"F*ck It! Let's Get to Drinking-Poison our Livers!": a Thematic Analysis of Alcohol Content in Contemporary YouTube MusicVideos.
"F*ck It! Let's Get to Drinking-Poison our Livers!": a Thematic Analysis of Alcohol Content in Contemporary YouTube MusicVideos.
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DOI：
10.1007/s12529-016-9578-3
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发表时间：
2017-02
影响因子：
2.7
通讯作者：
Bains M
中科院分区：
文献类型：
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作者：
Cranwell J;Britton J;Bains M
本研究的目的是描述流行的 YouTube 音乐视频中酒精含量的描述。我们使用归纳主题分析来探索 49 首英国前 40 首歌曲和音乐视频中的歌词和视觉图像，这些歌曲和音乐视频此前被发现含有酒精内容，并被许多 11 至 18 岁之间的英国青少年观看，并检查品牌内容是否违反酒精行业广告行为准则。分析产生了三个主题。首先，酒精含量与性意象或歌词以及女性的物化有关。其次，酒精与形象、生活方式和社交能力有关。最后，一些视频显示酒精公然鼓励过度饮酒和醉酒，包括那些包含品牌的视频，但对饮酒者没有负面影响。我们的结果表明，YouTube 音乐视频促进了与饮酒的积极联系。此外，一些酒类公司在视频媒体中采用的营销策略与他们自己或其他人商定的广告实践守则完全不一致。我们的结论是，作为一项减少危害的措施，政策应该改变，以防止青少年接触音乐视频中酒精和酒精品牌的积极宣传。
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.