EFFECTS OF INTERPRETATIONS OF TELEVISED ALCOHOL PORTRAYALS ON CHILDRENS ALCOHOL BELIEFS

The model of television interpretation processes introduced by Austin, Roberts, and Nass (1990) is tested in the context of alcohol portrayals, receiving considerable support in a cross-sectional survey of 154 at-risk pre-adolescents. The results suggest that children develop expectancies through an interpretation process that is both logical and emotional, making use of both real-life and televised sources of information. It is argued that an effective strategy for the prevention of alcohol abuse must help children develop skepticism toward televised portrayals of alcohol use and must address the primary role played by parents as information sources and as behavioral models.