Psychological Analysis:Media Use
and the Consumption of Alcohol
by
B. Freely

The Question

This study takes a look at the differences between the use of the media in pubs and bars in Britain and the United States. The objective is to see if there is a difference in the amount of alcohol that is consumed during sporting events as opposed to the amount that is normally drank. The assumption is that the people of Britain will have a higher over all consumption of drinks and a more frequent use of the pubs then the Americans. There should be similarities in the way people in both countries drink during the time they watch sporting programs.

Methods/Results:

The study includes pubs in London’s West End and bars in Philadelphia. In Philadelphia, the bars were visited during the sporting events of the NBA finals and the Super Bowl in the States. In London, the pubs were studied during the Rugby Wold Cup and Premiership League Football (soccer) games. During the 1999 Super Bowl the bars visited were: London Grill, Tavern on Green and P&P, a Private club (all in Philadelphia). During the 1999 NBA Finals, Doc Watson’s, London Grill, Rembrant’s, and Dickens’s Inn were visited (all in Philadelphia). During the 1999 Rugby World Cup in London the pubs visited were: Walkabout, Friends at Hand, and The Angel. During Premiership games most of the research was conducted at the Friend at Hand Bar. The rate of which people drank during the events was observed. Since the most common drink was beer the data was limited to the number of pints consumed. This number was then compared to the amount that people said they normally drink when there isn’t a television on; i.e. talking with friends. On average, two people were asked per bar. The bartenders in both countries were asked about their personal thoughts about how much television effects the consumption of alcohol.

The information gathered showed that British people, in general, drink more than the Americans do. As one person said "It is more of a pub culture." The British drink more during the day and spend more time in the pubs. They watch more sporting events in the pubs then Americans. One reason for this may be the amount of space people live in. The apartments in London’s West End tend to be very small and can not accommodate a large party. When there is a big game in the Philadelphia, there is a tendency for people to have a party in their homes as opposed to going to a bar to watch the game. One person in a Philadelphia bar said that the reason for this is it is cheaper and you don’t have to worry about anything. The most interesting information though, was how much the event altered the amount the viewers drank in a pub. According to the bartenders in both countries, if the people were interested in the game then they would drink less, and if they found the game to be boring then they tended to drink more. The reason for this is, people who are paying attention to a game are not concerned about drinking. If a game isn’t entertaining, then there is a tendency not to watch the game but to drink.

Conclusions

Whether or not people are enjoying a sporting event they are still going to bars and spending money. As long as they keep coming, the bars will use the media. It is customary for most bars to have televisions. The reason for this is, it gives people a reason to go to the bar, either to "watch the game," or use the television as a companion. In both cultures, most often, there is a television above the bar so people can escape their troubles.