This report presents findings of a mixed-method study exploring how alcohol is represented in media consumed by young people, young people’s own interpretations of these representations, and the influence of the media and celebrities on young people’s attitudes to alcohol and their alcohol consumption. It also examines the views of media professionals on the production of alcohol-related content, the potential influence of the media on young consumers, and the role of the media in health promotion. Report published by the Joseph Rowntree foundation in September 2011.
