Analysis of the media image and presentation of direct and hidden advertising of alcohol in selected Czech mass communication media. Study protocol

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00064165%3A_____%2F22%3A10457652" target="_blank" >RIV/00064165:_____/22:10457652 - isvavai.cz</a>

Alternative codes found

RIV/00216208:11110/22:10457652

Result on the web

<a href="https://verso.is.cuni.cz/pub/verso.fpl?fname=obd_publikace_handle&handle=Y82zx9Ekc5" target="_blank" >https://verso.is.cuni.cz/pub/verso.fpl?fname=obd_publikace_handle&handle=Y82zx9Ekc5</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.35198/01-2022-004-0006" target="_blank" >10.35198/01-2022-004-0006</a>

Result language

angličtina

Original language name

Analysis of the media image and presentation of direct and hidden advertising of alcohol in selected Czech mass communication media. Study protocol

Original language description

INTRODUCTION: The study protocol is focused on qualitative and quantitative analysis and reflection of the media image and presentation of direct and hidden alcohol advertising in the Czech mass media, with an emphasis on social network platforms with a high degree of influence on young people. It responds to the need for verified resource points for discussion of the effectiveness and extent of the existing statutory regulation of alcoholic beverage advertising and methods for its possible tightening. METHODS: For the analysis of traditional (printed) media, the method of content analysis (human coding) will be used, and quantification will be achieved through the scaling technique. For digital media, individual submissions will be assessed by using the Content Appealing to Youth Index (CAY), which has been designed and validated to quantify specific features of audio-visual alcohol advertising content. DISCUSSION: The goal of the study is to review up-to-date evidencebased materials for health policy decision making related to preventive interventions to reduce alcohol usage. The study will reveal the degree of influence and the identification of the risk factors not only of direct but especially hidden advertising also presented on social media, which in particular affect young people at a risk age for starting alcohol consumption. The attitudes, approaches, persuasive strategies, and ethical opinions on alcohol consumption are presented and preferred by the community of social network users (especially influencers and celebrities). CONCLUSIONS: The innovativeness of the project is determined by the methodology used, which will produce comprehensive up-to-date evidence-based data for decision making in health policy

Czech name

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Czech description

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Type

J_SC - Article in a specialist periodical, which is included in the SCOPUS database

CEP classification

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OECD FORD branch

30312 - Substance abuse

Project

<a href="/en/project/EF16_018%2F0002489" target="_blank" >EF16_018/0002489: Modernization of the doctoral study program in the field of addiction research areas of prevention and treatment of addictive behavior</a><br>

Continuities

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Publication year

2022

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Adiktologie

ISSN

1213-3841

e-ISSN

2570-8112

Volume of the periodical

22

Issue of the periodical within the volume

4

Country of publishing house

CZ - CZECH REPUBLIC

Number of pages

8

Pages from-to

264-271

UT code for WoS article

—

EID of the result in the Scopus database

2-s2.0-85152282129