Picture Me Drinking: Alcohol-Related Posts by Instagram Influencers Popular Among Adolescents and Young Adults
Picture Me Drinking: Alcohol-Related Posts by Instagram Influencers Popular Among Adolescents and Young Adults
复制标题
DOI：
10.3389/fpsyg.2019.02991
复制
发表时间：
2020-01-22
影响因子：
3.8
通讯作者：
Gebhardt, Winifred A.
中科院分区：
文献类型：
--
作者：
Hendriks, Hanneke;Wilmsen, Danii;Gebhardt, Winifred A.
研究表明，年轻人发布了很多与酒精有关的帖子（即，酒精帖子），这些帖子已被证明会增加饮酒行为。因为社会影响者（即，虽然有可能在社交媒体上影响大量受众的个人可能对年轻人有很大的影响，但重要的是要知道他们是否以及多久发布一次关于酒精的帖子。此外，由于通过使用影响者，酒精品牌可能已经找到了一种方法来规避禁止为未成年人做广告的规定，因此重要的是要了解酒精品牌是否在影响者的帖子中可见，以及影响者是否使用披露（例如，“#ad”）来通知观众。在对178位受欢迎的影响者的Instagram帖子的内容分析中，我们调查了：（1）有多少影响者发布关于酒精的帖子，以及多久发布一次，（2）什么类型的影响者发布关于酒精的帖子，（3）影响者的酒精帖子的特征是什么，以及（4）这些酒精帖子在多大程度上被商业化（例如，通过显示品牌和赞助披露）。结果显示了四个主要发现。(1)大多数影响者（即，63.5%）最近发布了关于酒精的信息。(2)酒精帖子是积极的，显示了社会背景，并且大多是由生活方式影响者发布的。(3)虽然相当数量的酒精帖子（19.5%）显示了明确的酒精品牌，但只有少数帖子将其披露为广告，更少的帖子给出了教育口号（即，“#no18noalcohol”）。(4)有赞助披露的帖子比没有披露的帖子得到的喜欢和评论要少。一项专门针对未成年人的事后补充研究证实了这些结论。这些发现表明，在这方面有很多问题需要关注，特别是因为许多未成年人可能会接触到影响者的酒精帖子，这可能导致这个弱势年龄组的饮酒增加。因此，我们建议未来的研究人员进一步研究这一主题，并建议需要调整酒精广告的立法，以考虑社交网站的背景。
Research has shown that young people post a lot of alcohol-related posts (i.e., alcoholposts) on social media and these posts have been shown to increase drinking behaviors. Because social influencers (i.e., individuals with the potential to influence large audiences on social media) may have a strong influence on young people, it is important to know whether and how often they post about alcohol. Furthermore, because by using influencers alcohol brands may have found a way to circumvent regulations that prohibit advertising for minors, it is important to understand whether alcohol brands are visible in influencers' posts and whether influencers use disclosures (e.g., "#ad") to notify viewers. In a content analysis of Instagram posts of 178 popular influencers, we investigated: (1) how many and how often influencers post about alcohol, (2) what type of influencers post about alcohol, (3) what the characteristics of influencers' alcoholposts are, and (4) to what extent these alcoholposts are commercialized (e.g., by showing brands and sponsorship disclosures). Results showed four main findings. (1) The majority of influencers (i.e., 63.5%) posted about alcohol recently. (2) Alcoholposts were positive, showed a social context, and were mostly posted by lifestyle influencers. (3) Although a fair amount of alcoholposts (19.5%) showed a clear alcohol brand, only a few of these posts disclosed this as an advertisement, and even fewer gave an educational slogan (i.e., "#no18noalcohol"). (4) Posts with sponsorship disclosures yielded fewer likes and comments than posts without such disclosures. A post hoc additional study that focused solely on minors confirmed these conclusions. These findings suggest that there is a lot to be concerned about in this context, especially since many minors can be exposed to influencers' alcoholposts, potentially leading to increased drinking among this vulnerable age group. We therefore advice future researchers to further investigate this topic, and propose that legislation for alcohol advertising needs to be adjusted to account for the context of social networking sites.