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

Kód výsledku v 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>

Nalezeny alternativní kódy

RIV/00216208:11110/22:10457652

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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

Název v anglickém jazyce

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

Popis výsledku anglicky

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

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

—

OECD FORD obor

30312 - Substance abuse

Projekt

<a href="/cs/project/EF16_018%2F0002489" target="_blank" >EF16_018/0002489: Modernizace doktorského studijního programu oboru adiktologie v oblastech výzkumu prevence a léčby závislostního chování</a><br>

Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2022

Kód důvěrnosti údajů

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

Název periodika

Adiktologie

ISSN

1213-3841

e-ISSN

2570-8112

Svazek periodika

22

Číslo periodika v rámci svazku

4

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

8

Strana od-do

264-271

Kód UT WoS článku

—

EID výsledku v databázi Scopus

2-s2.0-85152282129