Transcript An Analysis of Smoking on MTV’s “The Real World” Acknowledgements:

An Analysis of Smoking on MTV’s
“The Real World”
Presentation by: Olivia Wackowski, MPH
Acknowledgements:
Dr. Jane Lewis
Ms. Mary Hrywna, MPH
Background
• Media can influence health-related behaviors,
including smoking
• 38.3% of US high school students watch 3 or
more hrs of TV during average school day
(Neilson Media Research, 1998)
• Media can serve as a source of observational
learning of tobacco use
• Media can reinforce inaccurate perceptions of
social norms and prevalence of tobacco use
Study Objective
This study examined the frequency and
portrayal of tobacco use on “The Real
World”, a 30-minute reality television
show on MTV
Why Focus on MTV?
• MTV (Music Television) has an exclusively
young audience demographic (12–34 yrs.)
• More than music videos; various programming
that may reflect “youth culture” ideas
• Few previous studies on non-music video
programming on MTV; none on tobacco use
• “The Real World” is one of MTV’s longest
running (non-music video) shows
“The Real World”
• 30 minute reality show on MTV
• Dynamics of 7 young adults living
together for 4 months
• There has been a total of 15 seasons
of the show since 1993
Sample
Methods
• Las Vegas season: 12th season (2002-03),
28 episodes (on air at time of study)
• New York season: 1st season (1993),
13 episodes (available for purchase)
Instrument
• Each episode coded with a pre-tested
coding sheet and guide
Methods
Content Analysis
• Presence of tobacco use in episode
• Number of different scenes of tobacco use
per episode
Methods
Variables coded during each scene of tobacco use:
• Type of smoking behaviors observed
• Ie, Holding cigarette, taking a drag, lighting cigarette
• Who’s Using: main or background character
• Proximity of use: central or secondary focus
• Location of use
• Context of use
Methods
In addition:
• Product identities: recorded whether
brands of tobacco used could be identified
• Portrayed or implied consequences or any
negative or anti-use statements
Results
Table 1. Tobacco Use
Number of episodes with use
Percent of episodes with use
Avg. no. of “scenes of tob. use”
Las
New York
Vegas
(n=13)
(n=28)
27
11
95.7%
84.6%
3.87
2.31
Results
Table 2. Smoking Behaviors and Alcohol Association
Las Vegas New York
(n=28)
(n=13)
Most common smoking behavior:
Holding a lit cigarette
X=3.57
X=1.92
Most explicit smoking behavior:
Taking a drag of cigarette
Tobacco scenes associated with
alcohol use
X= 0.71 X= 0.54
34.3%
20%
Results
• Most common location
• LV – lobby area outside of home
• NY – inside of home
• Most common context of use
• LV – “discussing issues”
• NY – “hanging out”
Results
• LV: main characters used 13x more than bckgrnd
(5/7 cast members were smokers)
• NY: main characters used 7x more than bckgrnd
(2/7 cast members were smokers)
Results
• Only 1 consequence/negative statement
about smoking
• NY season- character upset about people
smoking in the house:
“If I’m sitting on the couch and someone is
down here, I don’t care if people are
smoking. But when I’m sleeping, I can’t stand
breathing cigarette smoke.”
Results
Brand of tobacco recognized:
• LV season = 39 times
• NY season = 9 times
Brands recognized
• Marlboro
• Newport
• Camel
Summary of Results
• Almost every episode portrayed use
• Viewers exposed to more tobacco in the 12th
than 1st season
• Number of smokers, Location (“Sin City”),
different production style
• Use most often modeled by main characters
• Popular brands of tobacco recognizable
Limitations
• The 2 seasons (LV and NY) not directly
comparable (different years, location, number
of episodes)
• Not generalizable to all seasons of show (i.e.,
dependent on # of smokers)
• Overall, conservative measure of exposure to
tobacco (does not capture constant reminders
of smoking, i.e. ashtrays, lighters, matches)
Implications
• Show may reinforce misperceptions about
tobacco use prevalence
• Attractive main characters may serve as a
source of observational learning for use
• Reality show – viewers know “characters” are
not acting, may have stronger impact
• Free advertising for tobacco companies to
most coveted audience
Areas for Future Research
• Continue to monitor content on MTV
• Tobacco use on “The Real World” and
other MTV shows
• Research on the impact of smoking
portrayals on reality programs
Recommendations
Health professionals should
• Build working relationships with MTV to
create more responsible programming/
limit portrayals of tobacco use
• Advocate to make tobacco brands
completely unidentifiable on-screen
• Advocate for media literacy education
Thank you for your attention
Any questions?