CYP Now - Research Report: Exposure to Tobacco and Alcohol Content in YouTube Music Videos in Britain

Previous research has established young people exposed to depictions of tobacco and alcohol content in films are more likely to start smoking or to consume alcohol. A group of researchers from the UK Centre for Tobacco and Alcohol Studies at the University of Nottingham wanted to examine the effect of such imagery in online media, in this case music videos on YouTube.

Authors: Jo Cranwell, Magdalena Opazo-Breton, John Britton, University of Nottingham

Published by: Journal of Epidemiology & Community Health, January 2016

SUMMARY

The researchers analysed the 32 most popular music videos of chart songs in the UK between 3 November 2013 and 19 January 2014 for their paper - Adult and Adolescent Exposure to Tobacco and Alcohol Content in Contemporary YouTube Music Videos in Great Britain: A Population Estimate.

They divided the videos into 10-second intervals and noted the presence of different types of alcohol and tobacco content in each. These included actual use, implied use, paraphernalia and brand appearances. The videos contained a total of 821 10-second intervals, of which 47 contained tobacco content and 233 included alcohol content.

Register Now to Continue Reading

Thank you for visiting Children & Young People Now and making use of our archive of more than 60,000 expert features, topics hubs, case studies and policy updates. Why not register today and enjoy the following great benefits:

What's Included