Media Effects On Social Groups
Drinking in college is portrayed in the media as a social norm and heavily encouraged by advertisements such as commercials directed at students, flyers dispersed throughout campuses, and even coupons for local bars found in student newspapers. Given that alcohol consumption is known to increase throughout adolescence and climax in late adolescence or emerging adulthood, heavy episodic alcohol use among college students makes this period crucially important to the etiology of adult alcohol abuse (Shim 2005).
The decision-making perspective suggests that adolescents make rational, goal-oriented decisions to drink, decisions that occur in a series of steps involving the identification and assessment of the desirability and the likelihood of potential consequences (Shim 2005). In a study conducted by Soyeon Shim and Jennifer Maggs (2005), the attraction to drinking in college is linked to personal attitudes, values, and beliefs. Specifically self-actualizing values, which are related......
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