Messages from Teens on the Big Screen: Smoking, Drinking, and Drug Use in Teen-Centered Films

This 16-page article explores a study analysing the frequency, nature, and experienced consequences of substance use among young characters in American films. This research was motivated by the observation that tobacco, alcohol, and drug use/abuse endure as popular yet dangerous behaviours among American teenagers. Films have been cited as potential influences on teens' attitudes toward and initiation of substance use by thinkers drawing on (Bandura's) social cognitive theory, which suggests that teen viewers may be especially likely to learn from teen models whom they perceive as similar, desirable, and attractive. The hypothesis is that, if attractive teen characters are rewarded or go unpunished for substance use behaviours, this may impact young viewers' actions when they find themselves confronted - in "real life" - with the decision of whether to use cigarettes, alcohol, or drugs.

In short, the research found that substance use is portrayed as a relatively common and carefree behaviour among teen characters in American teen-centred films. Specifically, a content analysis of 43 major films from 1999, 2000, and 2001 was conducted. Overall, two-fifths of 147 teen characters analysed drank alcohol, one-sixth smoked cigarettes, and one-seventh used illicit drugs. The research found that almost no differences existed between substance users and non-users with regard to physical attractiveness, socioeconomic status (SES), virtuosity, or gender. Drinkers and drug users were unlikely to suffer any consequences - let alone negative consequences - in either the short or long term. Characters rarely were shown refusing offers to drink or do drugs, or regretting their substance usage. Girls were more likely than boys to be shown engaging in multiple substance use activities (e.g., smoking and drinking). Overall, recent teen-centred films may teach teen viewers that substance use is relatively common, mostly risk-free, and appropriate for anyone.

In conclusion, the author calls for continuing monitoring of such portrayals, suggesting that films provide models for behaviours and attitudes (as outlined above) and, further, that they "contribute to an overall environment in which substance use issues are pondered, discussed, and debated." It is hoped that the data shared here will be "useful as feedback to media critics, public health officials, and even the film industry so that they might endeavor to provide more responsible messages about smoking, drinking, and drug use to young people."

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