The Theory of Triadic Influence, Media Literacy, Adolescents and Alcohol Advertising in Lagos State
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This paper notes that the development of drinking behaviour throughout ones adolescent stage is
certainly a dynamic process. Part of the process is affected by different levels and nature of
influences. The paper also notes that these different influences do not occur independently but,
instead, frequently cluster together and interact with one another in developmentally dependent
ways. However, it suffices to state that since most alcohol drinkers pick up the habit as
adolescents and drawn to it, in part, by advertisements featuring attractive models in playful
poses, or cool movie characters whose mystique is enhanced by the fact that they drink; alcohol
advertising, especially in the broadcast media, represents the single greatest source of alcohol
education for consumers. Thus, youths who are at increased risk for becoming substance users
are often the heaviest viewers. These youths take media depictions of attitudes and behaviours as
indicators of societal norms. In other words, mass media “sell” lifestyles, not just products,
(Flay, 2005). The likely consequences of this finding on adolescents drinking intention is that in
the absence of media literacy and perceived behavioural control, more adolescents may likely
intend to drink.
Keywords
H Social Sciences (General), HE Transportation and Communications