PURPOSE: The purpose of the present study is to describe the portrayal of alcohol content in popular YouTube music videos.
METHOD: We used inductive thematic analysis to explore the lyrics and visual imagery in 49 UK Top 40 songs and music videos previously found to contain alcohol content and watched by many British adolescents aged between 11 and 18 years and to examine if branded content contravened alcohol industry advertising codes of practice.
RESULTS: The analysis generated three themes. First, alcohol content was associated with sexualised imagery or lyrics and the objectification of women. Second, alcohol was associated with image, lifestyle and sociability. Finally, some videos showed alcohol overtly encouraging excessive drinking and drunkenness, including those containing branding, with no negative consequences to the drinker.
CONCLUSION: Our results suggest that YouTube music videos promote positive associations with alcohol use. Further, several alcohol companies adopt marketing strategies in the video medium that are entirely inconsistent with their own or others agreed advertising codes of practice. We conclude that, as a harm reduction measure, policies should change to prevent adolescent exposure to the positive promotion of alcohol and alcohol branding in music videos.
AuthorsBritton J.; Cranwell J.; Bains M.
IssueInt.J Behav.Med. / pages 66-76 / volume 24
Published Datefebruary 2017
- Do alcohol control policies work? An umbrella review and quality assessment of systematic reviews of alcohol control interventions (2006 – 2017)
- Alcoholposts on Social Networking Sites: The Alcoholpost-Typology
- Meta-Analysis of the Association of Alcohol-Related Social Media Use with Alcohol Consumption and Alcohol-Related Problems in Adolescents and Young Adults
- Socioeconomic status as an effect modifier of alcohol consumption and harm: analysis of linked cohort data
- International codes and agreements to restrict the promotion of harmful products can hold lessons for the control of alcohol marketing