Consulting to Change Media Contents: Two Cases in Alcohol Education

Abstract

Two ten-year studies featuring intervention with media on the topic of alcohol are presented. The method of intervention, called cooperative consultation, is described and contrasted with other methods. Earlier experience dealing with prime-time television program personnel is reported. The first study involved a soap opera, which proved different from prime-time programs. Using the methods of content analysis, before-and-after studies found change in the desired direction. The second study was done with a business columnist on a daily newspaper. Again, before-and-after tests showed the indicated change—in some categories more than others. The efficacy of particular characteristics of the method of cooperative consultation are noted, and further work in related areas is suggested.

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