The Changing Role of Mass Media in Preventing Excessive Alcohol Use
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Previous reviews have shown that mass media interventions have limited impact on alcohol use and alcohol-related problems, at least when delivered using a 'universal' strategy. This paper begins by reviewing recent mass media programs which have employed this strategy. It then goes on to describe alternative strategies through which mass media programs can be delivered. Specific examples of these alternative approaches are discussed. © 1995 Informa UK Ltd All rights reserved: reproduction in whole or part not permitted.
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