Addictive Behaviours - Social psychological explanation: The role of the media

Question 1

What are the 3 components to this explanation

Answer 1

• Social learning theory
• How the media portrays addiction
• whether the exposure has an effect

Question 2

Describe social learning theory (in relation to the media)

Answer 2

• we imitate the behaviors of others, especially role models in the media,
• we often observe high-status individuals, such as celebrities, engaging in addictive behaviors like smoking or drinking. Their status makes them more influential, increasing the likelihood that we will pay attention to and imitate their behaviours.
• We may become more motivated to imitate these behaviors if we perceive that these individuals have a successful or glamorous life, as we associate their success with their addictive behaviours (vicarious reinforcement) .

Question 3

Describe how the media portrays addiction

Answer 3

• Research has shown that potentially addictive behaviors, such as smoking and alcohol use, are frequently portrayed in films and television. For instance, studies by Lyons et al. (2011) found that alcohol use was depicted in 86% of popular UK films and in 40% of TV programs.
• Even though smoking rates in the general population have decreased, media portrayals of smoking remain consistent, as evidenced by research from Stanton Glantz et al. (2002), who found that smoking incidents in films from 1950 to 2002 followed a pattern of decline until 1982 but then rose again.
• therefore this leads to descriptive norms as there are more people seen smoking in the media then there really are in real life.
• What is particularly concerning is that these behaviors are often shown in a positive light, which can lead to vicarious reinforcement. This means that viewers may observe characters engaging in addictive behaviors without facing any negative consequences. Hasantha Gunasekera et al. (2005) conducted a content analysis of 87 popular films from the last 20 years and found that tobacco, alcohol, and drug use were commonly depicted and often glamorized.

Question 4

Describe whether the exposure has an effect

Answer 4

• Wellman et al. (2006) reviewed a number of studies looking at how exposure to tobacco advertising and use of cigarettes in films influenced children’s attitudes to smoking and their smoking habits. The researchers found, across a variety of studies, that exposure to marketing and media promoting smoking increased positive attitudes and even doubled the chances of starting to smoke.
• Similarly, Hanewinkel et al. (2014) conducted a longitudinal study involving 2,346 teenagers across Europe, finding that media depictions of alcohol in films significantly increased the risk of alcohol consumption. Even among teenagers who initially had no intention of drinking, 40% had tried alcohol and 9% had engaged in binge drinking after being exposed to alcohol portrayals in films. These studies suggest that media exposure promotes positive attitudes toward addictive substances, making individuals more likely to engage in these behaviors.

Question 5

When evaluating this explanation, what do you talk about

Answer 5

• useful application
• nomothetic
• free will
• reductionist

Question 6

Evaluate the useful application of this explanation

Answer 6

P: One strength of the media’s role in explaining addictive behaviors is its practical application in designing effective ads that promote the negative consequences of addictive behaviours (social norms marketing)
E: A study by Pechman et al. (1999) found that participants who viewed an anti-smoking advertisement prior to watching a movie with smoking scenes reported a significantly lower intention to smoke than those who did not see the ad. This suggests that exposure to targeted media campaigns can counteract people’s motivation to imitate the addictive behaviours they see in the media
T: Therefore, the ability of media campaigns to nullify the effects of smoking portrayals is a strength, as it adds credibility and validates the idea that the media can shape our behaviour. And by utilising it in a healthy way, we can reduce the likelihood of addiction amongst the population
C: However, Pechman’s research used ‘ninth-graders’ and the effectiveness of such campaigns may vary based on demographic factors, limiting the generalisability of these interventions across different populations.

Question 7

Evaluate the explanation for being non-scientific

Answer 7

P: One weakness of the media’s role in addictive behaviors is its reliance on non-scientific methodologies (such as self-reports), which can undermine the validity of the findings.
E: Atkinson et al. (2011) conducted interviews with adolescents about their exposure to alcohol-related media and their drinking behaviors. The study primarily relied on self-reported data, which is inherently susceptible to social desirability bias. This bias may lead participants to underreport their consumption or the influence of media, thus distorting the true relationship between media exposure and addictive behaviour
T: Therefore, this is a weakness as it brings to question the validity and reliability of any conclusions drawn, as we cannot know if our data is 100% accurate or establish causal relationships.
C: Nonetheless, qualitative data obtained through self-report can provide valuable insights into personal experiences and perceptions, potentially offering a nuanced understanding of how media influences behavior that quantitative methods might overlook.

Question 8

Evaluate the explanation for taking a free will approach

Answer 8

P: A strength of the media’s influence on addictive behaviors is its acknowledgment of individual agency, suggesting that people have the freedom to choose what media they consume.
E: In research by Atkinson et al. (2011), adolescents reported that while they were exposed to alcohol in media, they did not perceive it as a significant influence on their drinking behavior, indicating a conscious choice in their media consumption. This suggests that individuals exercise free will in selecting media content and can critically assess its impact on their behaviours
T: Therefore this is a strength as it can empower individuals by promoting a sense of autonomy in managing their exposure to potentially addictive content.
C: However, this may oversimplify underlying psychological vulnerabilities that vary between individuals which can limit their perceived autonomy. Perhaps factors such as low self esteem or depression may lead them to being more susceptible to being determined by the media

Question 9

Evaluate the explanation for being reductionist

Answer 9

P: A strength of focusing on media exposure in explaining addictive behaviors is that it allows researchers to isolate specific cultural influences that contribute to patterns of addiction, particularly in the context of underage drinking.
E: For example, research by The World Health Organization (WHO, 2015) highlights that England has one of the highest rates of underage drinking in Europe. This can be explained by looking at English media which frequently glamourises drinking, leading to a more permissive culture around alcohol. In contrast, countries like Sweden implement stricter regulations on alcohol advertising and have cultural narratives that emphasize alcohol moderation, resulting in significantly lower rates of underage drinking.
T: Therefore, this reductionist focus provides a clearer understanding of the disparities in underage drinking rates across cultures and permits for the development of target interventions, such regulating English media in a more controlled manner, with the aim of hopefully lowering rates of underage drinking and therefore lowering rates of addiction.