Impact of Alcohol Advertising on Drinking Beliefs and Behaviours - Research Proposal Example

RESEARCH PROPOSAL Investigation of the need and viability of imposing stricter legislative prohibitions on alcohol advertising and sponsorship of sporting and other cultural events in Australia. Table of Contents Contents 1 Introduction 3 1.1 Research problem 3 1.2 Research Questions 3 1.3 Research aims and objectives 3 1.4 Significance of the Study 4 2 Literature Review 4 2.1 Analysis of Existing Literature 4 2.2 The Research Problem Identified 5 3 Research Methodology 5 3.1 Appropriateness of Methodology 5 3.2 Relation to research objectives 5 3.2.1 Paradigm and fundamental philosophy 5 3.2.2 Type of Research 5 3.2.3 Nature of Inquiry 6 3.2.4 Research Approach 6 4 Data Collection Methods 6 4.1 Appropriateness of data collection method 6 4.2 Link to methodology 6 4.3 Inappropriateness of alternative methods 6 5 Sampling 7 5.1 Appropriateness of sampling technique 7 5.2 Support to research objectives 7 5.3 Inappropriateness of alternative sampling technique 7 6 Data Analysis 7 6.1 Appropriateness of data analysis technique 7 6.2 Link to methodology 8 6.3 Inappropriateness of alternative data analysis technique 8 7 Ethical Considerations 8 7.1 Relevant ethical considerations 8 7.2 Ethical limitations 8 8 Validity and reliability considerations 9 8.1 Relevant validity considerations 9 8.2 Relevant reliability considerations 9 9 Conclusion 9 9.1 Appropriateness and Justification of the Proposal 9 9.2 Recommendations 10 10 References 10 1 Introduction 1.1 Research problem The Australian government in 1976 effectively banned all tobacco advertising on radio and television by amending the Broadcasting and Television Act . In 1990, further amendment to the Act according to made advertising of tobacco products in newspapers and magazines illegal. In 1992, Australia became the “darkest market” for tobacco manufacturers when the Tobacco Prohibition Act of 1992 made even cigarette brands’ sponsorship of sports events illegal. In contrast, although similarly influential to children and young people, it is not clear why the Australian government is not taking similar action on alcohol advertising and sponsorship of similar events . In fact, alcohol advertising in Australia is permitted through industry self-regulation or complying with alcohol advertising standards that according to are being infringed and manipulated by both media and alcohol industry. 1.2 Research Questions a. Is the influence of tobacco advertising and sponsorship of sports events on children and young people’s beliefs and behaviour greater compared to alcohol advertisement and sponsorship of similar events? b. In relation to alcohol industry, is the tobacco industry not capable of self-regulation, complying with voluntary codes, and the general rules of advertising standards? c. Should the Australian government take similar approach to prohibit alcohol sponsorship of sporting and other cultural events? 1.3 Research aims and objectives The aim of this research is to determine if there is a need for the Australian government to use similar tobacco advertising legislative restrictions to alcohol advertising and sponsorship of sporting and cultural events. The main objective of this research is to identify issues preventing the Australian government from implementing similar legislative prohibitions on alcohol. The sub objectives of this study include: - Acquiring sufficient information to support and justify arguments about the difference and similarities of tobacco and alcohol sponsored sporting and cultural events in terms of children and young people’s beliefs and behaviour. - Gather enough information on the criteria used by the Australian government to distinguish industries requiring self-regulation and those that deserve total legislative prohibitions. - Acquire sufficient evidence to justify the imposition of similar legislative prohibitions in alcohol advertising and sponsorship of sports and other cultural events 1.4 Significance of the Study The significance of this study comes from the fact that despite alcohol advertising’s adverse effect on children and young adults’ beliefs and behaviour, the industry still enjoys self-regulation and experiencing no legislative prohibitions that can effectively reduce children’s exposure to messages promoting and encouraging alcohol drinking, alcohol-related behaviours and future drinking expectations among children. 2 Literature Review 2.1 Analysis of Existing Literature Tobacco and alcohol are generally controversial products that according to are often criticised for their advertising strategies targeting adolescents. Theories in advertising such as the Theory of Cognitive Dissonance suggest that people pay more attention to advertising after they consumed the product. In contrast, the Commodity Theory suggest that restricting product advertising (ex. alcohol) create more demand . The basis of Australia’s legislative prohibitions on tobacco advertising appears to be the risk associated with smoking such as lung cancer . However, although protection of public health was similarly recognised in placing restrictions over alcohol advertising, the industry was given the alternative to legislative intervention – self –regulation . Self-regulation is governed by Australia’s alcohol advertising scheme managed by the alcohol and advertising industries and where ABAC or Alcohol Beverages Advertising Code served as code of practice . It then appears that aside for being unconstitutional, regulation of alcohol advertising is controlled by people who would likely violate it. A considerable body of literature believe that advertising increases alcohol abuse and self-regulation cannot prevent this. However, recent studies conducted on the affects of alcohol advertising shows significant connections between exposure and drinking behaviours but the link between alcohol advertising and drinking beliefs is far from being conclusive . Similarly, some research indicated the association between alcohol advertising and drinking knowledge, attitudes, and behaviour but it did not establish with certainty that such advertising causally affected drinking. Experimental and econometric studies also suggested that alcohol advertising causally affect beliefs and behaviour but found null effects . 2.2 The Research Problem Identified There seems to be gap in literature regarding the impact of alcohol advertising on drinking beliefs and behaviours. There is also insufficient evidence to support legislative restrictions on alcohol advertising as the required link between exposures and drinking behaviours is missing. 3 Research Methodology 3.1 Appropriateness of Methodology Concerns related to advertising and consumption of tobacco and alcohol products are social issues that entails selection of a research methodology that can satisfactorily support inquisition of people’s perception and interpretations of a particular social issue. Qualitative research is a useful methodology for discovering the underlying motives of human behaviour, feelings, desires, beliefs, values, attitude, and perception of a particular issue such as the imbalances in tobacco and alcohol advertising prohibitions or institution such as Australian government’s reluctance to take action on the regulation of alcohol advertising. 3.2 Relation to research objectives 3.2.1 Paradigm and fundamental philosophy Qualitative research has its roots on realist and relativist philosophy where findings of the research should closely correspond to the real world . However, the methodology is later classified into several realism-related paradigms such as positivism and constructivism where researcher adhere to positivist quality criteria such as objectivity, reliability, and validity . 3.2.2 Type of Research Qualitative research is exploratory and correlational in nature as it explore how individuals understand themselves and often seek the causes of behaviour by finding the correlations between variables . 3.2.3 Nature of Inquiry Qualitative research is a form of inquiry where exploration of phenomena occurs in the natural setting . It is generally a naturalistic inquiry as it share most the characteristics that define the naturalistic paradigm such as human instrument, utilisation of tacit knowledge, inductive data analysis, purposive sampling, and others . It is also an inductive form of inquiry as it blends research skills, patterns, categories, themes, and multiple perspectives . 3.2.4 Research Approach Qualitative research is a multi-method approach as it has no distinct set of methods that are entirely its own . Some qualitative researchers according to use narrative, discourse, archival and phonemic analysis while others employ methods and techniques such as interviews, psychoanalysis, cultural studies, surveys, and participant observation. 4 Data Collection Methods 4.1 Appropriateness of data collection method Semi-structured interview according to is the most commonly used method of data collection in qualitative research mainly because it is designed to acquire specific answers and draw out relevant respondents’ perspectives of the issues that must be address. It allows use of open-ended question and planned or unplanned probes to further clarify responses. More importantly, it allows respondents to express themselves without interruption and in the process reveal what really matters to them. 4.2 Link to methodology Qualitative research often used the interview method for its ability to explore deep into respondents’ perspectives, promote realist epistemological philosophy, and support for constructivist view of language as channel for describing the external social world and respondents’ internal mental states . 4.3 Inappropriateness of alternative methods Acquiring specific answers is also possible through survey questionnaires but this data collection method has low response rate, generate less accurate data, prone to misinterpretation and omission of questions . However, the method according to cannot probe deep into respondents’ perspectives, observation of respondents environment is not possible, acquire less data and therefore unsuitable for this study’s purpose. 5 Sampling 5.1 Appropriateness of sampling technique Qualitative research requires non-probability sampling and as described in Section 3.2.3, naturalistic inquiry specifically demand purposive sampling where samples are designed to be diverse as possible . Purposive or judgemental sampling is common in qualitative research because the composition of the sample (i.e. participants with knowledge and experience related to the research questions) determine the validity of the inquiry . Judgemental sampling according to is not only capable of selecting individuals with preferred characteristics but appropriate location or setting of the study. Moreover, judgemental or purposive sampling is practical and efficient in terms of time and money as all samples possesses key characteristics that are beneficial for the study. 5.2 Support to research objectives The subjectivity offered by judgement sampling separate it from other sampling methods as it allows researchers to customise their approach to sample selection and select the most likely representative sample of a population . It is important to that a sample that is representative of population according to reduced sampling error and enhance external validity findings thus supporting the research objectives in gathering sufficient evidence to support and justify arguments. 5.3 Inappropriateness of alternative sampling technique Unlike judgemental sampling non-probability sampling such as quota, convenience, snowball, and others do not assure inclusion of elements that are of great importance for the research . For instance, convenience sampling is easy to implement but vulnerable to errors such as participants with similar circumstances but different interest . In contrast, judgemental sampling enriches data by including identical participants with similar experience, characteristics, and understanding . 6 Data Analysis 6.1 Appropriateness of data analysis technique Qualitative research greatly benefits from content and thematic analysis technique mainly because they offer efficiency and reliability. For instance, content analysis enables qualitative researchers to evaluate words and phrases and identify keywords or repeated ideas from a body of text data. Similarly, thematic analysis offers the advantage of identifying and describing implicit and explicit ideas and focus on different kinds of meanings . 6.2 Link to methodology Content and thematic analysis is realist in nature and designed specifically for systematic evidence synthesis of qualitative data . Content analysis is mainly intended for textual information such as qualitative interview data and since qualitative methodology needs to identify themes from bulk of data, it demands a method that can effectively identify, analyse, and report key themes such as thematic analysis . 6.3 Inappropriateness of alternative data analysis technique Alternative data analysis technique such as narrative, semiotic, discourse, and others are similarly useful but they cannot identify themes and categories and present an overall picture of qualitative data. For instance, narrative analysis identify events and actions but can only show multiple viewpoints while discourse analysis is limited to the existence of discourse and theoretical frames in data rather than highlighting the issues or themes . 7 Ethical Considerations 7.1 Relevant ethical considerations Research on tobacco and alcohol advertising entail sensitive ethical issues as abuse of these products is closely associated with devastating personal and social consequences. For instance, alcohol consumption according to is linked to almost half of all automobile accidents, homicides, rapes, violence, and child molestation in the United States. There is therefore a need to consider critical research ethics and responsibilities associated with the design, conduct, and reporting of this proposed research. In order to ensure compliance to research ethics, the proposed research methodology will be conducted with voluntary, well informed, and anonymous participants assured of the confidentiality of the information they provide. 7.2 Ethical limitations Similar to other research, the proposed study is limited by the ethical boundaries inherent to research involving human participants such as qualitative interviewing . These include failure to acquire informed consent and approval of participants resulting reduction of sample size, the level of confidentiality that may be offered to participants resulting to interviewees concealment of critical information, curtailed questioning and obtaining incomplete data because the interviewer need to protect interviewee from emotional and psychological harm, stress, legal repercussions, and others . 8 Validity and reliability considerations 8.1 Relevant validity considerations Validity or credibility in qualitative research includes determination of the degree by which a researcher claims knowledge that is consistent with reality . It is therefore necessary for this study to explain social processes from the perspective of the participants and present a social perspective that is corroborated with the people involved . 8.2 Relevant reliability considerations Reliability or dependability in qualitative research refers to the extent to which an independent researcher can obtain similar results . The dependability consideration therefore is to have a clear, appropriate, and detailed research processes that include clearly defined research problem, data collection and analysis, and reporting procedure . 9 Conclusion 9.1 Appropriateness and Justification of the Proposal The proposed study is relevant to Australia’s selective treatment of products with almost similar health concerns such as the legislative restrictions imposed on all tobacco advertising and evident leniency over self-regulated alcohol advertising. The proposed study can help determine the impact of alcohol advertising particularly on children and young adult’s perception of alcohol drinking and the reason why the alcohol industry still manage to elude legislative prohibitions despite health effects and advertising messages that evidently tempting young people to consume intoxicating beverages. This proposed study can greatly contribute to the well-being of children and young people particularly their future lifestyle. The results of the study can influence and change people’s perception of self-regulation, appreciate the beneficial effect of legislative prohibitions, recognize the power of media advertising in influencing beliefs, behaviours, and values, and discover objectionable promotional strategies concealed in sports and cultural events sponsorship. 9.2 Recommendations Knowledge gained from exploring issues associated with alcohol advertising and application of legislative prohibitions can in effect serve as groundwork for future research particular those that would investigate the impact of legislative restrictions. This study therefore recommends in-depth exploration of issues surrounding self-regulation, business implications of restrictive laws, and others. It may be more advantageous for future researchers to use other methodologies such quantitative research and mixed methods so they can take advantage of statistical techniques and numerical analysis. 10 References Read More