- AO1
- There has been research into film representation of addiction. Sulkunen (2007) analysed 61 scenes from 47 films displaying various forms of addiction. Films about drug-users such as Trainspotting (1996), American Beauty (1999) and Human Traffic (1999) presented scenes of drug competence and enjoyment of the effects. This enjoyment was contrasted with the dullness and boredom of an ‘ordinary life’. The use of drugs was also representing a way of alleviating a problem. These factors resulted in a negative media influence as they promote addictive behaviour.
- New research suggests that media representation of smoking can influence a teenager’s behaviour towards smoking. Waylen et (2011) examined 360 US box office films released between 2001 and 2005, including those than included smoking. (E.g. Bridget Jones’ Diary) They found that when teenagers watched films with actors smoking, they were more likely to start smoking.
- Television and the Internet have been identified as possible forms of intervention for addictive behaviour. Television is increasingly used to promote healthy lifestyles and demote unhealthy life choices, prompting behaviour change such as anti smoking campaigns and endorsing physical exercise.
- Bennet et al (1991) evaluated the TV series: Psst… the Really Useful Guide to Alcohol (1989). Viewers of the programme were compared to controls that didn’t watch the series. The results showed that despite showing an improvement in alcohol related knowledge, there was no improvement in attitudes towards alcohol or in alcohol consumption.
- In a similar but more recent study in the Netherlands, Kramer et al (2009) assessed the effectiveness of the programme: Drinking Less? Do it Yourself! It was a five week self help intervention programme aiming to reduce and improve drinking problems. The intervention group were more successful than a control group in low-risk drinking rather than high risk drinking, a difference that stayed consistent at the 3 month follow up.
- In 2008 a UK television and Internet campaign was launched to warn teenagers about the use of cocaine. This campaign used a fake and fictional dog, called Pablo, who was used to transport cocaine by drug dealers. The dog then went to see the people who were taking cocaine and the adverts showed some shocking images such as girl who was having a heart attack after using. Despite the shock level of the campaign, evidence about the usefulness of it is inconclusive.
- AO2
- There is supporting research for the claim of film representations of addiction. Although many studies have documented the way addiction is represented in the media, few have demonstrated the effect it has on viewers. Sargent and Hanewinkel (2009) tested exposure on adolescents. They surveyed 4384 adolescents aged between 11 and 15; they were resurveyed a year later. They found that of those who didn’t smoke, exposure to movie smoking was a significant and strong predictor of whether they were smoking 1 year later. However, contrary to the claim that films show addiction in a positive way, Boyd (2008) argues they do represent the negative consequences. According to Boyd, for example, illegal drug uses are depicted by physical deterioration, sexual degradation, violence, and crime and moral decline. As a consequence, US filmmakers are provided with advice about how to portray drug use and addiction and are offered financial incentives if done in a negative way.
- There are methodological problems with the Kramer et al There were two groups, a control and an intervention group. A problem with this is that as the intervention group were seen visited weekly by researchers, which may have inflated the positive outcome due to the added pressure to alter their behaviour. Also, the control group were aware that they were waiting for treatment so they may have post-poned the behavioural change, further inflating the difference between he two groups, giving false or exaggerated findings.
