Portrayals of Alcohol in the Network Television Dramas in Vietnam

Abstract

Alcohol use and alcohol-related problems are on the rise in Vietnam despite numerous health education campaigns. Researchers have suggested that media portrayals of alcohol could be partly responsible for these social issues. This study presents a content analysis of the portrayal of alcohol in the sample of seventeen dramas on network television channels (VTV1 and VTV3) in 2017. Based on several communication theories, the frequency and context of alcoholic beverages as well as the character - beverage interaction were analyzed. Purposes of drinking, portrayed outcomes related to alcohol and characteristics of drinking characters were also investigated. The analysis reveals the prominent use of alcohol in Vietnamese dramas. The references to drinking and alcohol occured 6.5 times per hour, which means that drama viewers saw a reference every nine minutes on average. Most of the drinking acts were shown without any consequences. Alcohol was mainly consumed for social facilitation functions such as business discussions and parties. Drinking characters tended to be mid-adult male, of upper class. Overall, Vietnamese television dramas depict an image that alcohol consumption is prevalent, socially accepted, and without serious outcomes. Implications for future alcohol-related health campaigns and media policy are discussed. Recommendations for further research have been made.