dc.description.abstract | The overall objective of this study was to investigate the influence of television
advertisements on alcohol consumption among the youth i
n secondary schools. The specific
objectives of the study were: To find out the level of information about alcohol among the
youth, to determine the fact
ors that influence the youth to
drink and lastly to determine the
role of advertisements on alcohol con
sumption among the youth. The study was guid
ed by
Social learning theory,
Cognitive dissonance theory and Social judgement theory.
This study
was conducted among
secondary
students
in Kwale county, Ka
semeni location.
These schools we
re: Mwamdudu which is mixed, Mazeras boys, Mazeras girls and
Mnyenzeni which is also
a mixed school. A
sample size of 320 respondents
drawn from the
four secondary schools in the location filled a self
-
administered questionnaire
.
Respondents
for t
he survey
were selected using
m
ultiple
-
stage sampling
technique. Descriptive and
inferential statistics were used to interpret the quantitative data obtained.
The major findings of the study were; first, students have the knowledge about alcohol
drinking and the s
ide effects of alcohol. Second, despite the knowledge and awareness a
significant number of students still
drink alcohol. Third, majority of the students
indicated
that they have drunk
alcohol in their life time. Fourth,
there is gender
dis
parity when it c
omes
to drinking among the students. Fifth
student
s
highlighted peer pressure and alcohol
advertisements as
the key cause of youth drinking. Finally a significant number indicated to
have come across alcohol ad
vertisements through television.
On the basis of the findings, the following conclusions were drawn
;
peer pressure and
alcohol
advertisements
are
the key cause of youth drinking
and that
youth drinking is also a
personal decision.
A recommendation with policy implications arising from thi
s study is that
in as much as a
lcohol advertisements is there to stay
there is need to regulate the media in the
area of alcohol advertising and also regulate the alcohol advertisements in such a way that
they don’t provoke the youth to think about alcohol
drinking.
For further research, this study recommends the following areas: research to establish how
the degree of exposu
re of alcohol advertisements
influence
students drinking; rese
arch
in
other counties
for the purpose of a comparative study
since this study was limited to Kwale
County | en_US |