Quantifying audio visual alcohol imagery in popular Indian films: a content analysis.

ABSTRACT:

Objectives

Though exposure to alcohol imagery in films is a significant determinant of uptake and severity of alcohol consumption among young people, there is poor evidence regarding the content of alcohol imagery in films in low-income and middle-income countries. We have measured alcohol imagery content and branding in popular Indian films, in total and in relation to language and age rating.

Design

In this observational study we measured alcohol imagery semiquantitatively using 5-minute interval coding. We coded each interval according to whether it contained alcohol imagery or brand appearances.

Setting

India.

Participants

None. Content analysis of a total of 30 national box office hit films over a period of 3 years from 2015 to 2017.

Primary and seconda

SUBMITTER: Bhagawath R 

PROVIDER: S-EPMC8183268 | biostudies-literature | 2021 Jun

REPOSITORIES: biostudies-literature