THE FREQUENCY AND CONTEXT OF ALCOHOL AND TOBACCO CUES IN DAYTIME SOAP-OPERA PROGRAMS - FALL 1986 AND FALL 1991

The author conducted a content analysis to determine the frequency and context Of alcohol and tobacco cues in daytime television soap opera programs broadcast in Fall 1986 and Fall 1991. Given societal concerns about alcohol and tobacco, one might expect the frequency and use of these products to be similar. This research found, however, that alcoh ol cues occurred significantly more frequently than tobacco cues and w ith significantly increasing frequency in 1991 versus 1986. The alcoho l cues were found to be generic, in ''appropriate'' settings, and neit her actively consumed nor directly related to storylines. Nevertheless , their increasing use could still be of concern.