| Title |
“F*ck It! Let’s Get to Drinking—Poison our Livers!”: a Thematic Analysis of Alcohol Content in Contemporary YouTube MusicVideos
|
|---|---|
| Published in |
International Journal of Behavioral Medicine, September 2016
|
| DOI | 10.1007/s12529-016-9578-3 |
| Pubmed ID | |
| Authors |
Jo Cranwell, John Britton, Manpreet Bains |
| Abstract |
The purpose of the present study is to describe the portrayal of alcohol content in popular YouTube music videos. 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. 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. 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. |
X Demographics
The data shown below were collected from the profiles of 2 X users who shared this research output. Click here to find out more about how the information was compiled.
Geographical breakdown
| Country | Count | As % |
|---|---|---|
| United States | 1 | 50% |
| Unknown | 1 | 50% |
Demographic breakdown
| Type | Count | As % |
|---|---|---|
| Members of the public | 2 | 100% |
Mendeley readers
The data shown below were compiled from readership statistics for 125 Mendeley readers of this research output. Click here to see the associated Mendeley record.
Geographical breakdown
| Country | Count | As % |
|---|---|---|
| Unknown | 125 | 100% |
Demographic breakdown
| Readers by professional status | Count | As % |
|---|---|---|
| Student > Master | 16 | 13% |
| Student > Ph. D. Student | 15 | 12% |
| Researcher | 14 | 11% |
| Student > Bachelor | 13 | 10% |
| Student > Doctoral Student | 9 | 7% |
| Other | 24 | 19% |
| Unknown | 34 | 27% |
| Readers by discipline | Count | As % |
|---|---|---|
| Social Sciences | 22 | 18% |
| Psychology | 14 | 11% |
| Nursing and Health Professions | 11 | 9% |
| Business, Management and Accounting | 11 | 9% |
| Medicine and Dentistry | 10 | 8% |
| Other | 17 | 14% |
| Unknown | 40 | 32% |
Attention Score in Context
This research output has an Altmetric Attention Score of 25. This is our high-level measure of the quality and quantity of online attention that it has received. This Attention Score, as well as the ranking and number of research outputs shown below, was calculated when the research output was last mentioned on 08 September 2016.
All research outputs
#1,515,921
of 25,363,868 outputs
Outputs from International Journal of Behavioral Medicine
#52
of 1,022 outputs
Outputs of similar age
#27,077
of 344,807 outputs
Outputs of similar age from International Journal of Behavioral Medicine
#2
of 17 outputs
Altmetric has tracked 25,363,868 research outputs across all sources so far. Compared to these this one has done particularly well and is in the 94th percentile: it's in the top 10% of all research outputs ever tracked by Altmetric.
So far Altmetric has tracked 1,022 research outputs from this source. They typically receive more attention than average, with a mean Attention Score of 9.4. This one has done particularly well, scoring higher than 95% of its peers.
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We're also able to compare this research output to 17 others from the same source and published within six weeks on either side of this one. This one has done particularly well, scoring higher than 94% of its contemporaries.