Short Report
Alcohol imagery on New Zealand television
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* Corresponding author: Rob McGee rob.mcgee@stonebow.otago.ac.nz
Social and Behavioural Research in Cancer Group, Department of Preventive and Social Medicine, University of Otago Medical School, Box 913 Dunedin, New Zealand
Substance Abuse Treatment, Prevention, and Policy 2007, 2:6 doi:10.1186/1747-597X-2-6
Published: 1 February 2007Abstract
Background
To examine the extent and nature of alcohol imagery on New Zealand (NZ) television, a content analysis of 98 hours of prime-time television programs and advertising was carried out over 7 consecutive days' viewing in June/July 2004. The main outcome measures were number of scenes in programs, trailers and advertisements depicting alcohol imagery; the extent of critical versus neutral and promotional imagery; and the mean number of scenes with alcohol per hour, and characteristics of scenes in which alcohol featured.
Results
There were 648 separate depictions of alcohol imagery across the week, with an average of one scene every nine minutes. Scenes depicting uncritical imagery outnumbered scenes showing possible adverse health consequences of drinking by 12 to 1.
Conclusion
The evidence points to a large amount of alcohol imagery incidental to storylines in programming on NZ television. Alcohol is also used in many advertisements to market non-alcohol goods and services. More attention needs to be paid to the extent of alcohol imagery on television from the industry, the government and public health practitioners. Health education with young people could raise critical awareness of the way alcohol imagery is presented on television.