Adolescents' exposure to tobacco and alcohol content in YouTube music videos
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 dur...
| Main Authors: | , , , , , |
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| Format: | Article |
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Wiley
2015
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| Online Access: | https://eprints.nottingham.ac.uk/35727/ |
| _version_ | 1848795148270436352 |
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| author | Cranwell, Jo Murray, Rachael Lewis, Sarah Leonardi-Bee, Jo Dockrell, Martin Britton, John |
| author_facet | Cranwell, Jo Murray, Rachael Lewis, Sarah Leonardi-Bee, Jo Dockrell, Martin Britton, John |
| author_sort | Cranwell, Jo |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | 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. |
| first_indexed | 2025-11-14T19:27:29Z |
| format | Article |
| id | nottingham-35727 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| last_indexed | 2025-11-14T19:27:29Z |
| publishDate | 2015 |
| publisher | Wiley |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-357272020-05-04T17:00:08Z https://eprints.nottingham.ac.uk/35727/ Adolescents' exposure to tobacco and alcohol content in YouTube music videos Cranwell, Jo Murray, Rachael Lewis, Sarah Leonardi-Bee, Jo Dockrell, Martin Britton, John 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. Wiley 2015-01-28 Article PeerReviewed Cranwell, Jo, Murray, Rachael, Lewis, Sarah, Leonardi-Bee, Jo, Dockrell, Martin and Britton, John (2015) Adolescents' exposure to tobacco and alcohol content in YouTube music videos. Addiction, 110 (4). pp. 703-711. ISSN 1360-0443 Adolescent exposure alcohol music videos new media tobacco YouTube http://onlinelibrary.wiley.com/doi/10.1111/add.12835/abstract doi:10.1111/add.12835 doi:10.1111/add.12835 |
| spellingShingle | Adolescent exposure alcohol music videos new media tobacco YouTube Cranwell, Jo Murray, Rachael Lewis, Sarah Leonardi-Bee, Jo Dockrell, Martin Britton, John Adolescents' exposure to tobacco and alcohol content in YouTube music videos |
| title | Adolescents' exposure to tobacco and alcohol content in YouTube music videos |
| title_full | Adolescents' exposure to tobacco and alcohol content in YouTube music videos |
| title_fullStr | Adolescents' exposure to tobacco and alcohol content in YouTube music videos |
| title_full_unstemmed | Adolescents' exposure to tobacco and alcohol content in YouTube music videos |
| title_short | Adolescents' exposure to tobacco and alcohol content in YouTube music videos |
| title_sort | adolescents' exposure to tobacco and alcohol content in youtube music videos |
| topic | Adolescent exposure alcohol music videos new media tobacco YouTube |
| url | https://eprints.nottingham.ac.uk/35727/ https://eprints.nottingham.ac.uk/35727/ https://eprints.nottingham.ac.uk/35727/ |