ArticleIndian journal of psychiatry
Portrayal of alcohol in Bollywood movies: A mixed methods study.
Article in Indian journal of psychiatry. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 5 papers.
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Who cites it
5 citing papers in PubMed.
- Substance use depiction in women characters: Content analysis of systematically selected Hindi movies over three decades.Indian journal of psychiatry · 2025Article
- Alcohol use disorder research in India: An update.Indian journal of psychiatry · 2024Review
- #DrinkResponsibly: Is it Old Wine of Advertising in the New Bottle of Social Media?Indian journal of psychological medicine · 2022Article
- Does Online Newsmedia Portrayal of Substance Use and Persons with Substance Misuse Endorse Stigma? A Qualitative Study from India.International journal of mental health and addiction · 2022Article
- Celebrity drug use reporting in Indian media and its impact on drug-related online search behavior: An infodemiology study.Indian journal of psychiatryArticle
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Authors and funding
6 authors.
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Abstract
introductionExposure to alcohol in popular movies during adolescence is associated with higher rates of alcohol use. We aimed to assess the extent and pattern of depiction of alcohol in Bollywood movies, and to analyze the trends in portrayal of alcohol over three decades selected for the study. MATERIALS AND
methodsWe selected the top five grossing movies for each year of the three decades selected (1961-1970; 1981-1990; and 2001-2010). Content analysis was conducted for each scene depicting alcohol in the movie. We compared quantitative variables across the three decades to assess for any changes in the portrayal of alcohol and performed qualitative content analysis for the text description of the context, in which alcohol was depicted in each movie.
resultsOf the total 150 movies analyzed, 135 (90%) movies contained at least one scene depicting alcohol. Alcohol scenes comprised 7% of the total movie time. Majority of the scenes (92.2%,
conclusionThere is an increasing trend toward alcohol depiction by positive characters for fun and relaxation, and toward depiction of low-concentration alcohol such as beer in recent decades. The impact of changing trend of alcohol depiction on the Indian viewers, especially young audience, needs further study.
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