Top

International Journal of Behavioral Medicine

Published in:

01-06-2019

Young Thai People’s Exposure to Alcohol Portrayals in Society and the Media: A Qualitative Study for Policy Implications

Authors: Ratchakorn Kaewpramkusol, Kate Senior, Richard Chenhall, Sutham Nanthamongkolchai

Published in: International Journal of Behavioral Medicine | Issue 3/2019

Abstract

Background

Although previous quantitative studies have documented the association between exposure to alcohol portrayals and drinking attitudes in Western countries, few qualitative studies have explored this matter in Thailand. A better understanding of the association in young Thais is required for a more efficient alcohol policy development. This study aims to explore the information young Thais have learnt from exposure to alcohol portrayals in society and the media, examine how this exposure shapes their drinking attitudes, and investigate the alignment of policy-makers’ views on drinking with those of young people.

Methods

Two qualitative research methods were employed. Seventy-two university students (38 men, 34 women) aged 20–24 participated in focus groups conducted on campus. Semi-structured interviews were conducted with academia, civil society and representatives from government who were involved in alcohol policy. Recorded data were transcribed verbatim, systematically coded and analysed using content analysis.

Results

Young Thais were regularly exposed to alcohol portrayals, particularly on social media and in their social environment. Being increasingly exposed to alcohol portrayals, particularly on social media, and the role of the alcohol industry emerged as concerning matters to the academia and civil society sectors. In response to the concerns, the government social media monitoring and alcohol censorship had become more challenging.

Conclusions

This study reflects the growing concerns from academia and civil society sectors of the impacts of increased alcohol exposure and the role that the industry may have on young people’s drinking attitudes. It highlights the need for response to significant policy challenges to reduce these impacts.

World Health Organization. Global strategy to reduce the harmful use of alcohol. Geneva: World Health Organization; 2010.

Smith LA, Foxcroft DR. The effect of alcohol advertising, marketing and portrayal on drinking behaviour in young people: systematic review of prospective cohort studies. BMC Public Health. 2009;9:51. https://doi.org/10.1186/1471-2458-9-51.CrossRefPubMedPubMedCentral

Hoffman EW, Pinkleton BE, Weintraub Austin E, Reyes-Velázquez W. Exploring college students’ use of general and alcohol-related social media and their associations with alcohol-related behaviors. J Am Coll Heal. 2014;62(5):328–35. https://doi.org/10.1080/07448481.2014.902837.CrossRef

Grube JW. Alcohol in the media: drinking portrayals, alcohol advertising, and alcohol consumption among youth. In: Bonnie RJ, OCME, editors. Reducing underage drinking: a collective responsibility: National; 2004.

Bergamini E, Demidenko E, Sargent JD. Trends in tobacco and alcohol brand placements in popular US movies, 1996 through 2009. JAMA Pediatr. 2013;167(7):634–9. https://doi.org/10.1001/jamapediatrics.2013.393.CrossRefPubMedPubMedCentral

Hanewinkel R, Sargent JD, Poelen EAP, Scholte R, Florek E, Sweeting H, et al. Alcohol consumption in movies and adolescent binge drinking in 6 European countries. Pediatrics. 2012;129(4):709–20. https://doi.org/10.1542/peds.2011-2809.CrossRefPubMedPubMedCentral

Kollath-Cattano C, Abad-Vivero EN, Mejia R, Perez-Hernandez R, Sargent JD, Thrasher JF. Portrayals of character smoking and drinking in argentine-, Mexican- and US-produced films. Prev Med. 2016;90:143–7. https://doi.org/10.1016/j.ypmed.2016.07.005.CrossRefPubMedPubMedCentral

Kittiwarakul N. Interpreting of scene related to alcohol beverage and alcohol beverage product placement process in Thai films after proclaiming of alcohol beverage control act B.E.2008: Center for Alcohol Studies, Thai Health Promotion Foundation. 2012.

Siegel M, Johnson RM, Tyagi K, Power K, Lohsen MC, Ayers AJ, et al. Alcohol brand references in U.S. popular music, 2009–2011. Subst Use Misuse. 2013;48(14):1475–84. https://doi.org/10.3109/10826084.2013.793716.CrossRefPubMed

10.

Lindsay J, Kelly P, Harrison L, Hickey C, Advocat J, Cormack S. What a great night: the cultural drivers of drinking practices among 14–24 year-old Australians. [Australia] 2009.

11.

Primack BA, Colditz JB, Pang KC, Jackson KM. Portrayal of alcohol intoxication on YouTube. Alcohol Clin Exp Res. 2015;39(3):496–503. https://doi.org/10.1111/acer.12640.CrossRefPubMedPubMedCentral

12.

Cranwell J, Britton J, Bains M. "F*ck it! Let's get to drinking—poison our livers!": a thematic analysis of alcohol content in contemporary YouTube MusicVideos. Int J Behav Med. 2017;24(1):66–76. https://doi.org/10.1007/s12529-016-9578-3.CrossRefPubMed

13.

Ross CS, Henehan ER, Jernigan DH. Youth exposure to alcohol advertising in National Magazines in the United States, 2001–2011. Am J Public Health. 2017;107(1):136–42. https://doi.org/10.2105/ajph.2016.303514.CrossRefPubMedPubMedCentral

14.

Jernigan D, Noel J, Landon J, Thornton N, Lobstein T. Alcohol marketing and youth alcohol consumption: a systematic review of longitudinal studies published since 2008. Addiction. 2017;112(Suppl 1):7–20. https://doi.org/10.1111/add.13591.CrossRefPubMed

15.

Noel JK, Babor TF, Robaina K, Feulner M, Vendrame A, Monteiro M. Alcohol marketing in the Americas and Spain during the 2014 FIFA World Cup tournament. Addiction. 2017;112:64–73. https://doi.org/10.1111/add.13487.CrossRefPubMed

16.

Siegel M, Ross CS, Albers AB, DeJong W, King C III, Naimi TS, et al. The relationship between exposure to brand-specific alcohol advertising and brand-specific consumption among underage drinkers—United States, 2011–2012. Am J Drug Alcohol Abuse. 2016;42(1):4–14. https://doi.org/10.3109/00952990.2015.1085542.CrossRefPubMed

17.

Barry AE. Alcohol advertising influences underage brand-specific drinking: evidence of a linear dose–response relationship. Am J Drug Alcohol Abuse. 2016;42(1):1–3. https://doi.org/10.3109/00952990.2015.1104319.CrossRefPubMed

18.

Ross CS, Maple E, Siegel M, DeJong W, Naimi TS, Ostroff J, et al. The relationship between brand-specific alcohol advertising on television and brand-specific consumption among underage youth. Alcohol Clin Exp Res. 2014;38(8):2234–42. https://doi.org/10.1111/acer.12488.CrossRefPubMedPubMedCentral

19.

Morgenstern M, Li Z, Sargent JD. The party effect: prediction of future alcohol use based on exposure to specific alcohol advertising content. Addiction. 2017;112(1):63–70. https://doi.org/10.1111/add.13509.CrossRefPubMed

20.

White V, Faulkner A, Coomber K, Azar D, Room R, Livingston M, et al. How has alcohol advertising in traditional and online media in Australia changed? Trends in advertising expenditure 1997–2011. Drug Alcohol Rev. 2015;34:521–30. https://doi.org/10.1111/dar.12286.CrossRefPubMed

21.

Moreno MA, Whitehill JM. Influence of social media on alcohol use in adolescents and young adults. Alcohol Res. 2014;36(1):91–100.PubMedPubMedCentral

22.

Jernigan DH, Padon A, Ross C, Borzekowski D. Self-reported youth and adult exposure to alcohol marketing in traditional and digital media: results of a pilot survey. Alcohol Clin Exp Res. 2017;41(3):618–25. https://doi.org/10.1111/acer.13331.CrossRefPubMed

23.

Carrotte ER, Dietze PM, Wright CJ, Lim MS. Who 'likes' alcohol? Young Australians' engagement with alcohol marketing via social media and related alcohol consumption patterns. Aust N Z J Public Health. 2016;40(5):474–9. https://doi.org/10.1111/1753-6405.12572.CrossRefPubMed

24.

Anderson P, de Bruijn A, Angus K, Gordon R, Hastings G. Impact of alcohol advertising and media exposure on adolescent alcohol use: a systematic review of longitudinal studies. Alcohol Alcohol. 2009;44(3):229–43.CrossRefPubMed

25.

Monteiro MG, Babor TF, Jernigan D, Brookes C. Alcohol marketing regulation: from research to public policy. Addiction. 2017;112 Suppl 1:3–6. https://doi.org/10.1111/add.13660.CrossRefPubMed

26.

Royal Thai Government Gazette. Alcoholic Beverage Control Act B.E. 2551. 13 February 2008 ed: The Secretariat of The Cabinet; 2008. p. 34–49.

27.

Alcoholic Beverages Control Commission. In: Ministry of Public Health, editor. Alcohol Beverage Control Commission Announcement: The format and method of displaying warning messages to accompany logos of alcoholic beverages or the logo of the alcohol manufacturers. Bangkok: Royal Thai Gazette; 2014. p. 18–9.

28.

Organisation for Economic Cooperation and Development (OECD). Social cohesion policy review of Viet Nam. Paris: OECD Publishing; 2014.

29.

Organisation for Economic Cooperation and Development (OECD). Engaging youth in policy-making processes (module 6). Evidence-based policy making for youth well-being: a toolkit. Paris: OECD Publishing; 2017. p. 147–60.

30.

Scott S, Muirhead C, Shucksmith J, Tyrrell R, Kaner E. Does industry-driven alcohol marketing influence adolescent drinking behaviour? A systematic review. Alcohol Alcohol (Oxford, Oxfordshire). 2017;52(1):84–94. https://doi.org/10.1093/alcalc/agw085.CrossRef

31.

Kheokao JK, Kirkgulthorn T, Yingrengreung S, Singhprapai P. Effects of school, family and alcohol marketing communication on alcohol use and intentions to drink among Thai students. Southeast Asian J Trop Med Public Health. 2013;44(4):718–26.PubMed

32.

Kittipichai W, Sataporn H, Sirichotiratana N, Charupoonphol P. Alcoholic beverages drinking among female students in a Tourist Province, Thailand. Global J Health Sci. 2012;4(1):57–64. https://doi.org/10.5539/gjhs.v4n1p57.CrossRef

33.

National Statistical Office. The Smoking and Drinking Behaviour Survey 2014 Report. Bangkok: National Statistical Office, Ministry of Information and Communication technology, Thailand, Social Statistics Bureau;2015.

34.

Norris AE. Aroian Kj Fau - Warren S, Warren S Fau - Wirth J, Wirth J. Interactive performance and focus groups with adolescents: the power of play. Res Nurs Health. 2012;35(6):671–9.CrossRefPubMedPubMedCentral

35.

Onwuegbuzie AJ, Dickinson WB, Leech NL, Zoran AG. A qualitative framework for collecting and analyzing data in focus group research. Int J Qual Methods. 2009;8(3):1–21. https://doi.org/10.1177/160940690900800301.CrossRef

36.

Thamarangsi T. The “triangle that moves the mountain” and Thai alcohol policy development: four case studies. Contemp Drug Probl. 2009;36(1–2):245–81. https://doi.org/10.1177/009145090903600112.CrossRef

37.

National Statistical Office. The Smoking and Drinking Behaviour Survey 2011 Report. Bangkok: National Statistical Office, Ministry of Information and Communication technology, Thailand, Social Statistics Bureau;2012.

38.

Lobstein T, Landon J, Thornton N, Jernigan D. The commercial use of digital media to market alcohol products: a narrative review. Addiction. 2017;112(Suppl 1):21–7. https://doi.org/10.1111/add.13493.CrossRefPubMed

39.

Vichienwanitchkul M. Online marketing Thailand: the state of social media. Syndacast. 2015; http://syndacast.com/infographic-online-marketing-thailand-the-state-of-social-media/. Accessed 23 Nov 2015.

40.

Jernigan DH, Rushman AE. Measuring youth exposure to alcohol marketing on social networking sites: challenges and prospects. J Public Health Policy. 2014;35(1):91–104. https://doi.org/10.1057/jphp.2013.45.CrossRefPubMed

41.

Nicholls J. Everyday, everywhere: alcohol marketing and social media—current trends. Alcohol Alcohol. 2012;47(4):486–93. https://doi.org/10.1093/alcalc/ags043.CrossRefPubMed

42.

Nhean S, Nyborn J, Hinchey D, Valerio H, Kinzel K, Siegel M, et al. The frequency of company-sponsored alcohol brand-related sites on Facebook—2012. Subst Use Misuse. 2014;49(7):779–82. https://doi.org/10.3109/10826084.2014.880177.CrossRefPubMedPubMedCentral

43.

Mackellar J. Event Audiences. In: Event audiences and expectations. New York: Routledge; 2017. p. 1–19.

44.

Brown K. Association between alcohol sports sponsorship and consumption: a systematic review. Alcohol Alcohol. 2016;51(6):747–55. https://doi.org/10.1093/alcalc/agw006.CrossRefPubMedPubMedCentral

45.

Giles EL, Brennan M. Trading between healthy food, alcohol and physical activity behaviours. BMC Public Health. 2014;14:1231. https://doi.org/10.1186/1471-2458-14-1231.CrossRefPubMedPubMedCentral

46.

The Nation Newspaper. Teens are ‘Thailand’s toughest ad audience’. 2017. http://www.nationmultimedia.com/detail/Corporate/30303934. Accessed 10 Dec 2017.

47.

Loysmut S. Impact and problems of television alcohol advertisements on Thai adolescents: Center for Alcohol Studies, Thai Health Promotion Foundation 2012.

48.

Moolasart J, Chirawatkul S. Drinking culture in the Thai-Isaan context of Northeast Thailand. Southeast Asian J Trop Med Public Health. 2012;43(3):795–807.PubMed

49.

Paynter J, Chapman S. Is censorship of films a useful solution to the problem of covert tobacco advertising? (with response by Maubach et al). N Z Med J. 2013 May 31;126(1375):106–10. N Z Med J; 2013. p. 99–104.

50.

Bangkok Biz Newspaper. Thai FDA to crack down on illegal health-related products. Bangkok Biz Newspaper, Bangkok. 2018. http://www.bangkokbiznews.com/news/detail/799935. Accessed 30 May 2018.

51.

Mercille J. Media coverage of alcohol issues: a critical political economy framework—a case study from Ireland. Int J Environ Res Public Health. 2017;14(6). https://doi.org/10.3390/ijerph14060650.

52.

Robinson OC. Sampling in interview-based qualitative research: a theoretical and practical guide. Qual Res Psychol. 2014;11(1):25–41. https://doi.org/10.1080/14780887.2013.801543.CrossRef

Title: Young Thai People’s Exposure to Alcohol Portrayals in Society and the Media: A Qualitative Study for Policy Implications
Authors: Ratchakorn Kaewpramkusol
Kate Senior
Richard Chenhall
Sutham Nanthamongkolchai
Publication date: 01-06-2019
Publisher: Springer US
Published in: International Journal of Behavioral Medicine / Issue 3/2019
Print ISSN: 1070-5503
Electronic ISSN: 1532-7558
DOI: https://doi.org/10.1007/s12529-019-09785-4

At a glance: The ONWARDS insulin icodec trials

Springer Medicine

Young Thai People’s Exposure to Alcohol Portrayals in Society and the Media: A Qualitative Study for Policy Implications

Abstract

Background

Methods

Results

Conclusions

At a glance: The ONWARDS insulin icodec trials

Springer Medicine

Abstract

Background

Methods

Results

Conclusions

Please log in to get access to this content

Other articles of this Issue 3/2019

Association Between Deviation of Fairness Perceptions from Group Average and Serious Psychological Distress in Japanese Worksites: a Cross-Sectional Study

Pathways to Health: an Examination of HIV-Related Stigma, Life Stressors, Depression, and Substance Use

Moderation of Mood in the Transfer of Self-Regulation From an Exercise to an Eating Context: Short- and Long-Term Effects on Dietary Change and Obesity in Women

Psychosocial Syndemics and Sexual Risk Practices Among U.S. Adolescents: Findings from the 2017 U.S. Youth Behavioral Survey

Physical Activity After Breast Cancer Surgery: Does Depression Make Exercise Feel More Effortful than It Actually Is?

Relations of Subjective Social Status and Brooding with Blood Pressure