A 6 page research paper that examines three research studies in regards to what they reveal about the effect of media on alcohol consumption. The writer argues that this research shows that the media can play either a beneficial or a detrimental role in alcohol consumption, which evolves from its function as the most obvious manifestation of our society's concept of social norms. Bibliography lists 3 sources.
Name of Research Paper File: D0_khalcon.rtf
Unformatted Sample Text from the Research Paper:
inebriated, they not only endanger their own health, but also that of fellow drivers, with thousands of alcohol-related accidents occurring every year. In coping with this societal problem, academics ask
questions pertaining to how public policymaking should address issues relating to alcohol consumption. As the following examination of three research studies will demonstrate, researchers look at factors that affect alcohol
consumption. These studies frequently find that the media plays a large role in either promoting alcohol consumption, through advertisements for alcoholic beverage products -- or in curtailing the abuse of
alcoholic beverages through educational campaigns. As this suggests, research shows that the media can play either a beneficial or a detrimental role in alcohol consumption, which evolves from its
function as the most obvious manifestation of our societys concept of social norms. Advertisements for alcoholic beverages have been shown to have a direct correlation with consumption rates among
young people in the US and abroad (Snyder, et al, 2000). While research studies cannot conclusively prove that exposure to media advertising leads to greater consumption of alcohol, a
moderately positive association between these two factors has been demonstrated across survey studies (Snyder, et al, 2000). Researchers posit that this is because alcohol ads consistently portray the consumption of
alcohol as a positively valued activity (Snyder, et al, 2000). In other words, drinking, as it is portrayed in ads for wine, liquor and beer, is pictured as a sanctioned
societal practice that offers positive benefits to those who imbibe. In exploring the effect that media advertising has on alcohol consumption, Snyder, et al (2000) examined monthly advertising data
for the entire year of 1997. This data was garnered from a variety of sources, which included a commercial media monitoring service, a watchdog group and the trade and business