In this paper an attempt is made to integrate two frames of reference for the analytic understanding of alcohol use among teenagers: social learning through peer influence and learning through media exposure. Social learning principles as they have been applied to alcohol use among adolescents are reviewed, followed by a review of perspectives on the socialization of adolescents as consumers. It is clear that both sets of factors impinge upon adolescent drinking, and the integration of these two theoretical and research traditions reveals linkages for future research analysis that set the stage for a considerably more comprehensive sociopsychological explanation of adolescent drinking behavior.
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