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“I'll Drink to That!” an Analysis of Alcohol Related

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“I'll Drink to That!” an Analysis of Alcohol Related “I’LL DRINK TO THAT!” AN ANALYSIS OF ALCOHOL RELATED BEHAVIORS AND COMMUNICATION PRACTICES ON MTV’S JERSEY SHORE Thesis Submitted to The College of Arts and Sciences of the UNIVERSITY OF DAYTON In Partial Fulfillment of the Requirements for The Degree of Master of Arts in Communication By Stephanie Koziar Sweet Dayton, Ohio May, 2014 “I’LL DRINK TO THAT!” AN ANALYSIS OF ALCOHOL RELATED BEHAVIORS AND COMMUNICATION PRACTICES ON MTV’S JERSEY SHORE Name: Sweet, Stephanie Koziar APPROVED BY: ____________________________________ Teresa L. Thompson, Ph.D. Faculty Advisor _____________________________________ James D. Robinson, Ph.D. Committee Member _______________________________________ Ronda M. Scantlin, Ph.D. Committee Member ii © Copyright by Stephanie Koziar Sweet All rights reserved 2014 iii ABSTRACT “I’LL DRINK TO THAT!” AN ANALYSIS OF ALCOHOL RELATED BEHAVIORS AND COMMUNICATION PRACTICES ON MTV’S JERSEY SHORE Name: Sweet, Stephanie Koziar University of Dayton Advisor: Dr. Teresa Thompson The purpose of this study is to provide a background of alcohol and related risk behaviors, and analyze their portrayal in the popular MTV series Jersey Shore. This study bridges the gap between research conducted in the areas of Reality Television and Health Communication in the media. While previous studies have critically analyzed the genre of Reality Television and the communication of risk related behaviors and Health Communication studies independently, how Reality Television as a genre communicates health related behaviors has yet to be explored. A content analysis was conducted to identify and interpret how physical and communicative behaviors were depicted on MTV’s Jersey Shore and categorized how both men and women display and consume, as well as communicate messages, about alcohol. Four frames related to alcohol use were identified: escape, fun, excuse, and problematic/corrective references were used by characters to discuss alcohol use and outcomes. Results indicated high rates of alcohol consumption but minimal depictions of related negative outcomes. In addition, women iv were shown drinking and intoxicated more often than men, and there were significant differences by sex in terms of communication patterns related to alcohol. Women tended to send more messages that related to potential negative outcomes, and were also more likely to associate alcohol as a means to positive social interaction than their male counterparts. In addition earlier seasons were grouped together and compared to the final season after one character announced an unplanned pregnancy and another underwent substance abuse treatment prior to filming. Although consumption rates did decrease, the communication practices did not change. v Dedicated to my family vi ACKNOWLEDGEMENTS My special thanks are in order to Dr. Teresa Thompson, my advisor, my mentor, for directing this thesis. My thesis would not have been possible without her dedication and patience, not to mention the many late night/early morning email exchanges. Dr. Thompson’s greatest contribution by far has been in the form of inspiration. I never would have made it this far as an academic if it weren’t for her reaching out to guide me down my far from traditional degree path, and encouraging me every step of the way. Dr. Thompson’s passion is infectious and I can only dream that one day I can have such a profound impact on my students, as she has had on me. I would also like to express my gratitude to my committee members, Dr. James Robinson and Dr. Ronda Scantlin, for their expertise throughout this process. I wish to also acknowledge the GTA’s and my colleagues for their friendship and encouragement: Elizabeth Reeves, Sue Claag, Sarah Magilvy, Ashley Jefferson, and Robert Joseph. A special thanks is also in order to Christopher Hovey, with whom I began my adventure at the University of Dayton with so long ago. I’m forever appreciative of my family, for whose support I am truly blessed. I’d like to thank my parents for their patience and love, even when I tested the term “unconditional,” to its limits. It’s an honor to make them proud, for I have always been proud to have them as my parents. Lastly I’d like to thank my husband, who found me when I was lost and whose sacrifices allowed me to finish what I started so long ago. vii TABLE OF CONTENTS ABSTRACT……………………………………………………………………………...iv DEDICATION………………………………………………………………………...…vi ACKNOWLEDGEMENTS…………………………………………………….…….…vii LIST OF TABLES…………………………………………………………...…………...x CHAPTER 1: INTRODUCTION……………………………...…………………………1 CHAPTER 2: REVIEW OF LITERATURE..………………………...………………….5 Media and Health…………………………………………………………………5 Risks and Risk Behaviors Related to Alcohol…………………………………....9 Media Consumption Patterns of Young Audiences…………..…………………13 Modeling from Television...……………………..…..…...………..…...……......17 Reality Television…………………...……………………………………..…….20 Media………………………………………………………………………...…..27 Research Questions………………………………………………..………….....29 CHAPTER 3: METHODS…………………………...………………………………....33 Participants and Procedures……………………………………………………..34 Measures………………………………………………………………………...36 Analysis Procedures……………………………………………………….……39 CHAPTER 4: RESULTS…………….………………………………………………...40 Research Question 1………………………………………………………….....40 viii Research Question 2……………………………………………………….….…43 Research Question 3…………………………………………………….…….…45 Research Question 4……………………………………………………….…….66 Research Question 5……………………………………………………………..71 CHAPTER 5: DISCUSSION…………………………………..…………..…………...75 Research Questions……………………………………………………………...76 Practical Implications……………………………………………………………89 Limitations………………………………………………………………………92 Conclusion………………………………………………………………………93 REFERENCES…………………………………………………………………………96 APPENDIX……………………………………………………………………………105 ix LIST OF TABLES Table 1A: Frequencies by Behavior – by Season……………………...………..41 Table 1B: Frequencies by Behavior – Totals……………………………………42 Table 2: Descriptive Statistics by Character……...………………………..……44 Table 3A: Means – Physical and Communication Behaviors by Season……….46 Table 3B: ANOVA Seasons 1-6………………………………………………...48 Table 3C: Post Hoc Tests – Multiple Comparisons Seasons 1-6……………….50 Table 4A: Means – Physical Behaviors by Subgroup…………………………..58 Table 4B: Means – Communication Behaviors by Subgroup…………………..58 Table 4C: Multivariate Tests by Sex and Season Subgroup……………………59 Table 4D: Tests of Between-Subjects Effects – by Sex and Subgroup………...60 Table 5A: Multivariate Tests – Character Exclusions………………………….63 Table 5B: Tests of Between-Subjects Effects – Character Exclusion………….64 Table 5C: Descriptive Statistics – Character Exclusions……………………….67 Table 6: Means – Physical and Communication Behaviors by Sex………....…70 Table 7: Means – Participant Sex*Recoded Seasons……………..……………72 x CHAPTER 1 INTRODUCTION Reality television has become a global phenomenon, gaining importance since the end of the last century. Attractive to viewers, this type of entertainment advertises authenticity in terms of situations, problems, characters, and narratives and departs from classical documentary formats in that the main intention is entertainment rather than journalistic inquiry (Beck, Hellmueler, & Aeschbacher 2012). Mass media serve as major socializing agents through which children and adolescents construct value systems (Patino, Kaltcheva, & Smith, 2010). Furthermore, reality television has been particularly popular among teen-aged and pre-teen viewers, and there is evidence that young people tend to emulate the behavior of reality stars. Reality television has taken a stronghold in popular culture. Prior to reality series shows, the line between fiction and real life was more defined. “Reality” television by definition implies that the events and characters depicted are closer to the realities of the viewers, and thus are posited for a greater impact than standard scripted, fictional series. The depiction of “reality,” in terms of how messages regarding health and risk behaviors are received by audiences, may perhaps have a significant impact on interpretation, and this impact might be increased for audiences, like teen and adolescent viewers, who seek to identify with reality stars because they see them as role models or opinion leaders. 1 Because this type of entertainment suggests a closer relationship to “the real world,” it is of particular importance to investigate the types and implications of health-related messages on audiences in reality television. How people judge risks to health and safety is an important predictor of health behaviors (Slater & Rasinski 2005). Media have a powerful influence on these judgments according to a number of theories. Analyzing how particular media portray a health problem, such as substance abuse, can provide insight on how the public views risk behaviors. Evidence shows that popular culture exerts a powerful influence over our understanding of medical conditions. However, popular culture is not designed for this type of dissemination and often the information presented is inaccurate, incomplete, or counter-productive (Ruddock, 2009). Despite decades of initiatives designed to educate young people about the risks involved with alcohol, substance abuse among young Americans continues to be a major public health concern (Stern, 2005). The consumption of alcohol is often glamorized in popular media, contributing to the problem. Studies have shown a positive significant relationship between total television viewed and alcohol consumption, and increased television viewing is a risk factor for the
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