Drinking on Television: A Five-Year Study

A five-year study of prime-time television programs showed that alcohol was the preferred beverage used by characters. In the final years viewers were exposed to more than eight alcohol drinking acts per hour. The rate of this activity was rising. In comparison, use of coffee, tea, soft drinks and water was less frequent, although the rates were also rising. All kinds of characters were seen drinking, with one major exception: youth. Consequences of alcohol abuse, and the response of other people to such abuse, were not always shown. Several qualitative patterns in the drinking process were noted as subject to change when television personnel are shown the research results.