How Media Normalizes Teen Alcohol Misuse

Today’s teens are constantly connected. They scroll social feeds or host online watch parties of popular TV shows and movies. While media offers entertainment and connection, it also comes with hidden risks, like normalizing underage drinking.  

From party scenes in shows to casual drinking in memes, alcohol messaging often appears to teens as harmless or even enticing fun, as a way to cope, or as a part of everyday life.. As a parent, you need to understand how media’s impact on teens is shaping their beliefs and behaviors around underage drinking.  

Why Media Messaging Matters 

Teens today spend more time in the digital world than in the physical world. Their entertainment, friendships, news, even schoolwork are all just a tap away on a phone or laptop. 

The fact that teens spend so much time online means digital platforms play a major role in shaping their attitudes and behaviors. Many social media platforms have gaps in their policies that allow alcohol-related content to slip through to underage kids. Many of the ads, influencer posts, and viral trends that kids see depict underage drinking , and rarely show the serious risks that go along with it.  

What Teens Are Seeing About Alcohol in Media  

Social media, TV shows, and movies frequently show alcohol use in casual or even glamorous ways. Teen-focused TV shows and movies often portray alcohol as a normal part of life or as a common way to handle stress. Teen drinking shows up during emotional highs and lows and plays a significant part in the storyline  

Even if a show or movie doesn’t depict underage drinking directly, alcohol is often baked into adult routines or social life. Casual or even binge drinking is shown as a normal way to relax or celebrate, yet the consequences of such behavior are rarely given screen time.  This helps shape what teens perceive as normal, typical, and acceptable. 

Social Media 

Social media is one of the biggest influences on teen behavior today, as platforms like TikTok, Instagram, Snapchat, and YouTube are where teens spend much of their time. 

Talk it Out NC’s 2023 survey found that two in five North Carolina students reported seeing friends post with alcohol. Among high school students, that number climbs to 46%, with 12% seeing alcohol-related posts “often.” These images and messages can make underage drinking seem like a regular part of teenage life. 

Talk it Out NC Program Coordinator Rodney Poole breaks this topic down in a helpful webinar. He explains how alcohol is marketed to teens through social media, how trends spread, and what adults can do to push back.  Watch the webinar now. 

How to Talk About Alcohol Messaging with Your Teen 

Navigating media influence doesn’t have to be overwhelming. You don’t need to restrict all media depicting underage drinking. The goal isn’t to avoid these stories; it’s nearly impossible to eliminate exposure to them. Ideally, these storylines can be an opportunity to spark conversation with your teen. When parents ask questions, teens become critical thinkers about the media they consume. 

Use what your teens are already watching or sharing as a chance to start open, nonjudgmental conversations. Here are three common media situations that parents can use to spark conversation:  

Scenario 1: A party scene in a teen drama 

Example: A character at a house party is drinking to fit in.
You may ask: 

• “Why do you think the character felt like they needed to drink in that moment? Do you think that’s realistic?” 

• “What do you think are some other options you could choose if you were at a party and felt left out?” 

Scenario 2: A casual drink in an adult’s hand in a movie 

Example: A character opens a beer after a long day, with no comment or context.
You may ask: 

• “The character grabbed a drink without thinking twice. Do you notice how often that happens in movies?” 

• “What do you think this scene is saying about alcohol and stress?” 

Scenario 3: A viral TikTok or YouTube trend involving alcohol 

Example: Teens post reaction videos after trying drink recipes or referencing alcohol in challenges. 

You may ask: 

• “Why do you think this trend is so popular?” 

• “Do you think videos like this shape what people think is normal? If so, why do you think that’s the case?” 

Checklist: What to Watch for in Media 

Even if a show or platform doesn’t show underage drinking outright, it can still influence how teens think about alcohol. Asking your teens what they think about a scene or post can spark powerful insight and help them build media awareness. 

Here are subtle signs to look for: 

• Alcohol is shown as a normal way for adults to relax or celebrate 
• Party scenes always include alcohol consumption but never show consequences 
• Characters use alcohol to cope with stress, anxiety, or heartbreak 
• Teens or influencers joke about drinking or reference it casually 
• Drinking is tied to popularity, maturity, or belonging 

Start the Conversation Today! 

Media sends a lot of messages, but teens still listen to yours. Our research shows that 93% of teens believe that talking with parents can help prevent underage drinking.  When families talk about how alcohol is shown in the media, teens are better equipped to think critically about underage drinking and its consequences, and ultimately make healthier decisions. These conversations matter.  Start the conversation today.