Is Geordie Shore ‘One Long Advert for Drinking’?
Written by Spark on 22nd January 2018
A study has claimed that the MTV reality show, Geordie Shore, is ‘one long advert for drinking’ with a large amount of the programmes scenes relating to alcohol.
Researchers found almost 80% of scenes throughout season 11 of the Newcastle based show Geordie Shore contain alcohol content or alcohol use.
The authors behind the paper are calling for more to be done to protect young viewers from alcohol imagery, including a potential review of age classification policy for the programme.
Researchers from the universities of Bath and Nottingham analysed seven hours of footage over 10 episodes of season 11 from the show.
They found 78% of scenes contained alcohol content, 30% featured alcohol use, 72% had inferred alcohol use and 59% of other scenes contained other alcohol references.
Alcohol brands occurred in 23% of all scenes, with Smirnoff featuring in 43% of brand appearances with other prominence on brands including Grey Goose and Corona.
Lead researcher Dr Jo Cranwell, from the University of Bath’s Department for Health, said: “We expected to find alcohol content across series 11 of Geordie Shore but not at such high levels, or the prominence of particular brands.
“Given MTV’s target audience can be as young as 12, this really is a concern and runs counter to a raft of public health measures currently designed to curb the excesses in drinking among young people, and counter to the policies of the companies which market these brands with respect to advertising to children.”
The findings will be raised with Lime Pictures – the production company behind Geordie Shore – as well as MTV, Ofcom and the British Board of Film Classification (BBFC).
Researchers are now calling for clearer alcohol warnings at the start of Geordie Shore episodes and the removal of all alcohol branding.
Meanwhile, series 16 of the show continues to air on MTV at 9pm on Tuesday with cast mates including Sophie Kasaei, Scotty T and Chloe Ferry.
Images from MTV/Geordie Shore & PA/PA Wire.