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International Journal of Behavioral Medicine

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Open Access 01-02-2017

“F*ck It! Let’s Get to Drinking—Poison our Livers!”: a Thematic Analysis of Alcohol Content in Contemporary YouTube MusicVideos

Authors: Jo Cranwell, John Britton, Manpreet Bains

Published in: International Journal of Behavioral Medicine | Issue 1/2017

Abstract

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.

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Title: “F*ck It! Let’s Get to Drinking—Poison our Livers!”: a Thematic Analysis of Alcohol Content in Contemporary YouTube MusicVideos
Authors: Jo Cranwell
John Britton
Manpreet Bains
Publication date: 01-02-2017
Publisher: Springer US
Published in: International Journal of Behavioral Medicine / Issue 1/2017
Print ISSN: 1070-5503
Electronic ISSN: 1532-7558
DOI: https://doi.org/10.1007/s12529-016-9578-3

At a glance: The STEP trials

Springer Medicine

“F*ck It! Let’s Get to Drinking—Poison our Livers!”: a Thematic Analysis of Alcohol Content in Contemporary YouTube MusicVideos

Abstract

Purpose

Method

Results

Conclusion

At a glance: The STEP trials

Springer Medicine

Abstract

Purpose

Method

Results

Conclusion

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