A Longitudinal Study Of Generic Alcohol And Tobacco Cues In Daytime Soap Opera Programs: Fall, 1986, 1991, And 2001

Abstract

<p class="MsoNormal" style="text-align: justify; margin: 0in 34.2pt 0pt 0.5in;"><span style="font-size: 10pt;"><span style="font-family: Times New Roman;">A longitudinal study was conducted to determine the frequency and context of generic alcohol and tobacco cues in daytime television soap opera programs broadcast in fall, 1986, 1991, and 2001.<span style="mso-spacerun: yes;">  </span>A content analysis of these programs showed that alcohol cues occurred significantly more frequently than tobacco cues.<span style="mso-spacerun: yes;">  </span>The alcohol cues occurred with significantly increasing frequency in 1991 vs. 1986, and then again in 2001 vs. 1991.<span style="mso-spacerun: yes;">  </span>Although the alcohol cues were generic (unbranded), in “appropriate” settings, and neither actively consumed nor directly related to storylines, their significantly increasing use could still be of concern.</span></span></p>