Trends in Use of Alcohol and other Substances on Television

Abstract

The present study reports on a content analysis of the usage of alcohol, tobacco and illicit drugs during two recent television seasons. In each season a composite week of the three commercial networks' programming was videotaped, including one episode of each prime time and Saturday morning fictional series. Analyses showed that alcohol predominated in both seasons, accounting for more than two thirds of all the coded substance acts. More than two acts of alcohol use were found per hour in each season. From 9–11 p.m. it exceeded three instances per hour in the first season analyzed, and bordered on five instances per hour in the second season. Males and females participated in alcohol acts in proportion to and in quantities similar to their representation in the population of television characters, and those characters between 20–34 years old were more likely to be heavier drinkers. The middle class did heavier drinking as did comic characters.

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