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Home / American Journal of Health Behavior, Volume 25, Number 5

Perceived Realism and Role Attractiveness in Movie Portrayals of Alcohol Drinking

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Author: Bahk, C. Mo

Source: American Journal of Health Behavior, Volume 25, Number 5, September 2001, pp. 433-446(14)

Publisher: PNG Publications and Scientific Research Limited

DOI: https://doi.org/10.5993/AJHB.25.5.1

Objective: To explore the role of perceived realism and role attractiveness in dramatized alcohol portrayals. Methods: A total of 158 college students watched 1 of 2 movie versions that portray alcohol drinking either positively or negatively. Results: Role attractiveness of the drinking character increased favorableness in alcohol-related attitudes and dispositions in Positive Condition, whereas perceived realism acted as a significant mediator in Negative Condition. Conclusion: Health educators and policymakers are alerted to the fact that the entertainment media too often portray glamorous characters as enjoying alcoholic beverages without facing negative consequences, which may particularly affect the viewers who feel attracted to the role characters.

Document Type: Research Article

Affiliations: Department of Communication Studies, California State University, San Bernardino, CA.

Publication date: 01 September 2001

More about this publication?

  • The American Journal of Health Behavior seeks to improve the quality of life through multidisciplinary health efforts in fostering a better understanding of the multidimensional nature of both individuals and social systems as they relate to health behaviors.

    The Journal aims to provide a comprehensive understanding of the impact of personal attributes, personality characteristics, behavior patterns, social structure, and processes on health maintenance, health restoration, and health improvement; to disseminate knowledge of holistic, multidisciplinary approaches to designing and implementing effective health programs; and to showcase health behavior analysis skills that have been proven to affect health improvement and recovery.

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