The effects of media exposure on alcohol consumption patterns in African American males

Objectives: The study examined the role of media exposure, ethnicity, mood/affect, socio-demographic factors and religion on alcohol consumption patterns. Methods: Secondary analysis of the General Social Survey (GSS), 1972-2002 cumulative data file was used to provide quantitative estimates of the relationship between media exposure, ethnicity, mood/affect, socio-demographic factors and religion. The sample consisted of (n = 13,742) White subjects and (n = 2,192) African American subjects. Results: Watching television and reading the newspaper were significant predictors of alcohol use. Watching television had a positive significant effect on alcohol use and abuse; but only in the absence of religiosity. Race did not have a significant effect on alcohol use or abuse. The survey year had significant effects on media use. Conclusion: This research has significant policy implications in explaining predictors of alcohol use and abuse as well as protective factors for this behavior.