Determining the effects of media portrayals of alcohol: going beyond short term influence.

  title={Determining the effects of media portrayals of alcohol: going beyond short term influence.},
  author={R K Baillie},
  journal={Alcohol and alcoholism},
  volume={31 3},
The presentation of alcohol by the mass media has been a rich source of research into the potential influence of media messages upon their audience. This paper reviews the existing literature in this field. It is noted that research has concentrated on attempts to measure the strength of media 'effects', employing techniques which have so far produced few fruitful results. The impact of media output on alcohol also has implications for the evaluation of alcohol-related health education… CONTINUE READING

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