the role of the media in addictive behaviors

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  • The role of the media in addictive behavior
    • the way certain habits are portrayed in the media lead to how we view these habits (e.g. smoking drinking, drugs) and form opinions on them
    • the most obvious way to manipulate behavior is through advertising and product placement in films
      • but, a lot of game shows involve gambling, e.g. the chase and tipping point
    • Advertising
      • advertising can be used to promote the use of various products e.g. cigarettes and alcohol, but can also be used to promote healthy lifestyles
        • e.g. the lottery is advertised widely across Europe and it is easily accessible through shops. The televised draw focuses only on the winning aspects, not the thousands who loose each week
      • alcohol and cigarette advertising seem to increase product awareness and shape attitudes
        • Chapman and Fitzgerald- underage smokers showed a preference for heavily advertised brands
      • Atkin et al- 12-17 year olds who had higher exposure to advertising were more likely to approve of underage drinking and drunkness
    • Models in the media
      • behaviours such as drinking and smoking have been widely portrayed on tv as acceptable social activities and problem solvers e.g. after a bad day
        • smoking was even portrayed as sophisticated at one point
      • SLT suggests that we learn behaviors through role models and vicarious experience- so we learn our behaviors from powerful role models on the TV
        • e.g. Skins


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