Office of National Drug Control Policy Wednesday, April 28, 1999 NEW STUDY FIRST TO QUANTIFY ILLICIT DRUG AND SUBSTANCE USE IN MOVIES AND MUSIC POPULAR AMONG YOUTH Officials View Findings as Tool for Collaboration With Entertainment Industry and to Encourage Parental Action (Washington, D.C.) -- A first time study that portrays the degree of illicit drug, alcohol, and tobacco use in selected popular movies and music was released today by the White House Office of National Drug Control Policy and the U.S. Department of Health and Human Services’ Substance Abuse and Mental Health Services Administration. The study examined the 200 most popular movie rentals and 1000 of the most popular songs from 1996 and 1997. Findings revealed that 98 percent of movies studied depicted substance use. Illicit drugs appeared in 22 percent of the movies studied. Twenty-seven percent of the 1000 songs contained a clear reference to either alcohol or illicit drugs. This is the first national study of its kind to quantify the frequency and nature of substance use in entertainment media. "These findings underscore the potential for the entertainment industry to play a key role in protecting our kids from the dangers of drugs through realistic depiction -- portraying illicit drug use, and all substance abuse, as unglamorous, dangerous and socially unacceptable," said Barry R. McCaffrey, Director of the Office of National Drug Control Policy. "Young people clearly are surrounded by portrayals of substance use. The challenge is to help them better understand it and reject it." "The entertainment media can have an enormous impact on society and these findings show that drug references and messages are part of our children's lives," said Nelba Chavez, Ph.D., Administrator of the Substance Abuse and Mental Health Services Administration. "Parents and care givers need to be involved in the selection of entertainment activities. They must serve as a role model and reinforce anti-drug messages as well as discuss the dangers of alcohol and tobacco use." Following are some of the key findings of the study: According to the study, 98 percent of movies and 27 percent of songs depict illicit drugs, alcohol or tobacco. Illicit drugs appeared in 22 percent of movies. Fewer than 15% of young characters who smoked marijuana or cigarettes experienced any apparent consequences of their use. Consequences of substance use were depicted in about half of the movies in which they appeared and in about one-fifth of the songs. 26 percent of movies portrayed illicit drug use in a humorous context. Illicit drug use was associated with wealth or luxury in 20 percent of the songs in which drugs appeared, with sexual activity in 30 percent, and with crime or violence in 20 percent. While, overall, there are few African American characters in movies, these characters are portrayed as using drugs at a disproportionately high rate. Alcohol and tobacco were used in over 76 percent of movies rated G or PG, and in an overwhelming majority of PG-13 movies (tobacco - 82 percent; alcohol - 94 percent) The study was prompted by two facts: the growing drug problem among America's youth combined with the reality that America's teenagers are heavy consumers of motion pictures and popular music. While it is not inferred that drug messages in the media cause drug use, media can influence young people's perceptions of what is "normal" and "acceptable", as well as their perceptions as to how harmful or harmless drugs are. The study was commissioned to establish a basis for dialogue with the entertainment industry on substance use depiction and encourage parental action. "There is some good news to report," said McCaffrey. "The entertainment industry is already working on a variety of fronts, with government and private organizations, to develop solution-oriented initiatives and programs with more accurate messages and images." McCaffrey and other health leaders have already made a series of presentations to major studios and ONDCP has planned larger workshops in Los Angeles and New York for later this year. The study release was accompanied by wide agreement among substance abuse prevention leaders that the findings should send a strong signal to all parents of teens and pre-teens, who are heavy consumers of popular movies and music, to help their children be alert and informed viewers. To provide guidance to parents on how to teach their children to think more critically and better understand what they see and hear in movies and music, ONDCP and SAMHSA recommend several simple tips parents should follow: Monitor what your kids are watching and listening to -- approve purchases and rentals Use movies and songs as catalysts for discussion -- talk about alcohol, tobacco and drugs Help young people separate fact from fiction -- teach them not to always believe what they see and hear Ensure they understand negative consequences -- that aren't always apparent in media The Substance Abuse in Popular Movies and Music Study was commissioned jointly by the Office of National Drug Control Policy and the Substance Abuse and Mental Health Services Administration. The research was conducted by Mediascope, a nonprofit organization concerned with accurate and responsible depiction of social and health issues in the media, particularly as they relate to children and adolescents. Lead researchers were Donald F. Roberts, Ph.D. and Lisa Henriksen, Ph.D. at Stanford University and Peter G. Christenson, Ph.D. at Lewis and Clark College. To view the full text of the study, go to http://www.health.org/mediastudy/index.htm Contact: ONDCP: Bob Weiner/Steve Panton: (202) 395-6618 SAMHSA: Mark Weber (301) 443-8956