Alcohol imagery on New Zealand television

BACKGROUND: To examine the extent and nature of alcohol imagery on New Zealand (NZ) television, a content analysis of 98 hours of prime-time television programs and advertising was carried out over 7 consecutive days' viewing in June/July 2004. The main outcome measures were number of scenes in programs, trailers and advertisements depicting alcohol imagery; the extent of critical versus neutral and promotional imagery; and the mean number of scenes with alcohol per hour, and characteristics of scenes in which alcohol featured. RESULTS: There were 648 separate depictions of alcohol imagery across the week, with an average of one scene every nine minutes. Scenes depicting uncritical imagery outnumbered scenes showing possible adverse health consequences of drinking by 12 to 1. CONCLUSION: The evidence points to a large amount of alcohol imagery incidental to storylines in programming on NZ television. Alcohol is also used in many advertisements to market non-alcohol goods and services. More attention needs to be paid to the extent of alcohol imagery on television from the industry, the government and public health practitioners. Health education with young people could raise critical awareness of the way alcohol imagery is presented on television

Tobacco imagery on New Zealand television 2002–2004

Considerable emphasis has been placed on the importance of tobacco imagery in the movies as one of the “drivers” of smoking among young people. Findings are presented from a content analysis of 98 hours of prime‐time programming on New Zealand television 2004, identifying 152 scenes with tobacco imagery, and selected characteristics of those scenes. About one in four programmes contained tobacco imagery, most of which might be regarded as “neutral or positive”. This amounted to about two scenes containing such imagery for every hour of programming. A comparison with our earlier content analysis of programming in 2002 indicated little change in the level of tobacco imagery. The effect of this imagery in contributing to young viewers taking up smoking, and sustaining the addiction among those already smoking, deserves more research attention