Quantifying audio visual alcohol imagery in popular Indian films: a content analysis.
Quantifying audio visual alcohol imagery in popular Indian films: a content analysis.
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DOI：
10.1136/bmjopen-2020-040630
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发表时间：
2021-06-02
期刊：
影响因子：
2.9
通讯作者：
Kamath VG
中科院分区：
文献类型：
--
作者：
Bhagawath R;Kulkarni MM;Britton J;Cranwell J;Arora M;Nazar GP;Mullapudi S;Kamath VG
虽然接触电影中的酒精意象是青年人饮酒量和严重程度的一个重要决定因素，但在低收入和中等收入国家，关于电影中酒精意象内容的证据不足。我们测量了印度流行电影中的酒精意象内容和品牌，总体上以及与语言和年龄评级的关系。在这项观察性研究中，我们使用5分钟间隔编码半定量地测量了酒精意象。我们根据它是否包含酒精意象或品牌外观对每个间隔进行编码。印度没有。对2015年至2017年3年间总计30部全国票房热门电影进行内容分析。为了评估印度电影中的酒精意象及其与年龄和语言等级的关系，已经确定了其分布。这30部电影包括22部（73%）印地语电影和8部（27%）地方语言电影。7部（23%）被评为适合所有年龄段观看（U），23部（77%）被评为适合12岁以下儿童在父母指导下观看（UA）。在97%的电影中看到任何酒精意象，总共923个5分钟的间隔中有195个，在25个（83%）电影中实际使用酒精，90个（10%）间隔。在U级和UA级电影中，以及在印地语和当地语言电影中，这些和其他类别的酒精意象的出现是相似的。在5部影片中，10次出现酒精烙印。几乎所有在印度流行的电影都含有酒精图像，无论年龄和语言如何。需要采取措施限制印度电影中的酒精图像，以保护年轻人的健康，并在未来监测其他社交媒体平台中的酒精图像。
Though exposure to alcohol imagery in films is a significant determinant of uptake and severity of alcohol consumption among young people, there is poor evidence regarding the content of alcohol imagery in films in low-income and middle-income countries. We have measured alcohol imagery content and branding in popular Indian films, in total and in relation to language and age rating. In this observational study we measured alcohol imagery semiquantitatively using 5-minute interval coding. We coded each interval according to whether it contained alcohol imagery or brand appearances. India. None. Content analysis of a total of 30 national box office hit films over a period of 3 years from 2015 to 2017. To assess alcohol imagery in Indian films and its distribution in relation to age and language rating has been determined. The 30 films included 22 (73%) Hindi films and 8 (27%) in regional languages. Seven (23%) were rated suitable for viewing by all ages (U), and 23 (77%) rated as suitable for viewing by children subject to parental guidance for those aged under 12 (UA). Any alcohol imagery was seen in 97% of the films, with 195 of a total of 923 5-minute intervals, and actual alcohol use in 25 (83%) films, in 90 (10%) intervals. The occurrence of these and other categories of alcohol imagery was similar in U-rated and UA-rated films, and in Hindi and local language films. Episodes of alcohol branding occurred in 10 intervals in five films. Almost all films popular in India contain alcohol imagery, irrespective of age rating and language. Measures need to be undertaken to limit alcohol imagery in Indian films to protect the health of young people, and to monitor alcohol imagery in other social media platforms in future.
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影响因子：
2.9
作者：
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通讯作者：
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