1 research outputs found
The Secondhand Effects of College Drinking: The Need For Media Relations
Heavy episodic drinking can lead to significant harmful effects for the drinker and
others. Rates of heavy alcohol use on college campuses have remained high, despite
increased educational interventions. This study examines the coverage of the negative
consequences of drinking among college students. This content analysis looks at
coverage from1996-2006 in 32 major US newspapers. Of the total 255 articles, 209
covered at least one negative consequence of college drinking. Consequences were
framed as individual in nature and did not acknowledge the impact on other individuals
and institutions. Those related to damage to self were covered most often in
newspapers from this time period, appearing in nearly every article that mentioned a
negative consequence. Damage to others and damages to institutions were mentioned
very infrequently. In addition, in 2006, damages to self outnumbered damages to others
4:1 and damages to institutions 10:1. While a range of negative consequences of heavy
episodic drinking are covered, the most common harm covered is death, which is
severe but highly unlikely. Coverage of more commonly occurring negative
consequences were far less frequent. Coverage varied by region and was not
consistent with where the greatest college drinking problems are found. The focus on
individual harms and particularly those that are uncommon could lead readers to
inaccurately perceive the issue as episodic and unrelated to environmental
determinants. The study concludes that public relations and public health professionals
can use media advocacy to work with the media to illuminate the secondhand impact of
episodic drinking beyond those affecting the drinker