and the use of television in alcohol-related health promotion.

• Young people
• media
• television
• alcohol
• drinking
• advertising

Notes

Notes

1. Pupil referral units provide education for young people who are unable to participate mainstream education.

2. The Indices of Multiple Deprivation classifies distinct geographical areas based on a number of measures of deprivation. Measures include income; employment; health and disability; education, skills and training; barriers to housing and services; living environment and crime. Individuals are classified according to the IMD score for the area in which they reside.

3. In the UK statutory curriculum, alcohol would be included in science lessons. However, it is not compulsory for schools to provide alcohol education. A recent national UK survey (n = 7296) found that 60% (n = 4378) of school pupils recalled having received alcohol education at secondary school (Fuller et al., 2011).