Media & advertising influences on addiction.

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Media advertising influences on addiction.

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Knowledge is power

• The media is a powerful tool and form of
  communication.
• Media can be used to influence areas such as
  education and health (Mcmurran, 1994)

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So how does it work?

• TV in particular portrays specific social issues
  such as addiction in a way that sometimes glorify
  addictive behaviours. This can clearly have an
  impact on the public.

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Does it really have an impact?

• Gunakesear et al (2005) found during their
  investigation of 200 top grossing films, that
  whilst drug taking was not as prevalent as say,
  unprotected sex, the portrayal of these
  behaviours were overwhelmingly positive.

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Roberts et al (2002)

• This study also examined drug use in popular
  music videos. It was surmised that Whilst drug
  use was relatively rare in pop videos when they
  did appear they were depicted on a purely neutral
  level, as common elements of everyday activity.

A common element of everyday life???
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The answer is yes it does.

• The makers argue that presenting the
  information in this manner reflects the fact that
  addiction knows no boundaries, it is not
  prejudiced, sexist, or ruled by religion and
  politics.

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Q Is there any empirical research to support
these ideas?A Yes...see below!

• Dalton et al (2003)-The more adolescents are
  exposed to movies with smoking the more likely
  they are to start.
• Distefan et al (1999)- Likeability of film
  actor(s) relates to the fans decision to smoke.

• Cape (2003)-Films tend to stigmatise drinking
  smoking less than other forms of drug taking.
• Will et al (2005)- Media transmits a great deal
  of positive messages about drug use other
  potential addictions.

AO2 AO3 opportunity here.A I D is B A D
(breadth depth).
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How have the government reacted to this news?

• The Dept Of Health,1992,1999 (DOH) supported the
  call for a ban on advertising of tobacco products
  initiated by the British Psychological
  Society,1993 (BPS).
• In four countries (New Zealand,Canada,Finland
  Norway) the rate of consumption significantly
  dropped...thus establishing a firm relationship
  between advertising and consumption.
• Advertising consumption Increase.

Has not always been the case and there was some
opposition to the initial requests by the
secretary of health
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Then they go and..

• Introduce the gambling Act 2005 which deregulated
  gambling, this came into effect on Sep 1st 2007
  and allows all forms of gambling to be advertised
  in mass media?????

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So when all is said and done.

• Glamorization vs. reality is complex- ratings are
  of paramount importance...positive portrayals
  increase ratings.
• Relationship between advertising addiction is
  correlational...at best- Cannot conclusive make
  cause and effect connections as the info is not
  clear cut.

• Research on the role of media effects is
  inconclusive- More research is needed that
  investigates direct indirect effects.
• There could be different effects for different
  addictions- Does not hold for all addictions,
  Nelson (2001) econometric studies of alcohol
  advertising expenditures...conclusion was it has
  little or no effect on alcohol demand.

Its AO2 AO3 opportunity time again.
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Review of learning...you should be able to
answer/complete

• What is an addictive personality? Does it exist?
• Give an example of how a psychologist might study
  the relationship between accessibility
  addiction.
• Give an example of how a psychologist might study
  the relationship between media effects
  addiction.
• Research Train-spotting/Leaving Las Vegas using
  the six components or DSM criteria decide to what
  extent the core addiction components are
  portrayed in the film.