A Longitudinal Study Of Generic Alcohol And Tobacco Cues In Daytime Soap Opera Programs: Fall, 1986, 1991, And 2001

Abstract

A longitudinal study was conducted to determine the frequency and context of generic alcohol and tobacco cues in daytime television soap opera programs broadcast in fall, 1986, 1991, and 2001.  A content analysis of these programs showed that alcohol cues occurred significantly more frequently than tobacco cues.  The alcohol cues occurred with significantly increasing frequency in 1991 vs. 1986, and then again in 2001 vs. 1991.  Although the alcohol cues were generic (unbranded), in “appropriate” settings, and neither actively consumed nor directly related to storylines, their significantly increasing use could still be of concern.