Soaps Portray Alcohol Consumption Through Rose-Tinted Glasses

On average, over a third (38%) of soap air time features alcohol, but the negative consequences of drinking to excess are rarely shown, according to new research launched today (8th December) by alcohol awareness charity Drinkaware.1 Despite 162 instances of characters drinking to excess2 over a six week monitoring period, only 1.5% of alcohol scenes portrayed hangovers and less than 1% combined showed alcohol-related sickness, crime, regret or anti-social behaviour.



With 42% of 11-17 year olds watching pre-watershed soaps3 and research showing actions without an obvious consequence are more likely to be copied,4 Drinkaware is concerned that soaps' under-representation of the adverse effects of drinking to excess may perpetuate a view among millions of under 18s that regular drinking doesn't have negative consequences. The alcohol awareness charity has requested meetings with broadcasters and developed recommendations to help soap producers better depict the risks associated with general alcohol misuse.



The Drinkaware study examined the representation of alcohol in the UK's top four soap operas - Coronation Street, Eastenders, Emmerdale and Hollyoaks. Consistent with real life, it finds that soap characters were most often depicted drinking alcohol as an aid to socialising or celebration, or to relieve stress. However harmful effects of excessive drinking were generally only associated with extreme storylines such as Shadrach Dingle's death from alcoholism in Emmerdale.



Other observations from the research include:


- Nearly one fifth of soap coverage (17%) features 'active' depictions of alcohol consumption, where a character is drinking, buying or accepting an alcoholic drink.


- Drinkaware research shows more than two fifths (43%) of adults would turn to a cup of tea to relax after a stressful day, while a third (34%) would have an alcoholic drink5 In soaps however, 15% of scenes featuring alcohol represent it as an aid to relaxation but only 9% of all scenes feature tea.


- 836 drinks (equivalent to more than 3000 units of alcohol) were consumed during the six week monitoring period, including 188 pints of beer, 286 glasses of wine and champagne and 84 servings of spirits.


- Emmerdale tops the tipple chart, with an average of eight drinks consumed per episode. A more restrained Hollyoaks cast consumed just four drinks per show. Coronation Street and Eastenders tie on an average consumption of 7 drinks per show.



Chris Sorek, Chief Executive of Drinkaware, says:


"British soaps' current representation of the substantial role alcohol plays in peoples' lives isn't too far from reality, but with research showing people, and particularly children, make assumptions about acceptable real-life behaviour from their television viewing,6 it's important the negative effects of drinking too much aren't down-played. Weaving some consequences of drinking to excess into soaps won't require fundamental script or storyline changes- even a passing reference to a hangover will start to nudge reform of the on-screen drinking 'norm'.















"When viewers sit down to watch a soap they want to be entertained and certainly aren't expecting to see a public health campaign. But soaps are still a useful channel to get information to viewers. We need to avoid normalising the idea of consequence-free drinking to excess, especially among under 18s, so people of all ages can make informed decisions about their own drinking based on the facts.



"Challenging habits and social norms is central to reducing alcohol misuse and everyone can contribute to positive behaviour change, including soaps. When people see issues on screen they go looking for facts and advice, as shown by the increased number of visitors looking for information about alcohol poisoning on the Drinkaware website the day after Billy Jackson's death from alcohol poisoning in Eastenders.7 Drinkaware can support soaps by providing consumers with the real-life facts about alcohol and its effects on health and wellbeing either on programme websites or at drinkaware.co. "



Drinkaware recommendations for soap producers include:


- More representation of the range of possible negative effects associated with drinking to excess, for example, if a character consumes over the daily unit guidelines in one episode they could be seen to suffer a hangover, sickness or an accident.


- Storylines featuring characters who regularly exceed the unit guidelines should ideally incorporate consideration of the possible long term effects of drinking to excess, for example, fertility problems, depression, diabetes, heart disease, stroke or cancer.


- The prominence of food and soft drink alternatives in scenes featuring alcohol should be increased, for example, more hot drinks machines and meals in pubs- pubs in the UK now serve more meals than Britain's restaurants.8


- A longer term partnership with Drinkaware as a go-to organisation for pre-production audience insight, research and information, and after-show tips and advice for consumers.



Dr Harry Sumnall, Reader in Substance Use, Centre for Public Health, Liverpool John Moores University says:



"Health and media professionals face a real challenge in ensuring accurate representations of alcohol use do not interfere with the soaps' prime purpose, to entertain viewers. We know audiences don't like heavy handed health messages, but the value of soaps is in their reflection of real life; hangovers, accidents, embarrassing situations, and running out of money are real life consequences of letting alcohol use get out of hand.



"TV producers are in an enviable position, in that they can influence national conversations and opinions about particular issues. I think we are all in agreement that alcohol misuse is something that the public is concerned about, and although just working with media won't provide all the solutions, its one way that health professionals and charities can challenge some of the misperceptions about alcohol and its effects."



Notes



Drinkaware provides consumers with information to make informed decisions about the effects of alcohol on their lives and lifestyles. Our public education programmes, grants, expert information, and resources help create awareness and effect positive change. An independent charity established in 2007, Drinkaware works alongside the medical profession, the alcohol industry and government to achieve its goals.



1. All figures, unless otherwise stated, are from Kantar Media Precis. Footage was collected between 26th July and 6th September 2010 and analysed for verbal and visual instances of alcohol.


2. Drinking to excess in this context is defined as an instance where a character drank more than the daily unit guidelines in one episode.


3. Kantar Media TGI 2010.
42.5% of 11-14 year olds regularly watch Coronation Street, Eastenders and Hollyoaks. Young people in this age range are not asked about Emmerdale.
41% of 15-17 year olds regularly watch Coronation Street, Eastenders, Emmerdale and Hollyoaks.


4. Bandura, A., 2001. Social cognitive theory of mass communication. Mediapsychology, 3, 265-299.


5. ICM interviewed a random sample of 2153 adults aged 18+ in GB from its online panel between 26th-29th June 2009. Surveys were conducted across the country and the results have been weighted to the profile of all adults. ICM is a member of the British Polling Council and abides by its rules.


6. Gerbner, G., Gross, L., Morgan, M. et al. Living with television: the dynamics of the cultivation process. In: Bryant J, Zillman D (eds). Perspectives on Media Effects. Hillsdale, NJ: Lawrence Erlbaum, 1986, 17-40.


7. The character Billy Jackson died of alcohol poisoning in Eastenders on 11th October 2010. 25% increase is based on traffic 11th October (375 page views) versus traffic 12th October (469 page views).


8. Data provided by BBPA based on pubs serving over ??1 billion meals each year.


Source:

The Drinkaware Trust