Alcopops Leading Teenagers to Alcohol Dependency at Later Stages in Life - Coursework Example

Alcopops Leading Teenagers to Alcohol Dependency at Later Stages in Life 1. Introduction Although the problems initiated by alcohol have been around as long as alcohol itself, there is a constant sense of urgency surrounding them. One example is the argument associated with underage drinking and youth-preferred products such as Alcopops and several disputes over alcohol advertising in television, newspapers, and magazines. Many believe that alcohol industry’s targeting of underage customers or overtly young customers are a social issue and something should be done about it. The following sections discuss the social issues related to alcohol consumption of younger people and the portrayal of these issues by different media groups. 2. Alcopops Alcopops use sugar and flavorings to mask the taste of their frequently strong alcoholic content and come in a range of colors and designer inspired modes. Teenagers predominantly favored spirit-based Alcopops than traditional lager and cider based drinks because its marketing approach blended Alcopops’ image as easy to consume and stylish, which are indispensable items for the youth of today (Hope & Oliver 2005, p.101). “A devious way to make money” according to Edlin & Golantry (2007, p.402) because everyone loves lemonade. The Alcopops target market is initially women between the ages of 21 and 30 but viewing or hearing Alcopops ads on television, radio, billboards, the Internet, and in magazines, teenagers also suddenly became consumers of this alcoholic drink. Although teens were not deliberately targeted, advertising messages also draw children’s attention which are particularly disturbing picture of the youth-specific attractions of an alcohol marketing campaign (Bonnie & O’Connell 2004, p.133). 3. The Social Issues Related to Alcopops Alcopops, alcoholic lemonade and other sweet and flavored alcoholic sodas, gave rise to widespread criticism since its introduction in the 1990s. The media, specifically, were the first to voice out fear about the potential harm it might cause predominantly on young people less than 16 years of age. Consequently, in view of the need to protect the young people, the Alcopops issue became a “moral panic about modern youth” (Hougton & Roche 2001, p.224). Today, many alcohol related marketing are planned to draw attention to the desirability of using alcohol, mainly to add to the enjoyment of social occasions, and to stimulate or influence likely consumers to feel good toward the advertised products. However, according to Bonnie & O’Connell (2004), even though these messages may not be on purpose or targeting youth under 21, recent surveys reveal that many of them attracts more children and teenagers under the age of 16 than adults in terms of consciousness and use (p.134). The relation of Alcopops to alcohol dependency in later stages of life was also suggested by a number of earlier studies on young adult’s alcohol consumption. For instance, earlier studies reveal that about 75% of recurrent drinkers at the age of 15 were also regular drinkers at the age of 18 (Parker et al. 1998, p.64). Moreover, 90 percent of young people surveyed said that drinking Alcopops would make it more likely that they would drink other alcoholic beverages. In addition, twice as many 14 to 16 years olds preferred Alcopops to beer and mixed drinks and 41 percent of 14 to 18 years old had tried these beverages (Fisher 2006, p.92). The alcohol dependency aspect of these studies may be correct, as using a substance, Hope & Oliver (2005) explains, is not merely an issue of use but it is a symbolic act which has consequence for social standing and self-destiny (p.101). Social problems caused by the abuse of wine may distress the abuser’s immediate environment such as family and friends. On the other hand, they may have a much more noticeable effect in the wider community. The risk of alcohol abuse may include criminal activity, offensive behavior, sexual assault and child abuse, family disruption and marital discord, self-harm, mishaps, and decreased efficiency (Charters 2006, p.265). In addition, the medical and social costs suffered by society through alcohol misuse are distressingly high. For instance, the use of alcohol is correlated with roughly between 8,700 and 33,000 premature deaths every year in the United Kingdom, killing 17,000 Americans each year (Washington 2006, p.10), and considered a key factor in social problems such as homelessness, joblessness, domestic violence, marital collapse and child abuse in both country. More importantly, teenage drinking is rapidly increasing with age below 16 (Rassool 1998, p.191). 4. Analysis of Media Portrayal of the Alcopop’s Issue The media is such a significant element of the lives of countless young people and because of this they are the usual targets for tobacco and alcohol marketing. Children under the age of 21 see more magazine advertisements for alcoholic beverages, beer, Alcopops and distilled spirits than adults. Moreover, almost one-quarter of alcohol promotion on television is more likely to be viewed by young people than adults (Califano 2006, p.17). Alcohol and tobacco companies spend billions of dollars each year promoting through different media advertisements. Alcohol companies for instance are persistently endorsing new products to the market that have exceptional attraction to kids and solidly advertising them. Although the media can be a helpful tool for alcohol prevention by sending forceful, truthful messages such as a ‘truth’ campaign, media advertisements for addictive goods stimulate people intensely as they generate links between the product and strong emotions about relationships, sex, good times, lifestyle, and self-esteem (Page 2006, p.252). For instance, one media channel for successfully promoting alcohol and tobacco is movies where friendly and appealing characters using and get pleasure from tobacco and alcohol products. Although it may not be directly paid for by alcohol and tobacco companies, these events are in various ways an advertisement for these addictive products. One main reason for the media’s apparent disregard of this issue according to Wyburd (1998), is the view that the manufacturers of alcohol and tobacco has the right of freedom of commercial speech (p.42). In recent years, there has been an upward trend for alcohol marketing strategies to widen its reach, supplementing conventional forms of direct advertising in the print and broadcast media with some other marketing activities such as music, sports, or cultural sponsorship. Many of these media are particularly appealing to young people, but are at present subject of minimal regulation. The increasingly widespread marketing of products leads to concern about its effects on the behavior of young people and on their attitudes toward alcohol. Social science theory according to Palmer & Young (2003) suggest that advertising can really impact drinking behavior through expansion and strengthening of constructive attitude toward alcohol and drinking habit, primarily because of advertising-stimulated conception of images and viewpoints that function through persuasion processes of condition, social cognitive learning, and reasoned action. In addition, ads can disinhibit drinkers through justification and excuse, because audiences developed an understanding that drinking is a generally accepted tradition and a safe substance (p.318). Although econometric studies may show only weak or slight effect, survey data present proofs revealing that young people do react to this marketing on an emotional level, altering their attitude and outlook about drinking. Media advertising evidently influence a young person’s opinion to drink and exposure to and enjoyment of alcohol advertising indicates severe and more frequent drinking among young people. Moreover, media advertising also becomes a factor for young people to miscalculate the frequency of heavy and frequent drinking among their peers and generate an environment that would further intensify the alcohol use by young people. Similarly essential is the deceptive image of alcohol that media advertising promotes by giving a very biased picture of alcohol, linking it to fun, enjoyment, sexual and social achievement. Media advertising masks its contribution to morbidity, death, and social injury (Grant & O’Connor 2005, p.77). However, some other media are centered on condemning the insistent selling of Alcopops to teenagers and young people (Hope & Oliver 2005, p.101) while some politicians voice out their concern regarding the media advertising of alcohol as unacceptable (Wybud 1998, p.42). With regard to the media’s role in reporting alcohol issues, three important roles have been suggested –advertising, education, stories that relate alcohol and drinking to everyday life. Some argument regarding the media’s portrayals of alcohol issues, particularly about the risk, echoed the outlook of journalists themselves, a group which is according to Martinic & Leigh (2004) has a commonly heavier pattern of drinking than found in other professions (p.103). “News is an entity created by editors and journalist” (Brain 1986, p.190) that can be manipulated to portray alcohol-related behaviors as of greater or lesser seriousness. Others believed that media outlets biases are government-imposed, economically motivated or driven by a special ideology, or self-regulation. In a study examining articles published in major national American newspapers in the early 1990s found only half of the articles focused on alcoholism, treatment or social disruption resulting from excessive use while 40% addressed risks widely distributed across the population such accidents and other health risks. Similarly, American magazine gave the alcohol issues very little exposure as studies found an opposite relationship between the exposure of alcohol issues and the amount of alcohol advertising in them, signifying that publishers keep away from issues that may infuriate advertisers and lower their revenues. Meanwhile, those few magazines found with low percentage of alcohol advertising are likely to give a generally depressing picture of alcohol (Montonen 1996, p.125). The media according to Sloan & Mackay (2007) frequently portray alcohol in a positive light and newspapers frequently obliterate the mention of alcohol stories on domestic violence, crime and alcohol-related deaths (p.231). As mentioned earlier, the authors also attributed this tendency to journalism as being a ‘heavy drinking’ profession and the large sum of money coming from alcohol ads (p.232). However, some of those working in the media argue that they merely reveal the actuality of life and do not glamorize or exaggerate the role of alcohol in our society, although some understand that there is sum amount of social responsibility and are strictly taking into account the messages they endorsed (Howe 1989, p.33). In television, alcohol is oftentimes linked to relaxation and enjoyment, smooth social functioning, achievement or superiority. It is used to express information about an individual’s class or social accomplishment or to show warmth and kindness. In other words, television, a considered “another member of the family” (Gerstein 1984, p.82) and society’s most extensive and traditional learning environments (Institute of Medicine 2003, p.324), displays and gives popularity to the idea that alcohol drinking is linked with exciting and prosperous standard of living while beer drinking has a manly and down-market value. It is less common that television description of alcohol is associated with accidents, fights, or relationship problems. In general, television has not been a brilliant educator about drinking in society and clearly serving to justify the growing use of alcohol (Gerstein 1984, p.88). The reason for such media liberty in showing positive images of alcohol on television as they alleged is the absence of causal link between alcohol advertising and alcohol misuse. Consequently, they believed that only small but considerable minority is causing harm to themselves through abuse of alcohol (Howe 1989, p.34). Although there have been a number of television prevention messages and campaigns regarding the dangers of alcohol, the amount of these anti-alcohol campaigns, which according to Olson & Gerstein (1985) was remote and have had slight or no success in the past (p.106), are so small compared to the actual massive advertising of alcohol drinking. It is therefore understandable that advertising revenues from alcohol advertisers comes first before social responsibility. It is certainly not true that there alcohol advertising has no correlation with violence and accidents, as 5,000 people in the United States under the age of 21 died from alcohol-related injuries (Bryant & Oliver p.472). More than 30% alcohol-related motor vehicle accidents killed people between the ages of 1 and 24 (Miringoff & Opdyke p.130). More than forty-two thousand people killed on US roads in 2002 alone and 38% of these accidents were caused by alcohol (Evans p.250). According to Singer (2002), in Saffer (1997) study on the correlation between alcohol advertising and media in the US, he found that the greater density of alcohol advertising significantly increased the fatality rate and forbidding such advertising can save 5,000 to 10,000 lives per year (433), 5. Conclusion The media plays a very important role in shaping the behavior of the youth and the alcohol industry is using it to market their intoxicating products to children under the age of 16. They persistently introducing new products that have special appeal to kids and spending billions of dollars to advertise them. In the movies, scenes were commonly indirect advertisements of addictive products such as tobacco and alcohol. Marketing strategies extend its scope to music, sports, and other social activities. More often, media advertising give a misleading picture of alcohol and ignore the social harm of its actions and although some of them are criticizing the aggressive selling of Alcopops, these are just isolated cases and frequently overwhelmed by a much larger publicity promoting the alcoholic lemonade. The newspapers, magazines, and television altogether avoid issues that may affect their huge advertising revenues coming from advertisers and thus appears to legitimize increase use alcohol. 6. Reference List Bonnie R. J. & O'Connell M. E. (2004). Reducing Underage Drinking: A Collective Responsibility. US: National Academies Press Brain P. F. (1986). Alcohol and aggression. Australia: Routledge Bryant J. & Oliver M. B. (2008). Media Effects: Advances in Theory and Research. UK: Taylor & Francis Califano J. A. (2006). Women under the influence. US: JHU Press Charters S. (2006). Wine and society: the social and cultural context of a drink. UK: Butterworth-Heinemann Edlin G. & Golanty E. (2007). Health and wellness.US: Jones & Bartlett Publishers Evans L. (2004). Traffic Safety. US: Science Serving Society Fisher G. L. (2006). Rethinking our war on drugs: candid talk about controversial issues.US: Greenwood Publishing Group Gerstein D.R. (1984). Toward the prevention of alcohol problems: government, business, and community action. US: National Academy Press Grant M. & O'Connor J. (2005). Corporate social responsibility and alcohol: the need and potential for partnership. US: CRC Press Hope A. & Oliver P. (2005). Risk, education and culture. UK: Ashgate Publishing, Ltd. Houghton E. & Roche A. (2001). Learning about drinking. US: Psychology Press Howe B. (1989). Alcohol education: a handbook for health and welfare professionals. UK: Taylor & Francis Institute of Medicine. (2003). The future of the public's health in the 21st century. US: National Academies Press Martinic M. & Leigh B. C. (2004). Reasonable risk: alcohol in perspective. US: Routledge Miringoff M. & Opdycke S. (1999). The social health of the nation: how America is really doing. US: Oxford University Press Montonen M. (1996). Alcohol and the media. Finland: WHO Regional Office Europe Olson S. & Gerstein D. R. (1985). Alcohol in America: taking action to prevent abuse. US: National Academies Press Page T. S. (2006). Promoting health and emotional well-being in your classroom. US: Jones & Bartlett Publishers Palmer E. L. & Brian M. Y. (2003). The faces of televisual media: teaching, violence, selling to children. US: Lawrence Erlbaum Associates Parker H. J. et al. (1998). Illegal Leisure: The Normalization of Adolescent Recreational Drug Use, UK: Routledge Rassool G. H. (1998). Substance use and misuse: nature, context, and clinical interventions.UK: Wiley-Blackwell Singer J. L. (2002). Handbook of Children and the Media. US: SAGE Sloan W. D. & Mackay J. B. (2007). Media bias: finding it, fixing it. US: McFarland Washington S. (2006). Incorporating safety into long-range transportation planning. US: Transportation Research Board Wyburd G. (1998). Competitive and ethical? how business can strike a balance. UK: Kogan Page Publishers Read More

The relation of Alcopops to alcohol dependency in later stages of life was also suggested by a number of earlier studies on young adult’s alcohol consumption. For instance, earlier studies reveal that about 75% of recurrent drinkers at the age of 15 were also regular drinkers at the age of 18 (Parker et al. 1998, p.64). Moreover, 90 percent of young people surveyed said that drinking Alcopops would make it more likely that they would drink other alcoholic beverages. In addition, twice as many 14 to 16 years olds preferred Alcopops to beer and mixed drinks and 41 percent of 14 to 18 years old had tried these beverages (Fisher 2006, p.92). The alcohol dependency aspect of these studies may be correct, as using a substance, Hope & Oliver (2005) explains, is not merely an issue of use but it is a symbolic act which has consequence for social standing and self-destiny (p.101). Social problems caused by the abuse of wine may distress the abuser’s immediate environment such as family and friends.

On the other hand, they may have a much more noticeable effect in the wider community. The risk of alcohol abuse may include criminal activity, offensive behavior, sexual assault and child abuse, family disruption and marital discord, self-harm, mishaps, and decreased efficiency (Charters 2006, p.265). In addition, the medical and social costs suffered by society through alcohol misuse are distressingly high. For instance, the use of alcohol is correlated with roughly between 8,700 and 33,000 premature deaths every year in the United Kingdom, killing 17,000 Americans each year (Washington 2006, p.10), and considered a key factor in social problems such as homelessness, joblessness, domestic violence, marital collapse and child abuse in both country.

More importantly, teenage drinking is rapidly increasing with age below 16 (Rassool 1998, p.191). 4. Analysis of Media Portrayal of the Alcopop’s Issue The media is such a significant element of the lives of countless young people and because of this they are the usual targets for tobacco and alcohol marketing. Children under the age of 21 see more magazine advertisements for alcoholic beverages, beer, Alcopops and distilled spirits than adults. Moreover, almost one-quarter of alcohol promotion on television is more likely to be viewed by young people than adults (Califano 2006, p.17). Alcohol and tobacco companies spend billions of dollars each year promoting through different media advertisements.

Alcohol companies for instance are persistently endorsing new products to the market that have exceptional attraction to kids and solidly advertising them. Although the media can be a helpful tool for alcohol prevention by sending forceful, truthful messages such as a ‘truth’ campaign, media advertisements for addictive goods stimulate people intensely as they generate links between the product and strong emotions about relationships, sex, good times, lifestyle, and self-esteem (Page 2006, p.252). For instance, one media channel for successfully promoting alcohol and tobacco is movies where friendly and appealing characters using and get pleasure from tobacco and alcohol products.

Although it may not be directly paid for by alcohol and tobacco companies, these events are in various ways an advertisement for these addictive products. One main reason for the media’s apparent disregard of this issue according to Wyburd (1998), is the view that the manufacturers of alcohol and tobacco has the right of freedom of commercial speech (p.42). In recent years, there has been an upward trend for alcohol marketing strategies to widen its reach, supplementing conventional forms of direct advertising in the print and broadcast media with some other marketing activities such as music, sports, or cultural sponsorship.

Many of these media are particularly appealing to young people, but are at present subject of minimal regulation. The increasingly widespread marketing of products leads to concern about its effects on the behavior of young people and on their attitudes toward alcohol.

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