The Effects of Media Exposure on Alcohol Consumption Patterns in African American Males

Abstract

Objectives

The study examined the role of media exposure, ethnicity, mood/affect, socio-demographic factors and religion on alcohol consumption patterns.

Methods

Secondary analysis of the General Social Survey (GSS), 1972-2002 cumulative data file was used to provide quantitative estimates of the relationship between media exposure, ethnicity, mood/affect, socio-demographic factors and religion. The sample consisted of (n = 13,742) White subjects and (n = 2,192) African American subjects.

Results

Watching television and reading the newspaper were significant predictors of alcohol use. Watching television had a positive significant effect on alcohol use and abuse; but only in the absence of religiosity. Race did not have a significant effect on alcohol use or abuse. The survey year had significant effects on media use.

Conclusion

This research has significant policy implications in explaining predictors of alcohol use and abuse as well as protective factors for this behavior.

Keywords

Alcohol African American media

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