Objective: This study analyzed the framing of alcohol consumption in the American adolescent drama series The OC.
Method: All 51 episodes of Seasons 1 and 2 of The OC were coded for visual and verbal references to beverage use on the level of the scene (n = 1,895) and on the level of the drinking act (n = 1,033). Subsequently, all episodes were analyzed qualitatively through an inductive frame analysis.
Results: Although the public's perception of The OC is that alcohol was overrepresented in this series, the quantitative results show the opposite. The focus was on active consumption and solitary drinking of alcohol, but in absolute terms there were more nonalcoholic drinking acts. The OC represents a trend break, compared with earlier analyses of alcohol consumption in television fiction: More than half of all alcoholic drinking acts involved women, and almost one third involved adolescents. The qualitative frame analysis revealed two commonly used frames (alcohol consumption as an "obligatory outlet" and alcohol consumption as "escapism") and two less frequently applied frames ("celebrate without the sauce" and alcohol addiction as "sickness").
Conclusions: The findings suggest that the concept of framing might contribute to this field of study by analyzing the underlying cultural frames that suggest how the receiver may interpret the consumption of alcohol in fictional television programs.