Reality Television Programs Are Associated With Illegal Drug Use and Prescription Drug Misuse Among College Students

ABSTRACT

Background: Reality television watching and social media use are popular activities. Reality television can include mention of illegal drug use and prescription drug misuse. Objectives: To determine if reality television and social media use of Twitter are associated with either illegal drug use or prescription drug misuse. Methods: Survey of 576 college students in 2011. Independent variables included watching reality television (social cognitive theory), parasocial interaction (parasocial interaction theory), television hours watched (cultivation theory), following a reality television character on Twitter, and demographics. Outcome variables were illegal drug use and prescription drug misuse. Results: Watching reality television and also identifying with reality TV program characters were each associated with greater odds for illegal drug use. Also, following a reality TV character on Twitter had greater odds for illegal drug use and also in one analytical model for prescription drug misuse. No support was seen for cultivation theory. Those born in the United States had greater odds for illegal drug use and prescription drug misuse. Women and Asians had lower odds for illegal drug use. African Americans and Asians had lower odds for prescription drug misuse. Conclusions/Importance: Physicians, psychologists, and other healthcare practitioners may find it useful to include questions in their clinical interview about reality television watching and Twitter use. Physician and psychology groups, public health practitioners, and government health agencies should consider discussing with television broadcasting companies the potential negative impact of including content with illegal drugs and prescription drug misuse on reality television programs.

Keywords :

• Prescription drugs
• street drugs
• television
• social media
• health behavior

Glossary

• Social cognitive theory: Behaviors can be learned by observing others who perform that behavior.

• Parasocial interaction theory: Television viewers experience a social interaction between themselves and the television personality.

• Cultivation theory: Viewing pattern of the many types of television programs and genres contributes toward cultivation of a shared conception of social reality.

Declaration of interest

The authors report no conflicts of interest. The authors alone are responsible for the content and writing of the article.

Additional information

Notes on contributors

Joshua Fogel

Joshua Fogel, PhD, is a tenured Professor in the Department of Business Management at Brooklyn College of the City University of New York. His research interests include consumer behavior, e-commerce, and e-health.

Alexander Shlivko

Alexander Shlivko, BS, obtained an undergraduate degree in Biology from Brooklyn College of the City University of New York. His research interests include neuroscience and also consumer behavior as it relates to health topics.