Analysis of the Media Image and Presentation of Direct and Hidden Advertising of Alcohol in Selected Czech Mass Communication Media. Study Protocol
INTRODUCTION: The study protocol is focused on qualitative and quantitative analysis and reflection of the media image and presentation of direct and hidden alcohol advertising in the Czech mass media, with an emphasis on social network platforms with a high degree of influence on young people. It responds to the need for verified resource points for discussion of the effectiveness and extent of the existing statutory regulation of alcoholic beverage advertising and methods for its possible tightening.
METHODS: For the analysis of traditional (printed) media, the method of content analysis...