An analysis of alcohol portrayal on prime-time television.

A content and functional analysis of alcohol use was conducted on the 15 most popular prime-time television programs in late 1979. These shows were videotaped and then rated by two independent observers. Interrater agreement, averaged over all code categories, was 91%. Results indicated that alcohol use and verbalizations about alcohol are frequent occurrences on prime-time television. Antecedent conditions to alcohol ingestion were identified. However, no consistent behavioral consequences of alcohol use were observed.