Alcohol Consumption Patterns and Consequences on Prime Time Network TV

A study was conductS(1 to establish .a baseline of facts concerning the extent, nature, and social, functicrs of, the drinking of alcoholic'beverages',as depicted on prime tire network television programing. A content analysis was undertaken of a random sample of programs drawn from the three major network's ever a period of 14.evenings.-The primary unit of analysis Was the ',drinking incident -the actual or implied ovisumptibn of an alcoholic drink by a actor with a'speaking role. Other items recorded included the number of times actors refused drinks offered to them, the function' of-each drinking episode, and the ntgative:ethort-term and long-term consequences of drinking that were ;presented. The results revealed 293 male and 113 female drinkin Indidento,with 641 of all prdgrams. containing at least one such episode. The overall rate et drinking 'incidents was 3.92 per-hoOr. The'negatiye consequences cf drinking, were seldom presentedtand the ratio df drinking incidents to negative short-terb CoiseqUbnces was 25.4 to 1, and to negative long-term coniequencet .101.5 to 1. No 'programo:lealt with alcohol abuse knd treatment. (FL)