Alcohol between the covers: The portrayal of alcohol in online versions of magazines read by young women
Archer, C. and Ouschan, R. (2011) Alcohol between the covers: The portrayal of alcohol in online versions of magazines read by young women. In: Australian and New Zealand Marketing Academy (ANZMAC 2010), 29 November - 1 December 2010, University of Cantebury, Christchurch, New Zealand
Health authorities advise that teenagers should have no alcohol due to its dangerous effects (Hickie and Whitwell 2009). Despite this, alcohol is a dominant patt of Australian culture and teenage girls are increasingly drinking at high risk levels and placing themselves at risk of long-term harm (Chikritzhs 2004). While many studies have investigated the link between alcoho I advertising and teenage drinking, few studies have looked outside of advertising, particularly at editorial. A content analysis was conducted looking at alcohol related content in non-advertising material in the online versions of four Australian magazines directed at young women. Mention of alcohol was found in all four magazines with three magazines linking alcohol to celebrities and others with source credibility.
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