How does the media influence teens to drink?

Answer 1

First, this subject is still being debated by scholars, teachers, and parents. There is a theory called "strong media effects" which says the media are very influential, especially in teaching kids to do certain things. (It is usually applied to negative behaviors, like drinking, acting in a violent manner, etc.) Using this theory, we can say that since the media often portray drinking as fun (especially in commercials), or as a necessary part of being social (adults on drama and comedy programs are frequently depicted as having a drink or two, and drunks are often the subject of jokes), these depictions give kids the impression that they should be drinking too.

But not everyone accepts the theory of strong media effects (including me). Yes, the media can influence kids. Yes, it does seem like drinking is pervasive on TV and in movies. But kids can also be influenced by their home life, by their relationship with their parents, by what their peers are doing, by their teachers, etc etc. If parents are very honest with their kids about the positives and negatives of drinking, this may influence teens to think carefully before giving in to peer pressure. If kids have a relative who is in recovery from Alcoholism, this too can affect a young person's attitude. I do not believe that just watching TV programs will make kids drink. If parents teach their kids about media literacy (how to analyze what they see on TV or in movies or commercials), there is a good chance that their teen may resist the temptation, or wait till he or she is older, or only become a social drinker, or in my case, make the decision to never drink at all.