Effect of Alcohol Placements in Television Programming

电视节目中酒精成分的影响

基本信息

批准号：
8016022
负责人：
Cristel Antonia Russell
金额：
$ 28.62万
依托单位：
PACIFIC INSTITUTE FOR RES AND EVALUATION
依托单位国家：
美国
项目类别：
财政年份：
2009
资助国家：
美国
起止时间：
2009-01-01 至 2012-12-31
项目状态：
已结题

来源：
https://reporter.nih.gov/project-details/8016022
关键词：
16 year old 21 year old Acquired Immunodeficiency Syndrome Adolescence Adult Advertising Affect Age Alcohol consumption Alcohols Americas Attention Attitude Auditory Behavior Behavioral Belief Cessation of life Characteristics Consumer Advocacy Development Dissociation Drug abuse Education Environment Eructation Experimental Designs Exposure to Film Government Guidelines HIV Happiness Health Image Individual Industry Influentials Informal Social Control Knowledge Lead Learning Link Measures Memory Methodology Modality Modeling Music Nature Participant Perception Peripheral Persuasive Communication Phase Play Policies Pre-Post Tests Prevention Prevention strategy Procedures Process Production Research Role Route Series Shapes Signal Transduction Social Behavior Source Staging Stimulus Survey Methodology Teenagers Television Testing Time Training United States Substance Abuse and Mental Health Services Administration Visual Youth alcohol advertising alcohol effect alcohol exposure alcohol monitoring base design digital drinking drinking behavior information processing innovation literacy novel programs psychologic research study response tool underage drinking

项目摘要

DESCRIPTION (provided by applicant): Alcohol depictions are increasingly present in television content in the form of product placements. This is partially attributable to the alcohol industry's self-regulation of traditional advertising and the lack of government oversight. This research seeks to provide evidence of how embedded alcohol messages in television programming contribute to the development of teenagers' attitudes and beliefs about drinking, and ultimately shape their alcohol consumption behaviors. The purpose of the proposed research is to develop experimental stimuli that replicate real world television programs and that integrate different types of embedded alcohol messages so that the effects on audiences can be assessed in a controlled manner. In phase one, the experimental stimuli will be created using the theatre methodology, a unique methodology that replicates the television program context but also allows full control over the messages integrated into the story. An original script will be developed and pre-tested. The screenplay will be professionally filmed and edited to mimic an authentic studio production. Eight versions will be created via digital editing so that the alcohol message will vary based on a 2 (Modality: Visual - Audio) x 2 (Plot Connection: Low - High) X 2 (Valence: Positive vs. Negative) design. In phase two, the stimuli will be used in two between-subjects experiments to investigate the role and interplay of three characteristics of the embedded alcohol message (valence, modality of presentation and plot connection) and one variable that affects the viewing context, warning conditions. The predictions about how alcohol messages affect viewers' drinking attitudes and beliefs are organized according to the two information processing stages of the reception-yielding model of persuasion and integrate research on levels of processing and elaboration likelihood. The reception stage focuses on attention to and understanding of the message communicated and the yielding stage on acceptance (or rejection) of the message. In both experiments, pre- post test designs will allow an assessment of the program's impact on the change in alcohol attitudes, beliefs, and intentions caused by exposure to the television stimuli. Given the societal impact of alcohol on America's youth, the research will be tested on individuals 14 to 16 years of age using an online survey methodology. Together, the proposed studies will provide causal evidence regarding the relationship between the placement of alcohol messages in television programs and alcohol- related attitudes and behavioral intentions amongst youth. They will extend our understanding of how and through what processes media images of alcohol affect teenagers' perceptions of alcohol and drinking intentions and guide the development of prevention strategies to counter the effects of television-based alcohol messages on young audiences. PUBLIC HEALTH RELEVANCE: This research studies how alcohol messages embedded in television programming affect teenagers' drinking attitudes, beliefs, and behaviors. Teenagers are susceptible to television influences and alcohol is increasingly present in the content of television programs. We investigate the impact on teenagers of different types of alcohol messages embedded in a television series episode and we also investigate whether warnings about the presence of alcohol messages change the relation between exposure and teenagers' drinking attitudes and intentions.

描述（由申请人提供）：以产品放置的形式在电视内容中越来越多地存在酒精描述。这部分归因于酒精行业对传统广告的自我调节以及缺乏政府监督。这项研究旨在提供有关电视节目中嵌入性酒精信息的证据，这有助于少年对饮酒的态度和信念的发展，并最终塑造其饮酒行为。拟议的研究的目的是开发复制现实世界电视节目的实验刺激，并整合不同类型的嵌入式酒精信息，以便可以以受控的方式评估对观众的影响。在第一阶段，将使用剧院方法来创建实验刺激，这是一种独特的方法，可以复制电视节目环境，但也可以完全控制整合到故事中的消息。将开发和预测试原始脚本。剧本将进行专业拍摄和编辑，以模仿真实的工作室作品。将通过数字编辑创建八个版本，以便根据2（模态：视觉 - 音频）x 2（绘图连接：低 - 高）x 2（Valence：正面：正面与负面）设计而有所不同。在第二阶段中，刺激将用于两个受试者间实验中，以研究嵌入式酒精信息的三个特征的作用和相互作用（价值，表现方式和情节连接的方式），以及一个影响观看环境，警告条件的变量。关于酒精信息如何影响观众的饮酒态度和信念的预测是根据接受说服的接待模型的两个信息处理阶段组织的，并整合了对处理和阐述可能性水平的研究。接收阶段着重于对信息传达的消息的关注和理解，以及对消息接受（或拒绝）的产量阶段。在这两个实验中，测试前设计都将允许评估该计划对暴露于电视刺激引起的酒精态度，信念和意图的变化的影响。鉴于酒精对美国青年的社会影响，将使用在线调查方法对14至16岁的个人进行研究。拟议的研究共同提供了有关在电视节目中放置酒精信息与与酒精相关的态度和行为意图之间关系之间关系的因果证据。他们将扩展我们对媒体对酒精的图像的理解以及如何影响青少年对酒精和饮酒意图的看法，并指导制定预防策略，以应对基于电视的酒精信息对年轻观众的影响。公共卫生相关性：该研究研究电视节目中的酒精信息如何影响青少年的饮酒态度，信念和行为。青少年容易受到电视影响的影响，并且电视节目的内容越来越多地存在酒精。我们调查了电视连续剧集中嵌入不同类型的酒精信息的青少年的影响，我们还调查了有关酒精信息存在的警告是否会改变暴露与青少年的饮酒态度和意图之间的关系。