- Title
- Evaluation of the impact of alcohol advertising and consumption on adolescents in selected high schools in the Eastern Cape South Africa
- Creator
- Moyo, Lungisani https://orcid.org/0000-0001-6472-6570
- Subject
- Youth -- Alcohol use -- South Africa
- Subject
- High schools -- South Africa -- Eastern Cape
- Subject
- Alcoholism -- South Africa -- Eastern Cape
- Date Issued
- 2011-11
- Date
- 2011-11
- Type
- Master's theses
- Type
- text
- Identifier
- http://hdl.handle.net/10353/29300
- Identifier
- vital:77925
- Description
- Alcohol consumption by adolescents has become a major problem in many countries and South Africa has not been excluded. In most cases, people think it is due to the way alcohol is being advertised. This study therefore seeks to evaluate the impacts of alcohol advertising and consumption on the youth (adolescence). Specifically, the study investigates the impacts of alcohol advertising and consumption on adolescence, focusing on three High Schools namely Nzululwazi High school in Alice, Hector Peterson High school in King William‟s town and Philemon Ngcelwane High school in East London, all in the Eastern Cape Province, South Africa. This study builds on three theories namely the Cognitive Dissonance theory, Theory of Planned Behaviour/ Reasoned Action and the Uses and Gratification theory. This study used qualitative approach because of its ability to offer richly descriptive report of individuals‟ perception, attitudes, beliefs, views and feelings towards their exposure to alcohol advertisements. Quantitative approach was also used for the statistical interpretations and also for the sake of triangulation and for obtaining more valid data. Questionnaires and focus group discussions were the techniques adopted by the researcher. Results of this study revealed that most adolescence who end up consuming alcohol have been mostly exposed to alcohol advertising, although there are other contributing factors such as, the influence of friends, peer pressure and family problems. It was also revealed in this study that alcohol advertising makes adolescence aware of different brands and slogans, for example Hansa, „kiss of the saaz hop‟, Savanna, „if you hammer it, I will play it‟ and Hunters Dry, „it‟s dry but you can drink it‟ .This information ultimately makes students feel connected to alcohol advertising, thereby leading them to consuming alcohol. The recommendations are made with regards to the provision of laws that limit alcohol advertising and strict regulation of alcohol advertising, with removal of content and format geared towards underage audiences, minority groups and the poor among others.
- Description
- Thesis (M.Soc.Sc) -- Faculty of Social Sciences and Humanities, 2011
- Format
- computer
- Format
- online resource
- Format
- application/pdf
- Format
- 1 online resource (xxiii, 197 leaves)
- Format
- Publisher
- University of Fort Hare
- Publisher
- Faculty of Social Sciences and Humanities
- Language
- English
- Rights
- rights holder
- Rights
- All Rights Reserved
- Rights
- Open Access
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Collections
UFH Department of Communication
| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | SOURCE1 | Master of Social Science, Communication.pdf | 2 MB | Adobe Acrobat PDF | View Details Download |