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Adolescents' exposure to tobacco and alcohol content in YouTube music videos

Cranwell, Jo; Murray, Rachael; Lewis, Sarah; Leonardi-Bee, Jo; Dockrell, Martin; Britton, John

Authors

Jo Cranwell

JO LEONARDI-BEE jo.leonardi-bee@nottingham.ac.uk
Professor of Medical Statistics and Epidemiology

Martin Dockrell

John Britton



Abstract

AIMS: To quantify tobacco and alcohol content, including branding, in popular contemporary YouTube music videos; and measure adolescent exposure to such content. DESIGN: Ten-second interval content analysis of alcohol, tobacco or electronic cigarette imagery in all UK Top 40 YouTube music videos during a 12-week period in 2013/14; on-line national survey of adolescent viewing of the 32 most popular high-content videos.

SETTING: Great Britain.

PARTICIPANTS: A total of 2068 adolescents aged 11–18 years who completed an on-line survey.

MEASUREMENTS: Occurrence of alcohol, tobacco and electronic cigarette use, implied use, paraphernalia or branding in music videos and proportions and estimated numbers of adolescents who had watched sampled videos.

FINDINGS: Alcohol imagery appeared in 45% [95% confidence interval (CI) = 33–51%] of all videos, tobacco in 22% (95% CI = 13–27%) and electronic cigarettes in 2% (95% CI = 0–4%). Alcohol branding appeared in 7% (95% CI = 2–11%) of videos, tobacco branding in 4% (95% CI = 0–7%) and electronic cigarettes in 1% (95% CI = 0–3%). The most frequently observed alcohol, tobacco and electronic cigarette brands were, respectively, Absolut Tune, Marlboro and E-Lites. At least one of the 32 most popular music videos containing alcohol or tobacco content had been seen by 81% (95% CI = 79%, 83%) of adolescents surveyed, and of these 87% (95% CI = 85%, 89%) had re-watched at least one video. The average number of videos seen was 7.1 (95% CI = 6.8, 7.4). Girls were more likely to watch and also re-watch the videos than boys, P < 0.001.

CONCLUSIONS: Popular YouTube music videos watched by a large number of British adolescents, particularly girls, include significant tobacco and alcohol content, including branding.

Citation

Cranwell, J., Murray, R., Lewis, S., Leonardi-Bee, J., Dockrell, M., & Britton, J. (in press). Adolescents' exposure to tobacco and alcohol content in YouTube music videos. Addiction, 110(4), https://doi.org/10.1111/add.12835

Journal Article Type Article
Acceptance Date Dec 8, 2014
Online Publication Date Jan 28, 2015
Deposit Date Aug 8, 2016
Publicly Available Date Aug 8, 2016
Journal Addiction
Print ISSN 0965-2140
Electronic ISSN 1360-0443
Publisher Wiley
Peer Reviewed Peer Reviewed
Volume 110
Issue 4
DOI https://doi.org/10.1111/add.12835
Keywords Adolescent exposure, alcohol, music videos, new media, tobacco, YouTube
Public URL http://eprints.nottingham.ac.uk/id/eprint/35727
Publisher URL http://onlinelibrary.wiley.com/doi/10.1111/add.12835/abstract
Copyright Statement Copyright information regarding this work can be found at the following address: http://creativecommons.org/licenses/by-nc-nd/4.0

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Cranwell 2015 Addiction.pdf (624 Kb)
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Copyright Statement
Copyright information regarding this work can be found at the following address: http://creativecommons.org/licenses/by-nc-nd/4.0





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