1. HOW THE O.C. INFLUENCED
UNDERAGE DRINKING
Alexandra Pingree

2. The O.C.
 Video Source:
 http://www.huffingtonpost.com/2013/08/05/the-oc-
music-moments_n_3704377.html

3. Background
 The O.C. made its debut in
2003.
 Quickly became the most
popular new drama for ages
13-24.
 The show is named after
Orange County, CA which is
where it takes place.
 The show centers around four
main characters, Ryan, Seth,
Marisa and Summer.

4. Underage Drinking
 Time of critical brain development.
 Teens who drink before age 15 are 15 times more likely
to become dependent later in life.
 Underage drinkers consume 1/5 of the alcohol
consumed in a year.

5. The Social Learning Theory
 The Social Learning Theory emphasizes the importance of
observing and modeling the behaviors, attitudes, and
emotional reactions of others.
 Teens model the behaviors of the characters on The O.C.
 The O.C. characters are never punished for their behaviors
so it causes the teen to view the behavior as positive and
viewers are more likely to model the behavior.

6. The Cultivation Theory
 High frequency viewers of
television are more susceptible to
media messages and the belief
that they are real and valid.
 When teens watch a high school
full of parties, relationships,
scandal, and drama they begin
to think that that is how high
school is like.
 Teens were captivated by how
life was in The O.C. and real life
becomes unsatisfying and
disappointing to them.

7. Research Findings
 When the show ended in 2007 it was named the worst show for
families.
 When teens watch a high school full of parties, relationships,
scandal, and drama they begin to think that that is how high school
is like.
 Research found that unless the teens loved the show then they were
not influenced to drink by the show.
 This should be a relief to parents except teens lived and breathed for
The O.C. and completely fell in love with it once they started watching it.

8. Research Findings
 The University of Antwerp analyzed 1,895 scenes from
The O.C. and found that a sixth of them depicted an
alcoholic beverage.
 They found that when a character turned to alcohol to sooth
a problem it was excepted by their friends.
 No negative side affects.
 One study found that for each 42-minute show it
contained at least 4 minutes of alcohol related
activities.
 The same study found that alcohol is being depicted 32.7%
of the time and it is within a close visible proximity 47.8%
of the time.

10. The O.C.’s Popularity
 The shows popularity was a
huge factor as to why it
influenced teens.
 The O.C. attracted 97 million
viewer in its first season.
 There is a strong correlation
between people who lived,
breathed, and loved The O.C.
and how they viewed alcohol
on the show.
 The more connected the
viewer was to the show the
more they viewed the positive
messages of alcohol
portrayed on the show.

11. Connecting the Theories
 Teens who were immersed in The O.C.'s virtual world
were more likely to believe the real world was the
same as it is depicted on The O.C.(Cultivation Theory)
 Teens looked to the characters of The O.C. as models
for how to act when one is in high school. They saw that
these models drank alcohol and were never punished.
This reinforced that this behavior was okay and they
became more likely to preform the behavior that they
viewed. (Social Learning Theory)

12. Recommendations for Future Producers
 Take extra consideration on what
messages are being portrayed.
 Think about whether the messages
that are portraying will be viewed
as positive or negative in the eyes of
teenagers.
 Remember that if one wants to be
the best show then the better the
show is the more it will influence the
shows viewers.
 Keep underage drinking out of the
television show or at an extreme
minimum.

13. Bibliography
 Bindig, L., & Bergstrom, A. M. (2012). The O.C a critical understanding. Lanham: Lexington Books.
 Cultivation Theory. (n.d.). Mass Communication Theory. Retrieved , from: http://masscommtheory.com/theory-
overviews/cultivation-theory/
 Feeney, N. (2013). Ten Years Later: The O.C.'s Influential Glamorization of Teen Drinking. The Atlantic. Retrieved , from
http://www.theatlantic.com/entertainment/archive/2013/08/ten-years-later-i-the- oc-i-s-influential-glamorization-of-teen-
drinking/278356/
 Goldberg, M., Niedermeier, K., Bechtel, L., & Gorn, G. (2006). Heightening adolescent vigilance toward alcohol advertising to
forestall alcohol use. Journal Of Public Policy & Marke…
 Henriksen, L., Schleicher, N., & Fortmann, S. (2007). Receptivity to Alcohol Marketing Predicts Intiation of Alcohol Use: Results
From a Longitudinal Assessment. International Communication Association; 2007 Annual Meeting, Washington District of
Columbia.
 Huang, G. C., Unger, J. B., Soto, D., Fujimoto, K., Pentz, M. A., Jordan-Marsh, M., & Valente, T. W. (2013). Peer Influences: The
Impact of Online and Offline Friendship Networks on…
 Russell, C., Russell, D. W., & Grube, J. W. (2009). NATURE AND IMPACT OF ALCOHOL MESSAGES IN A YOUTH-ORIENTED
TELEVISION SERIES. Journal Of Advertising, 38(3), 97-111.
 Simons, N., Van den Bulck, H., & Van Gorp, B. (2007). Media Framing of Alcohol in The O.C.: Does It Influence Adolescents'
Attitudes Towards Alcohol?. Conference Papers -- International Communication Association, 1.
 Social Learning Theory. (n.d.). Social Learning Theory. Retrieved , from
http://www.southalabama.edu/oll/mobile/theory_workbook/social_lea rning_theory.htm
 Squeglia, L. M., Jacobus, J., & Tapert, S. F. (2009). The influence of substance use on adolescent brain development. Clinical
EEG and neuroscience, 40(1), 31-38. doi: 10.1177/15…

14. Photo Bibliography
 Image Source: http://upload.wikimedia.org/wikipedia/en/9/9b/The_O.C._cast_(season_1).jpg
 Image Source: http://www.valleymagazinepsu.com/wp-content/uploads/2013/10/the-oc01.jpg
 Image Source: http://www.gurl.com/wp-content/gallery/oc-moments-that-changed-my-life/marissa-
cooper-drinking-alcohol-drunk.jpg
 Image Sourcehttp://www.seeing-stars.com/OC/FashionShowParty3.jpg
 Image Source: http://imnotstalkingyou.files.wordpress.com/2012/04/marissa-tijiuana.jpg
 Image Source: http://i.huffpost.com/gen/1281125/thumbs/o-THE-OC-10TH-ANNIVERSARY-570.jpg?6
 Image Source: http://i.huffpost.com/gen/1280735/thumbs/o-THE-OC-MUSIC-MOMENTS-facebook.jpg
 Image Source: http://media.portable.tv/wp-content/uploads/2013/08/OC-Drinking-Portable.jpg
 Image Source:
http://25.media.tumblr.com/1512bf6834968c404b0e025977637450/tumblr_mumih2y0Qw1s2vj3qo1_500.gif
 Image Source: http://fittipdaily.com/wp-content/uploads/2009/06/teens-and-tv.jpg
 Image Source: http://chesterfieldsafe.org/images/content/teen-brain.jpg
 Image source: http://spc.fotolog.com/photo/60/40/46/sofizticaadaa/1238031912676_f.jpg