ArticleInternational journal of behavioral medicine2017
"F*ck It! Let's Get to Drinking-Poison our Livers!": a Thematic Analysis of Alcohol Content in Contemporary YouTube MusicVideos.
Article in International journal of behavioral medicine, 2017. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 10 papers.
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Who cites it
10 citing papers in PubMed.
- Examining the relationship between preferred music types and temperament-character in individuals diagnosed with alcohol and substance use disorders.BMC psychology · 2025Article
- Tobacco and Alcohol Content in Top Vietnamese YouTube Music Videos: Content Analysis.Journal of medical Internet research · 2024Article
- Adolescents' perceptions of alcohol portrayals in the media and their impact on cognitions and behaviors.Psychology of addictive behaviors : journal of the Society of Psychologists in Addictive Behaviors · 2023Article
- Mapping movie genre evolution (1994 - 2019) using the role of cultural and temporal shifts: a thematic analysis.F1000Research · 2023Article
- Comparing the Prevalence of Alcohol, Combustible and Electronic Cigarettes, Hookah, and Marijuana, in Music Videos across 6 Genres of Popular Music from 2014-2020.Substance use & misuse · 2022Article
- Young Thai People's Exposure to Alcohol Portrayals in Society and the Media: A Qualitative Study for Policy Implications.International journal of behavioral medicine · 2019Article
- Alcohol Content in the 'Hyper-Reality' MTV Show 'Geordie Shore'.Alcohol and alcoholism (Oxford, Oxfordshire) · 2018Article
- Alcohol marketing on YouTube: exploratory analysis of content adaptation to enhance user engagement in different national contexts.BMC public health · 2018Article
- Rolling and scrolling: The portrayal of marijuana cigars (blunts) on YouTube.Journal of substance use · 2018Article
- Mediating alcohol use in Eastern Nigeria: a qualitative study exploring the role of popular media in young people's recreational drinking.Health education research · 2017Article
Corrections and comments
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Authors and funding
3 authors.
Funding
Abstract
purposeThe purpose of the present study is to describe the portrayal of alcohol content in popular YouTube music videos.
methodWe 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.
resultsThe 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.
conclusionOur 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.
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