The purpose of this review is to describe the current state of the field with regard to substance use portrayals in marketing and in entertainment media, as well as in digital media including the internet and social networking sites. 6, 12 They also lack cognitive capacities to distinguish the reality portrayed in ads from real-life experiences 13 and are still developing executive control which makes them susceptible to stylistic features such as animation, frequent camera cuts, and loud/fast music. Moreover, youth are high consumers of entertainment media, 11 and they are highly susceptible to media influence due to preoccupation with personal image and identity that makes them more likely to identify with and model what they view. It has long been recognized that the tobacco industry targets youth, and it might be argued that the alcohol industry does the same, in the form of paid placements of products in films, television, and video games that are popular among youth, sponsorship of sporting events and concerts, and colorful packaging. 3, 4 Given that media representations constitute a primary source of learning about substance use, particularly for youth without direct lived experience, paid industry advertising and portrayals of substance using behaviors in the media are key environmental influences on youth substance use. A host of individual, social, and environmental risk factors have been implicated in youth substance use, with environmental risk factors predominating at early stages of use. 1, 2 Use of substances among adolescents and young adults is a known risk factor for a myriad of adverse outcomes. Although adolescent and young adult rates of alcohol and tobacco use are declining in the U.S., prevalence is still high, and marijuana use is on the rise.
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