Abstract
THIS paper presents the results of a systematic con tent analysis of the portrayal of alcohol in two weeks of prime time television programmes. The analysis takes its point of departure in the argument that, in order to begin to understand the possible contri bution of television to alcohol-related beliefs and practices, it is necessary to look beyond the tra ditional research focus on persuasive communi cation, and examine the images of alcohol in television programmes generally. The analysis shows that alcohol images are prominent, particu larly in fictional programmes. Alcohol consumption is associated with pleasant sociable behaviour and with glamorous and affluent life-styles. There is little portrayal of the potentially negative effects and con sequences of drinking. Directions for further research are suggested.
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