Date of Award

Spring 2024

Document Type


Degree Name

Master of Arts (MA)


Communication Studies

Committee Chairperson

Eryn Travis, Ph.D.

Committee Member

Edward Lordan, Ph.D.

Committee Member

Taryn Myers, Ph.D.


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.

Included in

Advertising and Promotion Management Commons, American Politics Commons, Applied Behavior Analysis Commons, Applied Ethics Commons, Behavioral Disciplines and Activities Commons, Behavior and Behavior Mechanisms Commons, Broadcast and Video Studies Commons, Business and Corporate Communications Commons, Child Psychology Commons, Children's and Young Adult Literature Commons, Civic and Community Engagement Commons, Cognitive Science Commons, Communications Law Commons, Communication Technology and New Media Commons, Community-Based Learning Commons, Community-Based Research Commons, Community Health and Preventive Medicine Commons, Community Psychology Commons, Comparative Politics Commons, Comparative Psychology Commons, Critical and Cultural Studies Commons, Developmental Psychology Commons, Development Studies Commons, Digital Humanities Commons, Domestic and Intimate Partner Violence Commons, Early Childhood Education Commons, Educational Sociology Commons, Education Policy Commons, Family and Consumer Sciences Commons, Family, Life Course, and Society Commons, Food and Beverage Management Commons, Food and Drug Law Commons, Food Studies Commons, Graphic Communications Commons, Health Communication Commons, Health Law and Policy Commons, Health Policy Commons, Health Psychology Commons, Industrial and Organizational Psychology Commons, International and Intercultural Communication Commons, International Relations Commons, Internet Law Commons, Interpersonal and Small Group Communication Commons, Journalism Studies Commons, Law and Psychology Commons, Law and Society Commons, Legal Ethics and Professional Responsibility Commons, Leisure Studies Commons, Marketing Commons, Marketing Law Commons, Mass Communication Commons, Maternal and Child Health Commons, Medical Humanities Commons, Medicine and Health Commons, Organizational Communication Commons, Organization Development Commons, Other Chemicals and Drugs Commons, Other Communication Commons, Other Film and Media Studies Commons, Other Food Science Commons, Other Legal Studies Commons, Other Nutrition Commons, Other Political Science Commons, Other Psychiatry and Psychology Commons, Other Psychology Commons, Other Social and Behavioral Sciences Commons, Other Sociology Commons, Patient Safety Commons, Peace and Conflict Studies Commons, Personality and Social Contexts Commons, Place and Environment Commons, Policy History, Theory, and Methods Commons, Politics and Social Change Commons, Psychological Phenomena and Processes Commons, Public Administration Commons, Public Affairs Commons, Public Policy Commons, Public Relations and Advertising Commons, Quantitative, Qualitative, Comparative, and Historical Methodologies Commons, Sales and Merchandising Commons, Scholarly Communication Commons, School Psychology Commons, Social Control, Law, Crime, and Deviance Commons, Social Influence and Political Communication Commons, Social Media Commons, Social Policy Commons, Social Psychology Commons, Social Psychology and Interaction Commons, Sociology of Culture Commons, Sociology of Religion Commons, Speech and Rhetorical Studies Commons, Sports Studies Commons, Substance Abuse and Addiction Commons, Television Commons, Theory and Philosophy Commons, Theory, Knowledge and Science Commons, Tourism Commons, Visual Studies Commons, Work, Economy and Organizations Commons