No matter what television channel, radio station, or magazine a person takes interest in, substance use and addictions can be found. The media plays a major role in portraying substance use in both good and bad lights. Certain songs and television shows can make drinking and doing drugs seem fun, while other shows or songs show the bad effects that can happen from partaking in substance use. Whether the media portrays the information in a good or bad manner there is a major influences on those watching, listening or reading the story.
Through research it seems to be that television greatly portrays substance use and has the biggest effect on the adolescent population. It has been found that of the television shows most popular to the adolescent population 53% of them portray alcohol use (Grube, 2004). The use of alcohol can be found in shows rated from TV-G to TV-14, meaning that very young children are watching these shows. Although drinking is found in 53% of the shows, only 23% of those shows have alcohol use led to negative consequences. So far there is no definite information as to exactly the effect that alcohol use in television shows has on adolescents. Few studies have determined that those children who watch a lot of television had a higher rate of initiating drinking then those who watched little to no television (Grube, 2004). Aside from alcohol being overly portrayed in television, commercials about tobacco are common. These ads are geared at young adults and according to the Surgeon General tobacco ads increase smoking among the youth population. Tobacco use can also be found in 19% of all television shows (Strasburger). Along with television shows, the use of alcohol is greatly portrayed in films. It has been found that 93% of the top 200 movie rentals in the years 1996 to 1997 showed alcohol use. The use of alcohol in these movies were typically tied to wealth and luxury (Grube, 2004). The portrayal of alcohol use in such positive lights and tied to successful traits can lead to misperception of alcohol to adolescents. They see the positives of alcohol and don't realize that alcohol use can have many bad consequences. The portrayal of illegal drugs is typically seen in movies more than television shows. In a study it was found that 22% of the movies studied had a drug scene, none of which showed the negative consequences of drug use (Strasburger).
Music and music videos are just as guilty at portraying alcohol and substance use as movies and television shows are. In a 1996 to 1997 study it was found that 22% of all songs mentioned beer and malt liquor, 34% mentioned wine or champagne, 36% mentioned mixed drinks or hard liquor and 34% mentioned the word booze (Grube, 2004). Although many people would expect only rap music to be promoting alcohol use, the references are also found in country, top-40, alternative rock and heavy metal music. When looking at music videos it was found that rap songs had a much higher rate of portraying alcohol, with blues music having the lowest rate. It was also found that the portrayal of substances in music videos varied by the network showing the videos, with MTV having the highest rate and CMT having the lowest rate (Grube, 2004).
In this day and age celebrity depiction of substance use is commonplace. Many celebrities are now known for their substance abuse problems rather then the work that they do as a singer, actor, etc (Foster, 2011). The media is full of stories about celebrities being arrested or entering rehab for their addictions. This stigma of celebrities and substance abuse can cause a major problem for young people because they tend to see celebrities as their role models. If a child had a role model who was addicted to any type of substance that could be very confusing for the child because they could then think it might be okay for them to follow in those footsteps.
Overall, the media plays a major role in depicting substance use. Whether its celebrities, movies, television, or music alcohol and drug use can always be found. Because of the importance and popularity of the media now a days it is very easily for the young population to be influenced by the things they see their role models doing, they see on television and hear in movies.
References
Foster, W. H. (2011, March 2). Substance abuse isn't just a celebrity problem . Retrieved from http://www.huffingtonpost.com/william-h-foster/substance-abuse-prevention-_b_829099.html
Grube, J. (2004). Retrieved from http://www.ncbi.nlm.nih.gov/books/NBK37586/
Strasburger, V. (n.d.). Retrieved from http://pediatrics.aappublications.org/content/126/4/791.full
