The Media and Addiction Portrayal
Often, drug addiction or alcohol consumption or smoking is depicted in the media in either a watered-down “no big deal format” or an exaggerated manner. Sitcoms often portray someone who is deemed “a total loser” by viewers hitting rock bottom or a completely ordinary family laughing at someones serious addiction problem. In the real world, people fighting addiction experience the battle very different than it is portrayed in the media. Watching a scene on TV with emotion due to alcohol or drugs can be captivating and entertaining. In reality, the emotions experienced by individuals dealing with addiction can be stressful or embarrassing. Viewers turn on a movie or a TV show for entertainment, not for reality or accuracy in most cases. Further, one cannot watch any type of sports programming without being bombarded by alcohol advertisements.
The data characterizing the impact that visual representation of drugs and alcohol in the media has on spectators is shocking. Due to the $25 billion per year that is spent by advertisements for alcohol products, on average —every 22 minutes— someone is shown on television consuming alcohol. In conjunction with that statistic, regarding the $8.9 billion being spent on the promotion of tobacco products each year, it was shown that 90% of rated R movies have smoking scenes. Most often, the individuals portrayed smoking in those shows are generally intelligent, successful, beautiful and handsome people. Thus, many media viewers are impacted by the portrayal of addiction in such a way that they believe smoking and drinking are a great way to become, successful, beautiful, and interesting, neglecting the less attractive hard truth of addiction.