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首页> 外文期刊>Journal of studies on alcohol and drugs. >Embedded alcohol messages in television series: the interactive effect of warnings and audience connectedness on viewers' alcohol beliefs.
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Embedded alcohol messages in television series: the interactive effect of warnings and audience connectedness on viewers' alcohol beliefs.

机译：电视连续剧中嵌入的酒精饮料讯息：警告和观众联系对观看者的酒精信仰的互动影响。

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OBJECTIVE: This research investigates whether warning viewers about the presence of embedded messages in the content of a television episode affects viewers' drinking beliefs and whether audience connectedness moderates the warning's impact. METHOD: Two hundred fifty college students participated in a laboratory experiment approximating a real-life television viewing experience. They viewed an actual television series episode containing embedded alcohol messages, and their subsequent beliefs about alcohol consequences were measured. Experimental conditions differed based on a 2 (Connectedness Level: low vs high) x 2 (Timing of the Warning: before or after the episode) x 2 (Emphasis of Warning: advertising vs health message) design. Connectedness was measured, and the timing and emphasis of the warnings were manipulated. The design also included a control condition where there was no warning. RESULTS: The findings indicate that warning viewers about embedded messages in the content of a program can yield significant differences in viewers' beliefs about alcohol. However, the warning's impact differs depending on the viewers' level of connectedness to the program. In particular, in comparison with the no-warning control condition, the advertising prewarning produced lower positive beliefs about alcohol and its consequences but only for the low-connected viewers. Highly connected viewers were not affected by a warning emphasizing advertising messages embedded in the program, but a warning emphasizing health produced significantly higher negative beliefs about drinking than in the control condition. CONCLUSIONS: The presence of many positive portrayals of drinking and alcohol product placements in television series has led many to suggest ways to counter their influence. However, advocates of warnings should be conscious of their differential impact on high- and low-connected viewers.
机译：目的：这项研究调查了警告观看者有关电视节目内容中嵌入消息的存在是否会影响观看者的饮酒信念，以及受众的联系是否减轻了警告的影响。方法：250名大学生参加了近似真实电视观看体验的实验室实验。他们观看了包含嵌入的酒精饮料消息的实际电视连续剧，并对他们随后对酒精后果的看法进行了衡量。实验条件因2（连接程度：低与高）x 2（警告时间：事件发生之前或之后）x 2（警告重点：广告与健康信息）设计而异。测量了连通性，并操纵了警告的时间和重点。设计还包括没有警告的控制条件。结果：调查结果表明，警告观众有关节目内容中的嵌入式消息可能会导致观众对酒精的看法产生重大差异。但是，警告的影响因观看者与程序的连接程度而异。尤其是，与不发出警告的控制条件相比，广告警告对酒精及其后果产生了较低的积极信念，但仅适用于关系不佳的观众。高度联系的观众不会受到警告（强调嵌入在程序中的广告消息）的影响，但是强调健康的警告产生的饮酒消极信念明显高于控制条件。结论：电视连续剧中对酒类和酒精类产品的投放有许多正面的描述，导致许多人提出了应对其影响的建议。但是，警告的拥护者应意识到警告对高连接和低连接观看者的不同影响。

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