Portrayal of health-related behaviours in popular uk television soap operas.

BACKGROUND: Evidence suggests that health-related story lines in popular television programmes may lead to increased viewer knowledge or behaviour change. However, little is currently known about the portrayal of common health-related behaviours on UK television soap operas. METHODS: The portrayal of 11 key health-related behaviours on the 4 most popular soap operas set and broadcast in the UK over 4 weeks in spring 2005 was assessed. RESULTS: Seven of the 11 behaviours of interest were recorded a total of 959 times during 32 h of programming (or 30 behaviours per programming hour). The behaviour most frequently recorded was alcohol-related behaviours, recorded 619 times (19.3 per programming hour). No instances of four behaviours of interest were observed: driving soon after drinking, drinking during pregnancy, smoking during pregnancy or smoking around children. CONCLUSIONS: Popular television serials offer the chance to portray « healthy » behaviours as normal, and so help change attitudes and shape behavioural norms among the viewing public. Engaging the makers of these programmes in a health promotion agenda may be a fruitful method of promoting healthy behaviours.