Depiction of drug usage, alcohol consumption and cigarette smoking in movies and its perceived effect on a young audience in Uganda a comparative study on American and Indian cinemas and their respective audiences in Kampala

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Kampala International University, College of Humanities and Social Sciences
This study analyzes the depiction of drug usage, cigarette smoking and alcohol consumption in -movies in terms of character stereotyping and typecasting. Because movies are focused on making money they are being used as marketing tools by alcohol and cigarette conglomerates (Grube, 2004). The study also explores youth perception of such content and tries to determine the behavioral implications or influence of such content on young children. The goal of this research is to analyze the social cognitive influence of movies on the youth and the effects of censorship in movies today. The research compares this effect in the two largest movie markets the American market (Hollywood) and the Indian market (Bollywood) and the effect of these depictions on the youth to see whether this issue warrants a global understanding and awareness. The aim of this study is to understand the nature of the movie markets and the depiction of such content in movies. It analyses the issue solely from the perspective of a youth audience to better understand how the youth today perceive movies and to see if depiction of cigarette smoking, alcohol consumption and drug usage has a positive or negative effect on the youth audience. A part of the analysis of the study is to also better understand censorship techniques employed for both movie markets to see if they are effective or need to be improved upon. Finally the study asks the question of social responsibility and whether movies and movie stars have a responsibility to maintain higher censorship standards or they are merely depiction art through the medium and should not be held accountable for their depictions on screen.
A research project submitted to the college of humanities and social science in partial fulfillment for the award of Bachelors Degree in Mass Communication of Kampala International University
Depiction, drug usage, alcohol consumption, cigarette smoking