Studying young recipient as of alcohol marketing – Two research paradigms and their possible consolidation:

Nordic Studies on Alcohol and Drugs

MatildaHellman¹ 

关键词: alcohol;    commercials;    reception;    youth;    research paradigms;    methods;   

DOI  :  10.2478/v10199-011-0039-7

学科分类：生物化学/生物物理

来源: Sage Journals

【 摘 要 】

AimsThe article discusses and compares two European studies that investigate young recipients of commercial messages on alcohol. The studies spring out of very different science philosophical paradigms. Their comparison therefore brings certain ontological, epistemological and methodological questions to a head.Data and MethodsA large amount of existing research and theorizing has been reviewed in order to frame the studies concerning the following aspects: their goals (genesis, purposes etc.); their view on the nature of reality (ontology); their view on how knowledge is created and expanded (epistemology) and, their view on the role of values in research and theory building (axiology).ResultsIt is suggested that although the studies work in separate paradigms and are concerned with different phenomena, they could gain from a consolidation for complementary purposes.ConclusionsThe task of studying alcohol marketing audiences puts the alcohol research field's methodological capacities to the test. The fie...

【 授权许可】

CC BY