6. Role of media in addictive behaviour

1
6. Role of media in addictive behaviour

• BATs
• ALL Outline/Describe research into the role of
  the media in addictive behaviour (D/E)
• MOST Evaluate the role of the media in
  addictive behaviour (C/A)
• SOME incorporate synoptic points into an essay
  (A/A)
• Synoptic Aspects Ethical guidelines for media
  representation of drugs in films and TV,
  correlation not the same as causality, how
  science works based on research banning ads
  should cut down alcoholism and smoking
• Homework Q4 p249 Complete Companion
• Watch TV progs for content analysis

2

• Look at the online ads for gambling
• Who is each aimed at (age, gender e.t.c)

3

• Look at these images/videos and think about the
  Sunshine programme.
• Do these present a positive or negative image of
  addiction?

Look at the next slide too!!!
4
How do these trailers portray the film?

• http//www.youtube.com/watch?veAHI3bH0rbc UK
  trailer

Sulkunen (2007) content analysis found drug
addiction of all types glamourised in films e.g
Trainspotting, American beauty and Human Traffic
(see p248)
5
How do these trailers portray the film?

• http//www.youtube.com/watch?vPppFH93zjtU
  Trainspotting clip
• http//www.youtube.com/watch?vQgAfa9yYVTc Fat
  Boy Slim Trainspotting

Boyd (2008) argues drug dependence often show the
negative consequences of illegal drug use and
addiction see p249
6
What influence might these images have in
initiating a smoking addiction ?
7
The Media Can Influence Addictive Behaviour in
two ways ..

• Causing and addiction to develop ..
• Mass media provides another reference for
  peoples behaviour
• Although little research focusing on the effect
  celebrities have on addictive behaviours, Boon
  and Lomore (2001) found 59 young people have
  their attitudes and beliefs influenced in some
  way by a celebrity.

8
The Media Can Influence Addictive Behaviour in
two ways ..

• Causing and addiction to develop ..
• Media coverage of drug-using celebrities
  glamourises drug taking influencing peoples
  perception of the consequences of drug use,
  making them more likely to start using.

9
The Media Can Influence Addictive Behaviour in
two ways ..

• Causing and addiction to develop ..
• Portrayal of addictive behaviours in the media
  may influence people by Social Learning
  mechanisms
• E.g. if drug user rewarded, the behaviour is
  reinforced.
• This also acts as a reinforcer for the viewer
  VICARIOUS REINFORCEMENT

10
New drink banned April 2009 ..
A vodka drink sold in test-tube packaging whose
website featured a young woman holding a banner
saying "I'm off my tits" has been blacklisted by
drinks watchdog the Portman Group. The group's
Independent Complaints Panel ruled that Rampant
TT's packaging made it unclear as to whether the
drink was alcoholic and that its test-tube format
encouraged consumers to drink the contents in one
go. Rampant TT's website and publicity material
were also found to be in breach of the code for
using images of consumers who appear to be under
25 and under the influence of alcohol.
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The Media Can Influence Addictive Behaviour in
two ways ..

• 2. Preventing or breaking an addiction
• Mass media used to promote positive messages to
  prevent initiation or help people break
  addictions, to a large audience.
• Public Health Interventions do this intentionally
  to reduce behaviours such as drinking, smoking
  and drug-use
• TV progs and films may unintentionally show the
  negative effects of drug-use and gambling and
  reduce the chances of people becoming addicted

12
Do Media Campaigns Work?

• http//www.youtube.com/watch?vHAmI1MJECZ4NR1fe
  aturefvwp drink aware girl before night out
• http//smokefree.nhs.uk/?WT.mc_idsearchgclidCKT
  W6d3Rip0CFUYA4wodAEaf1w TV smoking campaign

What effect do these adverts have on you? Do
you think they are effective? How do you think
they work? think psychologically! Do you think
they would work on addicts?
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Over to you

• Carry out a content analysis of TV progs over
  next 2 weeks
• each choose 3 programmes
• how often is smoking, drinking, gambling, or
  drug abuse portrayed?
• Is it portrayed positively or negatively?
• Create categories to promote inter observer
  reliability.

Create a sheet to record observations similar to
those used on the Zoo trip
14
Possible table for collecting data
Programme smoking Social drinking Excessive drinking gambling
Coronation St
Eastenders
Hollyoaks
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Preparing an essay

• Model and prepare an essay q1-3 p248
• Use 2 hands..
• on one hand media can promote and encourage
  addictive behaviour
• on the other hand it can be used to try to change
  peoples addictive behaviour see).
• Include synoptic points on the fingers!!.

16
Plenary

• Design an advert or campaign to change peoples
  addictive behaviour