This research explores how alcohol is portrayed on social media — particularly in temporary or “ephemeral” formats such as Instagram Stories and Snapchat — and how these portrayals shape people’s beliefs, attitudes, and potential behaviors toward alcohol use. The study compares the effects of positive depictions (where alcohol is shown as fun, social, and glamorous) versus negative depictions (highlighting risks, embarrassment, or consequences) to understand which messages are more influential.
For Prevention Conversation Facilitators, this research is especially relevant. Many of the individuals we engage with, whether youth, adults, or expectant parents, are influenced not only by personal relationships, but also by the digital environments they consume daily. Social media has become a powerful educator, sometimes more persuasive than formal education or health campaigns.
This study offers valuable insight into how messaging style impacts perception, and prompts us to ask:
- What types of messages actually lead to reflection or behavior change?
- When we talk about alcohol and pregnancy, are we unintentionally reinforcing stigma — or opening the door to support?
- How can we translate these findings into real-life Prevention Conversations that feel relatable, not preachy?