The fifth edition of this comprehensive and engaging text guides readers through the
essential tools and skills necessary to conduct quantitative content analysis research …

Objective: Alcohol marketers have increasingly moved their advertising efforts into digital
and social media venues. As a result, the purpose of this study is to investigate associations …

To examine the potential effectiveness of media literacy education in the context of well-
established personality factors, a survey of 472 young adults, focused on the issue of …

Background: Exposure to alcohol-related advertising is consistently linked to adolescent
drinking initiation and alcohol-related consequences. Since the advent of social networking …

The study of demand for media products requires an understanding of audience members'
preferences, which are shaped by their taste for content. Despite the central role of content …

Background There is little alcohol research that reports on the thematic contents of
contemporary alcohol advertisements in US television. Studies of alcohol ads from 2 …

PURPOSE: To assess the content of alcohol advertising in youth-oriented US magazines,
with specific attention to subject matter pertaining to risk and sexual connotations and to …

The pervasiveness of sexual assault among college women prompted examination of
college students' sexual-consent expectancies using sexual scripting theory as a framework …

Objectives. We analyzed beer, spirits, and alcopop magazine advertisements to determine
adherence to federal and voluntary advertising standards. We assessed the efficacy of these …

This paper introduces unpacks media favorability into two dimensions and investigates their
relationship with firms' public esteem. A firm's focal media favorability refers to the overall …