Effects of Televised Alcohol Advertisements on the Drinking Behaviour of Youth: a Case Study of Praktiseer Community in Greater Tubatse Municipality

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Effects of Televised Alcohol Advertisements on the Drinking Behaviour of Youth: a Case Study of Praktiseer Community in Greater Tubatse Municipality EFFECTS OF TELEVISED ALCOHOL ADVERTISEMENTS ON THE DRINKING BEHAVIOUR OF YOUTH: A CASE STUDY OF PRAKTISEER COMMUNITY IN GREATER TUBATSE MUNICIPALITY by MAWETHU GLEMAR MAPULANE Submitted in fulfillment of the requirements for the degree of MASTER OF ARTS IN MEDIA STUDIES in the SCHOOL OF LANGUAGES AND COMMUNICATION STUDIES FACULTY OF HUMANITIES UNIVERSITY OF LIMPOPO SUPERVISOR: DR M.A KUPA APRIL 2014 ACKNOWLEDGEMENTS The assistance of the following people is gratefully acknowledged: My supervisor, Dr M.A. Kupa, for his guidance, time and support through this journey. His patience and encouragement are also highly appreciated. My mother, Mrs P.E. Mapulane, for her continuous support, words of encouragement and everlasting love. My daughter, Kgonthe Mapulane, for her understanding. Valry Mapulane and Innocentia Mapulane (sisters) and Darlington Mapulane (brother), for their moral support. Rev. V.D. Mabuza (Media Studies), for his untiring support as my academic mentor. Prof J. Singh (ULWASA), for her time, patience and support as my ULWASA mentor. Mr K.J. Mamabolo, Mr M.M Hlungwani, Mr R.S. Malatji, Ms M.C. Mashile, Mr M.P. Moroane, Ms M.M. Ngobeni, Mr T.C. Selala and Ms K. Phala, friends, whose encouragement is appreciated. Mr L. Seabi, the Subject Librarian (University of Limpopo), for his help in providing and locating study materials from the library. Mr P.A. Shilabje, (Manosi Secondary School), for his time and willingness to proof read my work. Mr M.V. Netshidzivhani, Statistician (University of Limpopo) for his assistance and guidance in data analysis. Mr M. Mohlake, for his time to edit my work. i DEDICATION This dissertation is dedicated to: God Almighty My late grandmother, Linah Mapulane and my late father, Lesiba Godfrey ‘Tau’ Mapulane. My mother, Pusheletso Emily ‘Milly’ Mapulane. ii DECLARATION I declare that “Effects of Televised Alcohol Advertisements on the Drinking Behaviour of the Youth at Praktiseer Community in Greater Tubatse Municipality” hereby submitted to the University of Limpopo, for the degree of Master of Arts in Media Studies has not previously been submitted by me for a degree at this or any other university; that it is my work in design and in execution, and that all material contained herein has been duly acknowledged. ______________________ ______________ Ms MG Mapulane Date iii ABSTRACT This study investigates the effects of televised alcohol advertisements on the drinking behaviour of youth in Praktiseer community of the Greater Tubatse Municipality. The nature and trends of alcohol consumption in South Africa are examined. The study also focuses on the impact of alcohol exposure, and the costs alcohol abuse can incur on the individual and society at large. The types of advertising models and the regulatory systems in advertising were identified. Data were collected through a self- administered questionnaire. The study hypothesised that the exposure to alcohol advertisements influences alcohol abuse among the youth. However, alcohol industry claims that the youth is not its niche market and hence should not be blamed for any abusive behaviour of alcohol by the youth. Just like the few studies interested in the effects of alcohol advertising, alcohol exposure and alcohol abuse, the present study also reveals that televised alcohol advertisements have a great influence in alcohol consumption among the youth in Praktiseer community. iv ABBREVIATIONS/ACRONYMS AIDA: Attention- Interest- Desire- Action. ARA: Industry Association for Responsible Alcohol Use ASA: Advertising Standards Authority AUDs: Alcohol Use Disorders AUDIT: Alcohol Use Identification Test BACs: Blood Alcohol Concentrations CAGE questionnaire: Cut-Annoyed- Guilty- Eye Opener. CAMY: Center on Alcohol Marketing and Youth CSIR: Council for Scientific and Industrial Research DAGMAR: Defining- Advertising- Goals- for Measured- Results DALYs: Disability Adjusted Life Years FAO: Food and Agriculture Organisation MRC: Medical Research Council NCADA: National Council on Alcoholism and Drug Abuse NIAAA: National Institute on Alcohol Abuse and Alcoholism NIMSS: National Injury Mortality Surveillance System OIG: Office of Inspector General RBT: Random Breath Testing SABC: South African Broadcasting Cooperation SABSSM: South African National HIV, Incidence, Behaviour and Communications SACENDU: South African Community Epidemiology Network on Drug Use SADHS: South African Demographic and Health Survey SPSS: Statistical Package for Social Science WHO: World Health Organisation v LIST OF CHARTS, GRAPHS AND TABLES Table 1 102 Table 2 102 Table 3 105 Table 4 111 Age 111 Ethnicity 112 Education 112 Table 5 113 B6 114 B7 115 Table 6 116 B82 117 B83 118 Table 7 118 B85 119 Table 8 120 C15 121 C16 122 C171 123 C172 124 C173 125 Table 9 126 B111 127 B112 127 B113 128 B114 128 Table 10 129 B116 130 B117 131 B118 132 B119 133 B1110 133 Table 11 134 B12 135 C18 136 C19 137 B9 138 B10 139 B13 140 B14 141 vi TABLE OF CONTENTS Contents Pages ACKNOWLEDGEMENTS i DEDICATION ii DECLARATION iii ABSTRACT iv ABREVIATIONS v LIST OF CHARTS, GRAPHS AND TABLES vi CHAPTER ONE: PROBLEM IN PERSPECTIVE 1.1 Introduction 1 1.2 Background of the Study 4 1.3 Research Problem 10 1.4 Hypothesis 13 1.5 Aim and Objectives 13 1.5.1 Aim 14 1.5.2 Objectives 14 1.6 Definition of Terms 14 1.7 Scope of the Study 16 1.8 Significance of the Study 16 1.9 Demarcation of Chapters 18 CHAPTER TWO: LITERATURE REVIEW IN CONNECTION WITH TELEVISION ALCOHOL ADVERTISEMENTS 2.1 Introduction 20 2.2 A Brief History of Alcohol Consumption in South Africa 24 2.3 The Alcohol Consumption in Different Countries 26 2.4 Alcohol Drinking Patterns in South Africa 29 2.4.1 Drinking pattern among high school learners 31 2.4.2 Drinking patter among University students 33 2.4.3 Alcohol consumption and women 34 2.4.4 Alcohol consumption and risks of HIV infection in South Africa 35 2.5 The History of Advertising 37 2.5.1 The genesis of advertising 37 2.5.2 Periods of depression 38 2.5.3 The emergence of modern advertising 38 2.5.4 Consumer culture 39 2.6 The History of Advertising in South Africa 40 2.7 Difference between Advertising, Publicity and Marketing 41 2.8 Alcohol Exposure 43 2.8.1 The Causal link between alcohol exposure and alcohol use 42 2.8.2 Positive views of alcohol exposure and intentions to drink 44 2.8.3 Alcohol promotion influences pro-drinking attitudes 45 2.8.4 Alcohol exposure and multiple drinking outcomes 48 2.8.5 Alcohol expectancies 49 2.8.6 Elements of alcohol advertisements and alcohol use 50 2.9 Alcohol-Related Expenditures 54 vii 2.9.1 Alcohol advertising expenditures 55 2.9.2 Alcohol-related costs 56 2.9.3 Social and medical impacts of alcohol 57 2.10 Alcohol advertising regulation in South Africa 61 2.10.1 State regulation versus self-regulation 62 2.10.2 Alcohol policy measures 63 2.11 Models of Advertising 72 2.11.1 Categories of advertising purpose 73 2.11.2 Development of hierarchy effects models 75 2.12 Types of Hierarchy of Effects Models 75 2.12.1 AIDA model 75 2.12.2 DAGMAR model 77 2.13 Theoretical framework 78 2.13.1 Social Learning theory 79 2.13.2 Modelling theory 80 2.17 Conclusion 93 CHAPTER THREE: RESEARCH METHODOLOGY 3.1 Introduction 94 3.2 Research Design 96 3.2.1 Participants 96 3.2.1.1 Questionnaires 96 3.2.1.2 Pilot study 99 3.2.1.3 Procedure 99 3.3 Data Collection 99 3.3.1 Questionnaire 100 3.4 Sampling 101 3.4.1 Description of population 101 3.5 Sampling method 103 3.5.1 Sample size 104 3.6 Validity and Reliability of the Study 106 3.6.1 Validity 107 3.6.2 Reliability 108 3.7 Confidentiality 108 3.8 Conclusion 109 CHAPTER FOUR: DATA ANALYSIS AND INTERPRETATION 4.1 Introduction 110 4.2 Section A: Background Information 110 4.2.1 Respondent’s gender 111 4.2.2 Respondent’s age 112 4.2.3 Respondent’s ethnicity 112 4.2.4 Respondent’s highest educational level 113 4.2.5 Respondent’s area of residing 113 4.3 Section B: Alcohol Advertisements Effects on the Behaviour of Youth 113 4.3.1 Television programmes respondent liked the most 113 4.3.2 Respondent saw alcohol advertisements while watching television 114 4.3.3 Features that respondent remembered in alcohol advertisements 115 4.3.3.1 People in the advertisements were attractive 115 4.3.3.2 Male and female actors were attracted to each other 116 viii 4.3.3.3 People in the advertisements were masculine and strong 117 4.3.3.4 Advertisements were funny 118 4.3.3.5 Advertisements portrayed drinking good for socialising 119 4.3.4 Respondent’s favourite alcohol advertisements 120 4.3.5 Alcohol beverages respondent once drank 121 4.3.6 The frequency of alcohol advertised per week 122 4.3.6.1 Beer advertisements per week 122 4.3.6.2 Cider advertisements per week 123 4.3.6.3 Spirits advertisements per week 124 4.3.6.4 Wine advertisements per week 125 4.3.7 Respondent’s behaviour when drunk 126 4.3.7.1 Respect 126 4.3.7.2 Fight 127 4.3.7.3 Speed 128 4.3.7.4 Health Harm 128 4.3.7.5 Happy 129 4.3.7.6 Lazy 129 4.3.7.7 Lead to commit crime 130 4.3.7.8 Smoke 131 4.3.7.9 Feel relaxed 132 4.3.7.10 Adventurous 133 4.3.7.11 Stress free 133 4.3.8 Circumstances respondent is likely to drink alcohol 134 4.3.9 Respondent’s drinking habit 135 4.3.10 Respondent’s preferred place of drinking 136 4.4 Section C: Preferences of Alcohol Advertisements on Television 137 4.4.1 Respondent’s likelihood of purchasing advertised alcohol 137 4.4.2 Respondent relating to characters in advertisements 138 4.4.3 Portrayal of alcohol use in advertisements 139 4.4.4 What appeals to respondent in advertisements? 140 4.4.5 Respondent’s description of television alcohol advertisements 141 4.5 Conclusion 142 CHAPTER FIVE: FINDINGS, RECOMMENDATIONS AND CONCLUSION 5.1 Introduction 143 5.1.1 Limitations of the Study 145 5.2 Findings 146 5.3 Recommendations 149 5.4 Conclusion 150 REFERENCES 151 ADDENDUM A: TURFLOOP RESEARCH ETHICS COMMITTEE CLEARANCE CERTIFICATE ADDENDUM B: QUESTIONNAIRE ix CHAPTER ONE PROBLEM IN PERSPECTIVE 1.1 INTRODUCTION Alcohol drinking has become an important part in the social lives of most young people.
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