Griffiths (2010) shows the impact media can have on a variety of things in our lives. His study, which is an analysis of other studies dealing with the same subject, seem to show that mass media can, in fact, influence behavior (Griffiths, 2010). Studies have shown that people who watch shows dealing with drug and alcohol use have a tendency to be more apt to do drugs and alcohol themselves (Griffiths, 2010). Going deeper into the article, there have been studies done that have shown that the likeability of film actors and actresses who smoke on-screen and off can directly influence whether a fan of theirs engages in similar activities. Griffiths suggests that since we know that media can adversely affect the population, why not put more positive behaviors on television. However, it seems as if that is not what people want to watch, so it does not seem like a feasible option.
To further illustrate these points, Sulkenen (2007) conducted a study in which there were 140 movie scenes from 47 movies that dealt with the portrayal of drug, alcohol, gambling, etc. Sulkenen (2007) found that the portrayal of these scenes were mostly positive and focused on the fun and 'good' side of addiction. Gunasekera et al. (2005) looked at 87 most popular movies of the past twenty years. It was found that there was use of cannabis in 8% of the films, tobacco use in 68% and drunken behavior in 32% of the films. Gunasekera et al. concluded, much like Sulkenen that they were almost ALWAYS portrayed in a positive light. This begs the question of why is addiction portrayed in a positive light?
Much research has been done to find this answer out; and it seems to always boil down to money. Sex, drugs, alcohol, gambling, etc. SELLS. Seeing others engage in these types of behaviors makes us want to go out and have fun. Nobody wants to sit at home and watch about boring stuff, things that don't thrill us. In our culture, we pay more money to celebrities like the cast of Jersey Shore than we do to the people who save their lives when they're drunk beyond comprehension. There is something inherently wrong with that. It seems we live in a culture that is dead set on entertainment, rather than knowledge.
Personally, I find the medias portrayal of substance use and addiction appalling. Outside of shows like Intervention, substance use is glorified in our media outlets and society. As stated earlier, shows like Jersey Shore glamorize partying and acting stupid. They are paid millions of dollars to go out, get drunk, and act stupid. However, that is not the biggest issue at hand. That belongs to the millions of teenagers that see this and think that behavior is acceptable and the social norm. Our media outlets are creating a generation that will be engulfed in reality television and the lifestyle it portrays. However, producers will put on whatever gets the highest ratings; and until that changes, the glorification of substance use and addiction in the media will continue to flourish under the growing stupidity of society.
REFERENCES:
Griffiths, M. D. (2010). Media and advertising influences onadolescent risk behaviour. Education and Health, 28(1), 2-5. Retrieved from http://www.academia.edu/429435/Griffiths_M.D._2010_._Media_and_advertising_influences_on_adolescent_risk_behaviour._Education_and_Health_28_1_2-5
Gunasekera, N. (2005). Our addiction to media. Retrieved from http://psychology4a.com/addiction 12.htm
Sulkunen, P. (2007, 05). Effects of media on society. Retrieved from http://psychology4a.com/addiction 12.htm
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