Social media and teenagers’ desire to consume alcoholic beverages

Francisco Vicente Sales Melo; Ana Augusta Ferreira de Freitas

doi:10.5585/remark.v23i3.23606

Autores

Francisco Vicente Sales Melo Federal University of Ceará – UFC https://orcid.org/0000-0003-0329-668X
Ana Augusta Ferreira de Freitas Universidade Estadual do Ceará – UECE https://orcid.org/0000-0002-2741-6968

DOI:

https://doi.org/10.5585/remark.v23i3.23606

Palavras-chave:

mídias sociais, bebidas alcoólicas, adolescentes

Resumo

Objetivo: O consumo de bebidas alcoólicas e sua exposição nas mídias sociais está se tornando mais comum entre os adolescentes. A partir de um cenário de exposição de jovens exibindo bebidas alcoólicas nas mídias sociais, analisamos os contextos sociais, familiares e atitudinais relacionando-os ao uso dessas mídias sociais e ao desejo de consumir bebidas alcoólicas.

Método: Com base numa amostra de adolescentes brasileiros, foi realizado um survey, no qual parte da coleta de dados foi feita a partir de um modelo quase-experimental.

Resultados: Os resultados revelaram que a exposição de adolescentes com bebidas alcoólicas nas mídias sociais estimula o desejo de beber naqueles que veem essas postagens, e esse desejo pode aumentar quando atitudes positivas são retratadas e normas injuntivas são altas.

Contribuições teóricas: Esta pesquisa visa apoiar a literatura ao confirmar que conteúdos relacionados ao consumo de bebidas alcoólicas exibidos nas mídias sociais influenciam no alcoolismo precoce. Além disso, o estudo avança ao revelar que as normas injuntivas influenciam mais no desejo de consumir bebidas alcoólicas por jovens do que a orientação extrema dos pares.

Originalidade: Diferentemente de estudos anteriores, esta pesquisa traz evidências de que as normas injuntivas influenciam significativamente o comportamento dos adolescentes, sobretudo quando o tema é o consumo de bebidas alcoólicas e autoexibição nas mídias sociais.

Implicações para gestão ou sociais: O estudo fornece diversas propostas transformativas relativas à educação midiática, relevantes para organizações públicas e privadas.

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Biografia do Autor

Francisco Vicente Sales Melo, Federal University of Ceará – UFC

Doutorando em Administração

Ana Augusta Ferreira de Freitas, Universidade Estadual do Ceará – UECE

Doutora

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