Determining the effects of media portrayals of alcohol: going beyond short term influence.

The presentation of alcohol by the mass media has been a rich source of research into the potential influence of media messages upon their audience. This paper reviews the existing literature in this field. It is noted that research has concentrated on attempts to measure the strength of media 'effects', employing techniques which have so far produced few fruitful results. The impact of media output on alcohol also has implications for the evaluation of alcohol-related health education campaigns, which utilize newspapers and television as an information source for members of the public. The role of the media in setting the public and policy agenda is examined as a potentially more fertile source in evaluating media influence. A number of policy and research implications are highlighted.