| Summary: | 碩士 === 輔仁大學 === 公共衛生學系碩士班 === 97 === Introduction：Alcohol use among adolescents is concerned for public health. Idol drinking behavior imitation is one of the important factors which affect adolescents drinking. Some researches indicate that adolescents who usually watch the trendy drama drinking plot on TV will have positive attitude and increase drinking intention.
Purpose: The purpose of the study was to explore the ability of adolescents’ drinking literacy about the trendy drama and the related factors. In addition, we analyzed the relationship between adolescents’ media literacy and the drinking behavior intention.
Method: The research subjects were junior high school students in Taipei area. The research instruments included a semi-structural interview outline and the drinking frames cutting from the popular trendy dramas in 2005 for adolescents. We interviewed junior high school students by focus group interviewing. There were 16 groups, and 91 participators in this study. The transcripts were analyzed by evolving concept.
Result:
1.The adolescents’ drinking situations could be generalized as joyful situations and sad situations. Joyful situations indicated special holidays、family party or friendly party、wedding feast and celebration situation, while the sad situation would be the bad feeling in personally or drinking with friends in order to abolish tedium.
2.The ability of adolescents’ media literacy included: the discrimination of the truth and the fabrication、the ability to identify and criticize the implied message. The discrimination of the truth and the fabrication included discrimination of dramatic situation, stage properties, and the acting. The ability to identify and criticize the implied message included promoting interpersonal relationship, releasing spirits, revealing social status, and building joyful atmosphere.
3.Adolescents’ or others’ drinking experiences、exposure to the media and parents’ decipherment about media would affect the adolescents’ discrimination of the truth and the fabrication on the TV trendy drama.
4.The adolescents’ media literacy that identified and criticized the implied messages on the TV trendy drama would influence their drinking intention. In other words, adolescents who had more identification with the implied messages would be more likely to drink in the future, on the contrary, they were less likely to drink in the future.
Suggestion: According to the results of this study, it is proposed to enhance the education of drinking prevention and adolescents’ alcoholic media literacy. On the future studies, it is proposed to design a alcoholic literacy scale and practice the intervention of literacy teaching.
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