Alcohol and Soap Operas: Drinking in the Light of Day

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Abstract
Television programming serves as an important source of information about health in general and alcohol issues in particular. This article reports on a study of drinking portrayals on the day time soap opera, “All My Children.” Major drinking themes over the past four and one-half years are reviewed. In addition, a study of thirty consecutive episodes in summer 1984 is reported and findings are compared to other research on soap opera drinking. Overall, “All My Children” was found to be doing a good job of accurately portraying drinking problems. Several good role models for social drinking and abstinence were presented and negative reinforcement for heavier or high risk drinking was frequent. Several recommendations are presented regarding ways that soap operas can take greater advantage of a unique opportunity for health education.