The Media and Alcohol Consumption Among Young Adults: A Case Study of Ghana Institute of Journalism

Belinda Amartey *

Department of Communication Studies, Ghana Institute of Journalism, Accra, Ghana.
 
Research Article
International Journal of Science and Research Archive, 2021, 02(01), 278-290.
Article DOI: 10.30574/ijsra.2021.2.1.0065
Publication history: 
Received on 18 March 2021; revised on 25 April 2021; accepted on 28 April 2021
 
Abstract: 
This study examines the influence of television alcohol advertising on drinking behavior and perceptions among university students in Ghana. Using a survey of 200 students at the Ghana Institute of Journalism (GIJ), the research employed a descriptive quantitative design to assess exposure to alcohol commercials, self-reported alcohol consumption, and attitudes toward alcohol use. Results indicate that television advertising exerts a notable impact on students’ alcohol consumption patterns and brand preferences. All respondents were aware of alcohol ads on TV, and among those who drink (70% of the sample), two-thirds reported purchasing alcohol because of a TV advertisement, while over 80% acknowledged that ads at least sometimes increased their alcohol intake. Advertisements featuring appealing elements such as catchy slogans, humor, and music were especially effective in attracting youth attention. Many students perceived alcohol advertising as having predominantly negative effects on young people’s behavior, citing links to increased drinking frequency, brand switching, and indulgence in drinking for social or recreational purposes. Although a majority (55%) believed these ads negatively influence youth, most respondents opposed a complete ban on alcohol advertising, favoring stricter regulation instead. In sum, the findings suggest that television alcohol advertising plays a significant role in shaping young adults’ drinking behaviors and perceptions, reinforcing pro-drinking norms while downplaying risks. The study concludes with recommendations for policymakers to strengthen alcohol advertising regulations and for health communicators to counteract seductive media messages with education on alcohol’s harms.
 
Keywords: 
Alcohol Advertising; Youth; Television; Media Influence; Ghana; University Students; Drinking Behavior
 
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