20 December 2017
Researchers:
Dr Rachel Brown, DECIPHer, School of Social Sciences, Cardiff University
Dr Sarah MacDonald, DECIPHer, School of Social Sciences, Cardiff University
Professor Simon Murphy, DECIPHer, School of Social Sciences, Cardiff University.
Key findings
- There are a limited number of alcohol media literacy intervention studies and none in a UK setting.
- Within interventions, the inclusion of core media literacy skills, adaptation of content to reflect local alcohol culture, and group delivery are associated with effectiveness.
- Within evaluations, baseline measures of youth use of, and exposure to, alcohol media is limited and assumed to be homogenous.
- Focus group data challenges this and suggests that younger pupils recall of alcohol advertising is low, with viewing behaviour changed by the advent of new technologies and family technical knowledge.
- Exposure to alcohol messaging is broader than traditional advertising and incorporates a wider range of alcohol marketing.
