Breaking News: Celebrity Drinking Trends and Its Impact on Media
In a startling trend, celebrities are increasingly showcasing their drinking habits on TV dramas and YouTube videos, sparking concerns about the normalization of alcohol consumption. This phenomenon has seen a significant rise over the past few years, with drinking scenes becoming more prevalent in popular media.
YouTube Drinking Programs: A Growing Concern
A recent analysis shows that YouTube channels dedicated to drinking programs have surged in popularity. For instance, a YouTube channel featuring a celebrity talk show has garnered over 1.8 million views, with viewers commenting on the celebrities’ drinking habits. This trend is not isolated; numerous other YouTube channels, such as ‘Salent Shin Dong-yeop’ and ‘Cho Hyun-ah’s Ordinary Thursday Night,’ are centered around drinking and candid conversations.
Increasing Drinking Scenes in TV Dramas
Four years ago, the TVN drama ‘Drinking City Women’ sparked a wave of media content featuring drinking scenes. According to the Korea Health Promotion Institute, the average number of drinking scenes per top drama and entertainment program has increased from 0.9 in 2021 to 1.4 in 2024. This rise in drinking scenes is concerning, especially as these programs are accessible to viewers of all ages.
The Impact on Viewers
A study by the Korea Health Promotion Development Institute in 2021 revealed that increased media exposure to drinking scenes can boost viewers’ alcohol motivation and promote drinking. The Ministry of Health and Welfare has taken note and revised the ‘Media Drinking Scene Guidelines for Spring Sobi Culture’ in 2023 to minimize drinking scenes and discourage positive portrayals. However, the guidelines are not being adequately followed.
AI-Powered Campaign to Combat Drinking Culture
The Ministry of Health and Welfare has launched an AI-generated campaign titled ‘Let’s Wake Up Now!’ featuring an advertisement called ‘Suls Lighting.’ This campaign aims to improve public perception by critically highlighting the negative aspects of drinking. The advertisement will air on tvN and Mnet channels for a month in June and will be available on YouTube and social media.
Expert Insights and Future Implications
Kwak Soon-heon, Director of Health and Welfare at the Ministry of Health and Welfare, emphasized the importance of self-reflection in the current media environment. He hopes that the campaign will encourage viewers to question the normalization of drinking in media and make informed choices about their alcohol consumption.
As the trend of celebrity drinking continues to gain traction, it is crucial to address the underlying issues and promote responsible drinking habits. The ongoing efforts by health authorities and media regulators are a step in the right direction, but more needs to be done to curb the normalization of alcohol consumption in popular culture.
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