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The framing of alcohol in Dutch movies : a content analysis of alcohol protrayals in movies sponsored by an alcohol brand versus non-sponsored movies

Kokkeler, E.A. (2015) The framing of alcohol in Dutch movies : a content analysis of alcohol protrayals in movies sponsored by an alcohol brand versus non-sponsored movies.

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Abstract:The objective of this study is to investigate the prevalence and the framing of alcohol portrayals in Dutch movies. A comparison is made between movies that are sponsored by an alcohol brand and movies that are not sponsored by an alcohol brand. It is valuable to analyse what messages people are receiving about substance use, since alcohol portrayals have influence on the alcohol consumption of the viewer. A content analysis was conducted to investigate the framing of alcohol portrayals in Dutch movies, making use of a codebook containing 23 different codes. Sixteen Dutch movies were analysed, of which eight Dutch movies sponsored by an alcohol brand and eight comparable movies (control group) that are not sponsored by an alcohol brand. Inter-coder reliability was satisfactory. In total, 937 alcohol portrayals were depicted and analysed. This study shows that alcohol is present in every movie and at some points, including alcohol consumption, location, product category and plot integration, there are significant differences between movies that are sponsored by an alcohol brand and non-sponsored movies. Holistically looking, the findings of this study suggest that there are no major differences between movies sponsored by an alcohol brand and non-sponsored movies. However, at some points there are significant differences between these two groups. For example in sponsored movies, more liquor is consumed and non-sponsored movies contain more champagne. Furthermore, alcohol portrayals in sponsored movies more often take place in a commercial place than in non-sponsored movies. In particular, there seems to be a difference in alcohol consumption in movies compared with the reality. Advertising rules for alcohol brands, regarding movie sponsoring, may be more strict.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/68750
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