Media Effects on Social Groups Essay example
The decision-making perspective suggests that adolescents make rational, goal-oriented decisions to drink, decisions that occur in a series of steps involving the identification and assessment of the desirability and the likelihood of …show more content…
College students today are bombarded with mediated messages to consume alcoholic beverages. These messages help to create an image of a social norm that may or may not be consistent with the actual values of college students. The more strongly students endorsed self-actualizing values, such as having a sense of accomplishment and self-respect, the less favorable were their attitudes toward both physical and psychological, alcohol-related consequences (Shim 2005).
The "social norm approach" has been the basis of several research studies in regards to problem of college alcohol consumption. Studies suggest that drinking among college students stems from several factors including peer pressure and easy access to alcohol, as well as influence by media and perceived social norms.
Social norm media campaigns, for example, may have been particularly effective because these media campaigns made more salient subjects' correct conceptions about college students' alcohol consumption. Social norm marketing campaigns are designed to decrease the pressure to