Music video viewing as a marker of driving after the consumption of alcohol.
This study has two main objectives. First, it is examined whether the frequent exposure to music video viewing is associated with driving after the consumption of alcohol. Second, it is examined which theoretical framework, a combination of Cultivation Theory and the Theory of Planned Behavior or the Problem Behavior Theory, is suited best to explain this relationship. Participants were 426 Flemish adolescents who took part in a two-wave panel survey (2006-2008) about media use, risk-taking attitudes, intentions, and behaviors. In line with Cultivation Theory and the Theory of Planned Behavior, the results showed that adolescents' music video viewing is a significant marker of later risky driving behavior and that this relationship is mediated through their attitudes and intentions. No support was found for the hypothesis that music video viewing is part of a cluster of problem behaviors (Problem Behavior Theory). Thus, the results of this study seem to indicate that a combination of Cultivation Theory and the Theory of Planned Behavior provides a more useful framework for explaining the relationship between music video viewing and driving after the consumption of alcohol. The implications for prevention and the study's limitations are discussed.
Leuven School for Mass Communication Research, Katholieke Universiteit Leuven,   Leuven,   Belgium.
Kathleen
K
Beullens
Keith
K
Roe
Jan
J
Van den Bulck
D000293:Adolescent; D000294:Adolescent Behavior / Q000523:psychology*; D000428:Alcohol Drinking / Q000523:psychology*; D001334:Automobile Driving / Q000523:psychology*; D001530:Belgium; D005260:Female; D006801:Humans; D033182:Intention; D008297:Male; D009146:Music / Q000523:psychology*; D012309:Risk-Taking; D011795:Surveys and Questionnaires; D055815:Young Adult