Content-analysis e.g

Content-analysis e.g

1. Cumberbatch and Gauntlett

   • Aim
     • to find out more about whether smoking, alcohol ore drug abuse featured in television programmes watched by 10- to15 year olds, and how it was treated
   • Procedure
     • content-analysis to see how alcohol and drug abuse were depicted
       • focused on ten programmes most watched by 10- to 15 year olds
         • August-October 2004, 256 programmes involved, 70% or more being soap operas (all before 9.pm)
       • categories tallied involved scenes where alcohol, smoking, and legal or illegal drugs featured
         • 2099 scenes were used
           • observed or implied alcohol, smoking or drug related behaviour, referenced to alchol, smoking or drugs.
           • visual representation, alcohol, smoking or drugs
   • Results
     • alcohol featured more than smoking or drugs in the most popular television programmes
       • alcohol-related scenes occurred at the rate of about 12 incidences each hour
         • messages - more or less neutral (84%)
       • smoking-related scenes occurred at about 3.4 incidences each hour, and drug-related incidences were half that again at 1.7 scenes each hour
         • smoking messages - 91% neutral
         • drug messages - anti-drug 57%
       • just 4% of the programmes contained none of the target incidences
   • Conclusions
     • results are the conclusions
       • alcohol features quite a lot, whereas smoking is referred to less, and drugs even less.
         • in general, messages for alcohol and smoking fairly neutral, drugs negative