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Young Thai People’s Exposure to Alcohol Portrayals in Society and the Media: A Qualitative Study for Policy Implications

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Abstract

Background

Although previous quantitative studies have documented the association between exposure to alcohol portrayals and drinking attitudes in Western countries, few qualitative studies have explored this matter in Thailand. A better understanding of the association in young Thais is required for a more efficient alcohol policy development. This study aims to explore the information young Thais have learnt from exposure to alcohol portrayals in society and the media, examine how this exposure shapes their drinking attitudes, and investigate the alignment of policy-makers’ views on drinking with those of young people.

Methods

Two qualitative research methods were employed. Seventy-two university students (38 men, 34 women) aged 20–24 participated in focus groups conducted on campus. Semi-structured interviews were conducted with academia, civil society and representatives from government who were involved in alcohol policy. Recorded data were transcribed verbatim, systematically coded and analysed using content analysis.

Results

Young Thais were regularly exposed to alcohol portrayals, particularly on social media and in their social environment. Being increasingly exposed to alcohol portrayals, particularly on social media, and the role of the alcohol industry emerged as concerning matters to the academia and civil society sectors. In response to the concerns, the government social media monitoring and alcohol censorship had become more challenging.

Conclusions

This study reflects the growing concerns from academia and civil society sectors of the impacts of increased alcohol exposure and the role that the industry may have on young people’s drinking attitudes. It highlights the need for response to significant policy challenges to reduce these impacts.

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Acknowledgements

This research has been conducted with the support of the Australian Government Research Training Program Scholarship. We are very grateful to the respondents and participants who kindly contributed to the study. This work was carried out with funding from University of Wollongong School of Health and Society, and Thailand’s Center for Alcohol Studies, and with general support from Mahidol University and the Global Health Division, Ministry of Public Health, Thailand. The funding bodies had no role in the study design, analysis, decision to publish or preparation of the manuscript.

Funding

This study was funded by University of Wollongong School of Health and Society, and Center for Alcohol Studies, Thai Health Promotion Foundation.

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Authors and Affiliations

  1. School of Health and Society, Faculty of Social Sciences, University of Wollongong, Wollongong, NSW, 2522, Australia

    Ratchakorn Kaewpramkusol & Kate Senior

  2. Global Health Division, Office of the Permanent Secretary, Ministry of Public Health, Nonthaburi, 11000, Thailand

    Ratchakorn Kaewpramkusol

  3. Melbourne School of Population and Global Health, Faculty of Medicine, Dentistry and Health Sciences, The University of Melbourne, Melbourne, VIC, 3010, Australia

    Richard Chenhall

  4. Department of Family Health, Faculty of Public Health, Mahidol University, Bangkok, 10400, Thailand

    Sutham Nanthamongkolchai

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  1. Ratchakorn Kaewpramkusol
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Correspondence to Ratchakorn Kaewpramkusol.

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Kaewpramkusol, R., Senior, K., Chenhall, R. et al. Young Thai People’s Exposure to Alcohol Portrayals in Society and the Media: A Qualitative Study for Policy Implications. Int.J. Behav. Med. 26, 266–277 (2019). https://doi.org/10.1007/s12529-019-09785-4

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