Myths, Messages & Mottos about Health

1. Myths, Messages & Mottos about Health Welcome to the M2 Generation Shelley Hamill, PhD, MCHES Winthrop University Associate Professor Deborah A. Miller, PhD, CHES Edie Ellis, PhD, CHES College of Charleston Professors Emerita

2. Who can describe the different types of media?

3. Forms of Popular Media • Digital media • Interactive media • TV programs • Computer and video games • Films • Music • Websites • Multimedia software & networking • YouTube • Others????

4. By the end of the decade there will be… 124millionU.S. households More than90% of teens will be online 80millionwith broadband internet 55%will own a laptop 35millionsatellite radio subscribers DVRs in more than30millionhomes VOD in60+millionhouseholds 250millioncellular phone subscribers

5. A Day in the Life of a Teen Non-school activities of 8-18 year olds Rideout, V., Roberts, D.F., Foehr, U.G. (March, 2005). Generation M: Media in the lives of 8-18 Year olds. Menlo Park, CA: The Kaiser Family Foundation.

6. Pervasiveness of Media in Lives of Youth • 8-18 year-olds: • Average of 7 hrs, 38 min/day. • More than 53 hrs/week • In Actuality • Media multi-tasking Examples? • Packs 10 hrs, 45 min. in those 7½ hours

7. What is media literacy? • AAPE = “access/analyze/produce/evaluate” • Ask questions How does media literacy education impact students? Develops critical thinking skills Enhances understanding of media messages Recognizes pervasive intent of advertising Examines popular culture and media texts within it Media Literacy

8. Risks of Mass Media • An overwhelming presence of alcohol, tobacco, illicit drugs viewed by youth • Portrays unhealthy behaviors as glamorous and risk-free • Poses significant public health risk for youth

9. Examples of Risk: Smoking • In a nationally representative random digit phone survey of 10-14 year olds, a positive association was found between increased exposure to smoking in movies and smoking initiation. http://www.scenesmoking.org/ Sergeant, J. (2005). Viewing tobacco use in movies. Does it shape attitudes that mediate adolescent smoking? American Journal of Preventive Medicine. Volume 22, Issue 3.

10. Examples of Risk: Alcohol A recent study of more than 1200 films rated G, PG, PG-13, and R, and released between 1996 and 2003 reported that 95% of films depicted substances (drugs, alcohol, tobacco) while the Motion Picture Association referenced drugs and alcohol in only 18% of its ratings.

11. Do You Recall?

12. Adolescents are exposed to an average of 2.4 hours of music each day. • Researchers used data from Billboard magazine to identify the most popular songs of 2005. • Of the 279 songs studied, 93 (33.3%) contained explicit references to substance use, with alcohol being most frequently mentioned, followed by marijuana. • The most common elements associated with substance use in the lyrics were partying, sex, violence, dealing and humor. • Only four (rock) songs portrayed a specific anti-use message, and none portrayed refusal to use. Something to Sing About?

13. www.youtube.com/watch?v=MUTf5qvS0Lo http://youtube.com/N=zHFiI2AEA www.youtube.com/watch?v=GNqYWkiBHHw&ob=av2e Music, Messages, and Alcohol

14. The Media and Alcohol A Look At Print Advertisements Early 1900s Mid-1950s 2011

15. Sex Always Sells! 2001 2011

16. Depersonalization of Women

17. Behind the plate, the center field camera shows an ad that is not seen in the ball park, but through TV technology, the director can insert the ad. Alcohol Ads & Sports

18. A Look at Other Alcohol Messages • www.youtube.com/watch?v=7dyfgA_xHsE

19. Who’s Drinking ? • YRBS 2011 found that during the past 30 days • 39% drank some amount of alcohol. • 22% binge drank. • 8% drove after drinking alcohol. • 24% rode with a driver who had been drinking alcohol.

20. In 2011 the National Survey on Drug Use and Health reported that 25% of youth aged 12 to 20 years drink alcohol and 16% reported binge drinking. • In 2011, the Monitoring the Future Survey reported that 33% of 8th graders and 70% of 12th graders had tried alcohol, and 13% of 8th graders and 40% of 12th graders drank during the past month

21. Companies see that there is “glamour” associated with drinking alcohol. “Characters who drink on television tend to be well liked, professional, and wealthy.” • There are restaurants now that are known for their drinksinstead of their food, such as Squeeze & Wet Willy’s, so they advertise in a way that makes the alcohol seem cool and young for the “martini bar” environment. • One of the newest ways is advertising the caloric content of alcohol to appeal to a “healthier” set of consumers. Why Companies Have Changed Their Ways of Advertising

22. Alcohol and the Health Bandwagon

23. Fact or Fiction – Analyze the Ads

29. Alcohol Ads Targeting Youth

30. Responsible (?) Alcohol Ads

31. Social Networks and Alcohol

32. Prevent Alcohol Postings on Facebook

33. Drug Use on TV

34. Drugs and the Movies: 1980s

35. Drugs and the Movies: 2000s

36. Sex and TV Quiz

37. Examples of Risk: Sexual Behavior • There were 53 sex episodes in 28 (32%) of the 87 movies reviewed. • There was only one suggestion of condom use, which was the only reference to any form of birth control. • There were no apparent depictions of important consequences of unprotected sex. Gunasekuna, H., Chapman, S.,, Campbell, S. (2003). Sex and drugs in popular movies: an analysis of the top 200 films. J R Soc Med, 98 (10).

38. DO YOU RECALL??? Sexual Behavior, Innuendoes

39. TV Sex Symbols: Then & Now

40. Mid-1980s2005 Body Wash Ads: Then and Now

41. Charlie: “Daddy, how was I born?” • Dad: “Ah, my son, I knew one day you would need to find out. • You see, your Mom and I first got together in a chat room on Face Book. • I set up a date via email with your mom and we met in a cyber-café. • We sneaked into a secluded room, where your mother agreed to download from my hard drive. A Fable

42. As soon as I was ready to upload, we discovered that neither one of us had used a firewall, and….. • Since it was too late to hit the delete button…… • Nine months later a blessed little Pop-up appeared and said….. • You’ve got male!” A Fable (con’t)

43. Societal Sexuality Media

44. 1950s: No Sex Please Baby boom = sex 1953 Kinsey report: Women masturbated, had premarital sex, cheated, 13% homosexual experience 1948 Kinsey report: Men masturbated, had premarital sex, cheated, 37% homosexual contact No guidance for dating from TV – Father’s Knows Best, Leave it to Beaver, Ozzie and Harriet = “traditional values” I Love Lucy – no pregnancy terms; no touching

45. Advertising 1950s v. 2011

46. Most influential factor in sexual revolution & women’s rights • Media = “Put me on the pill” • “Autonomous Girl” “The Pill” and the Media

47. Calvin Klein jeans & Brooke Shields • “You know what comes between me and my Calvin’s?”.... • ”Nothing” • Selling products by selling women • Underwear men • HIV/AIDS and STIs • Sex = Death Advertising in the 1980s

48. Madonna • http://www.youtube.com/watch?v=VgkOCJ9PGkk • Michael Jackson • http://www.youtube.com/watch?v=0bU45ASLIGw • Tina Turner • http://www.mtv.com/videos/tina-turner/44287/whats-love-got-to-do-with-it.jhtml Music in the 1980s

49. 1992 Banana Republic • Movies • TV • Military • Matthew Shepard The Gay 90s

50. http://www.dailymotion.com/video/xdfpoy_is-social-media-a-fad_techhttp://www.dailymotion.com/video/xdfpoy_is-social-media-a-fad_tech Is Social Media a Fad?