Perceived realism and role attractiveness in movie portrayals of alcohol drinking.
OBJECTIVE
To explore the role of perceived realism and role attractiveness in dramatized alcohol portrayals.


METHODS
A total of 158 college students watched 1 of 2 movie versions that portray alcohol drinking either positively or negatively.


RESULTS
Role attractiveness of the drinking character increased favorableness in alcohol-related attitudes and dispositions in Positive Condition, whereas perceived realism acted as a significant mediator in Negative Condition.


CONCLUSIONS
Health educators and policymakers are alerted to the fact that the entertainment media too often portray glamorous characters as enjoying alcoholic beverages without facing negative consequences, which may particularly affect the viewers who feel attracted to the role characters.
Mo Bahk
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Department of Communication Studies, California State University, San Bernardino 92407, USA. cmbahk@csusb.edu
D000328:Adult; D000339:Affect; D000428:Alcohol Drinking; D005260:Female; D006801:Humans; D008297:Male; D009040:Motion Pictures; D011897:Random Allocation; D012380:Role; D012938:Social Perception