Effects of media exposure on alcohol consumption patterns in African American males

Objectives- The study examined the role of media exposure on alcohol consumption patterns in African American males. In studying the role of media exposure, the study also examined the role of ethnicity, mood/affect, socio-demographic factors and religion on alcohol consumption patterns in this population.

Methods- Secondary analysis of the General Social Survey (GSS) cumulative data file was used to provide quantitative estimates of the relationship between media exposure, ethnicity, mood/affect, socio-demographic factors and religiosity. The sample consisted of (n = 27, 255) White subjects and (n = 4,381) African American subjects. Regression analysis was used to assess concepts of media exposure, ethnicity, mood/affect, socio-demographic factors, and religiosity as predictors of alcohol consumption. Path analysis was used to determine the direct and indirect effects of these concepts on alcohol consumption patterns.

Results- Watching television and reading the newspaper were significant predictors of alcohol use. Watching television had a positive significant effect on alcohol use; but only in the absence of religiosity. When religiosity was present, as indicated by religious affiliation and attendance at religious services, watching television had a significant negative effect on alcohol use. Reading the newspaper had a negative effect on alcohol use. Watching Television also had a significant positive effect on alcohol abuse.

Conclusion- This research provides support for the implementation of more faith-based initiatives to combat alcohol abuse. Looking at the media revolution of the 21st century, this research sets the foundation for additional research on the effects of media exposure on alcohol consumption.