Date of Award

Spring 2024

Document Type

Thesis

Degree Name

Master of Arts (MA)

Department

Communication Studies

Committee Chairperson

Eryn Travis, Ph.D.

Committee Member

Edward Lordan, Ph.D.

Committee Member

Taryn Myers, Ph.D.

Abstract

Proposed regulations for alcohol advertising prevent beverage companies from targeting people under the legal drinking age. However, similar regulations for alcohol alternative beverages are less explored, which could allow alcohol alternative products to create awareness for alcoholic beverages among youth. Alcohol alternatives beverages, including no-alcohol and low-alcohol products, are increasing in popularity and can function as compliments to alcoholic products to decrease the total alcohol volume consumed or as substitutes for alcoholic products. Framing theory can be operationalized through the Content Appealing to Youth Index, an index of content elements found in research literature to be appealing to youth, to consider if alcohol alternative products should follow the same proposed advertising regulations as alcoholic beverages. The thesis will identify gaps in current alcohol industry regulations for content shared on social media sites, specifically TikTok, and within the entire media landscape. This research will extend the use of the CAY Index to operationalize framing and consider Portman Group alcohol alternative recommendations to evaluate the inclusion of alcohol alternatives in alcohol advertising regulations.

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