Third International Conference on Communication & Media Studies

Abstract

South Africa has the third highest rate of alcohol consumption in Africa and young people contribute substantially to this situation. The television has strong influence on its audiences. Young South Africans are frequently exposed to televised alcohol advertising unwittingly while watching television programs. This study investigates the effects of televised alcohol advertisements on young people in Polokwane Municipality and identifies the factors that influence alcohol consumption among them. Thirty participants were purposively selected and interviewed for data collection in this qualitative study. The study revealed that televised alcohol advertising induce changes in young people’s behaviour due to their persuasive nature, convincing messages, and inciting dramatic scenes employed in the advertisements. Its use of celebrities manipulates them into drinking alcohol which may lead to excessive drinking and crime participation. Their attitude towards alcohol is related to their beliefs about the effects alcohol consumption produces including making friends, being extroverted, forgetting about problems, and being outspoken. Other factors include peer pressure, socio-cultural background and family breakdown. This study strongly indicates that the extent of the effects of televised alcohol advertising on individuals differ due to some factors. Therefore, young people’s choice of lifestyle can strengthen or weaken the effects of televised alcohol advertisement on them. The government, families and private organisations need to develop initiatives to continually help young people overcome alcohol consumption and its consequences. Government should increase the “sin” tax on alcohol beverages, introduce stricter regulatory measures for alcohol advertising, and curtail the allocation of licence for tavern business outlets.