Nature and Impact of Alcohol Messages in a Youth-Oriented Television Series.
This research contributes to the extant literature on television influence by pairing a stimulus-side approach documenting how information is presented within a TV series with a response-side assessment of whether connectedness and exposure to a series influence the processing of that information differently depending on its format. The inquiry focuses on the nature and impact of messages about alcohol contained within a youth oriented TV program. The findings indicate that the recall and perception of the more overt negative messages increase with exposure and that receptiveness to the subtle and less remembered positive messages increases with levels of program connectedness. Highly connected viewers are both more receptive to and in greater agreement with the underlying positive alcohol message communicated in the series.
The University of Auckland Business School, Owen G. Glenn Building, 12 Grafton Road, Private Bag 92019, Auckland 1142, New Zealand, Email: c.russell@auckland.ac.nz.
Cristel Antonia
CA
Russell
Dale W
DW
Russell
Joel W
JW
Grube