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Media Exposure And Community Perception Of Alcoholism Among Female Adolescents In South-West Nigeria, Rowland Edet, Julianah Babajide

Department of Sociology: Faculty Publications

Purpose - The purpose of this paper is to investigate the influence of alcohol adverts on female adolescents as well as the perception of the community on alcohol consumption among female adolescents. The authors analyzed respondents’ opinions towards media portrayal of alcoholic beverages. Design/

Methodology/ Approach - The study adopted a descriptive cross-sectional survey. The methodology based upon semi-structured questionnaire among 500 female adolescents and a qualitative methodology using in-depth interviews with parents and alcoholic beverage sellers.

Findings - The study reveals that television was the major source of information on alcoholic beverages among female adolescents in both rural (36.4%) …