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

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

Research output: Contribution to journalArticle

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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 orelectronic cigarette imagery in all UK Top 40 YouTube music videos during a 12-week period in 2013/14; on-line nationalsurvey of adolescent viewing of the 32 most popular high-content videos. Setting Great Britain. Participants A tota lof 2068 adolescents aged 11–18 years who completed an on-line survey. Measurements Occurrence of alcohol, tobaccoand electronic cigarette use, implied use, paraphernalia or branding in music videos and proportions and estimated num-bers of adolescents who had watched sampled videos. Findings Alcohol imagery appeared in 45% [95% confidence in-terval (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 electroniccigarettes 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 alcoholor 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). Girlswere more likely to watch and also re-watch the videos than boys, P < 0.001. Conclusions Popular YouTube musicvideos watched by a large number of British adolescents, particularly girls, include significant tobacco and alcohol content,including branding.
LanguageEnglish
Pages703-711
Number of pages8
JournalAddiction
Volume110
Issue number4
Early online date16 Dec 2014
DOIs
StatusPublished - 28 Jan 2015

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Music
Tobacco
Alcohols
Imagery (Psychotherapy)
Tobacco Products
Electronic Cigarettes

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Cranwell , J., Murray, R., Lewis, S., Leonardi-Bee, J., Dockrell, M., & Britton, J. (2015). Adolescents’ exposure to tobacco and alcohol content in YouTube music videos. Addiction, 110(4), 703-711. https://doi.org/10.1111/add.12835

Adolescents’ exposure to tobacco and alcohol content in YouTube music videos. / Cranwell , Jo; Murray, Rachael ; Lewis, Sarah; Leonardi-Bee, Jo; Dockrell, Martin; Britton, John.

In: Addiction, Vol. 110, No. 4, 28.01.2015, p. 703-711.

Research output: Contribution to journalArticle

Cranwell , J, Murray, R, Lewis, S, Leonardi-Bee, J, Dockrell, M & Britton, J 2015, 'Adolescents’ exposure to tobacco and alcohol content in YouTube music videos' Addiction, vol. 110, no. 4, pp. 703-711. https://doi.org/10.1111/add.12835
Cranwell J, Murray R, Lewis S, Leonardi-Bee J, Dockrell M, Britton J. Adolescents’ exposure to tobacco and alcohol content in YouTube music videos. Addiction. 2015 Jan 28;110(4):703-711. https://doi.org/10.1111/add.12835
Cranwell , Jo ; Murray, Rachael ; Lewis, Sarah ; Leonardi-Bee, Jo ; Dockrell, Martin ; Britton, John. / Adolescents’ exposure to tobacco and alcohol content in YouTube music videos. In: Addiction. 2015 ; Vol. 110, No. 4. pp. 703-711.
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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 orelectronic cigarette imagery in all UK Top 40 YouTube music videos during a 12-week period in 2013/14; on-line nationalsurvey of adolescent viewing of the 32 most popular high-content videos. Setting Great Britain. Participants A tota lof 2068 adolescents aged 11–18 years who completed an on-line survey. Measurements Occurrence of alcohol, tobaccoand electronic cigarette use, implied use, paraphernalia or branding in music videos and proportions and estimated num-bers of adolescents who had watched sampled videos. Findings Alcohol imagery appeared in 45{\%} [95{\%} confidence in-terval (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 electroniccigarettes 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 alcoholor 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). Girlswere more likely to watch and also re-watch the videos than boys, P < 0.001. Conclusions Popular YouTube musicvideos watched by a large number of British adolescents, particularly girls, include significant tobacco and alcohol content,including branding.",
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AU - Cranwell , Jo

AU - Murray, Rachael

AU - Lewis, Sarah

AU - Leonardi-Bee, Jo

AU - Dockrell, Martin

AU - Britton, John

PY - 2015/1/28

Y1 - 2015/1/28

N2 - 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 orelectronic cigarette imagery in all UK Top 40 YouTube music videos during a 12-week period in 2013/14; on-line nationalsurvey of adolescent viewing of the 32 most popular high-content videos. Setting Great Britain. Participants A tota lof 2068 adolescents aged 11–18 years who completed an on-line survey. Measurements Occurrence of alcohol, tobaccoand electronic cigarette use, implied use, paraphernalia or branding in music videos and proportions and estimated num-bers of adolescents who had watched sampled videos. Findings Alcohol imagery appeared in 45% [95% confidence in-terval (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 electroniccigarettes 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 alcoholor 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). Girlswere more likely to watch and also re-watch the videos than boys, P < 0.001. Conclusions Popular YouTube musicvideos watched by a large number of British adolescents, particularly girls, include significant tobacco and alcohol content,including branding.

AB - 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 orelectronic cigarette imagery in all UK Top 40 YouTube music videos during a 12-week period in 2013/14; on-line nationalsurvey of adolescent viewing of the 32 most popular high-content videos. Setting Great Britain. Participants A tota lof 2068 adolescents aged 11–18 years who completed an on-line survey. Measurements Occurrence of alcohol, tobaccoand electronic cigarette use, implied use, paraphernalia or branding in music videos and proportions and estimated num-bers of adolescents who had watched sampled videos. Findings Alcohol imagery appeared in 45% [95% confidence in-terval (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 electroniccigarettes 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 alcoholor 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). Girlswere more likely to watch and also re-watch the videos than boys, P < 0.001. Conclusions Popular YouTube musicvideos watched by a large number of British adolescents, particularly girls, include significant tobacco and alcohol content,including branding.

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JO - Addiction

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JF - Addiction

SN - 0965-2140

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