Addiction and the Media Year 13 – The role of media in addictive behaviour.

Learning objectives  To be able to understand the role of media in relation to addiction.  To learn the different studies that discuss the media and addiction.  To be able to evaluate research into the role of media in addictive behaviour.

Starter  Discuss “In what ways do the media portray Addictive behaviours” - Think about celebrities, films, music, tv

The media  The media may cause people to become addicted as it removes the stigma of addiction.  E.g. Gambling is seen as okay if playing the lottery as there is a charity fund which supports a good cause.  Films in particular show the positives of addiction while rarely showing negatives.

Films - Sulkunen (2007)  Collected 140 scenes from 47 films. These scenes represented various addictions i.e. drugs, alcohol.  Certain films about drug users such as Trainspotting, American beauty, presented scenes of drug competence and enjoyment of the effects.  Compares its enjoyment to the dullness of ordinary life.  Drugs are shown as a way of alleviating particular problems.

Films- Gunasekera et al. (2005)  Reviewed 87 of the most popular films of the last 20 years.  Films with cannabis ( 8%) and other non- injected drugs (7%) were less common than those portraying alcohol (32%) and tobacco (68%) but they portray such drugs positively and without consequence.  The study found that only 1 in 4 movies were free from negative health behaviours.

The role of the media in changing addictive behaviour  The treatment of drug and alcohol addiction is often hampered by factors such as the limited number of professional's able to administer treatment, the motivation of addicts to attend treatment sessions and so on.  This has prompted a search for other ways to providing support and education for these individuals.  Tv is increasingly being used to promote healthy lifestyles and behaviour change such as smoking and drug taking.

Films- Ethical guidelines (OSAP)  In the US the Office for substance abuse protection (OSAP) has developed guideline materials about drugs for film and television writers.  They recommend that writers should communicate that all illegal drug use is “ unhealthy and harmful for all people”.

Tv- Kramer et al (2009)  assessed the effectiveness of a television self-help programme called Drinking less? Do it yourself! A five week television self-help intervention designed to reduce problem drinking  Intervention group watched it, control remained on the waiting list for the same treatment  A five week television self-help intervention designed to reduce problem drinking. They found that viewers were more successful (than a control group) in achieving a low-risk drinking level, even after 3 months. Evaluations of Kramer  Intervention group received weekly visits from researchers, so the extra attention may have worked in favour of a positive outcome for this group.  The waiting-list group was aware that it would received treatment soon, so may well have postponed its behavioural change.

Music, Creativity and addiction  Read the analysis on your handout and discuss the questions given.  Think, pair, share

Government health campaigns  – Cannabis  – Smoking  Hornik et al. (2008) examined the effects of these campaigns and claimed that not only did these campaigns fail to accomplish its goals, but it also may have led to increased use in things like cannabis.

Hornik et al. (2008)  argues that expensive anti drug campaigns in the US have not worked for two reasons.  Gives the same message that young people have heard many times before ( lack of novelty)  Advertising giving an implicit message that drugs use was common, actually promotes things like cannabis use with the young people as they may think it is the norm.

Evaluations of the role of the media Supporting research  Sargent and Hanewinkel (2009)  Tested adolescents exposure to smoking in the movies and whether they influenced their initiation into smoking.  They surveyed 4384 between the ages , they were then re surveyed a 1 year on.  Exposure to movie smoking over the year was a strong predictor of if they had started when re surveyed.

Evaluations of the role of the media Alternative research  Boyd (2008) argues that films do represent the negatives of alcohol and drugs dependence. Drug use and addiction are depicted by physical deterioration, moral decline, violence etc.  Studies are correlational and reductionist.  A more holistic approach is needed when considering the influences on addiction.

Plenary Article   Discuss on your tables:  Taking into account the research from todays lesson,  Do you agree with this article?  Do you think that Tv/ film can encourage young people to start smoking?  If you disagree, why? Do any other factors come into play?