Substance Use And Imagery In Hip Hop, R&B, And Popular YouTube Music Videos Public Deposited

http://ir.library.oregonstate.edu/concern/undergraduate_thesis_or_projects/rj430603r

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  • Background: There are over four billion YouTube views per day with “music” the most searched topic. Among US internet users, 8.3 million YouTube users are under 18 years old. Incorporation of substance use imagery in YouTube videos has a considerable potential influence on young viewing audience behavior. This study identifies patterns of substance use portrayal and imagery in YouTube music videos. Methods: The 2014 popular music Billboard R&B/ Hip-hop weekly charts were used to identify the top 25 songs each week which resulted in 112 unique ranked songs; of these, 94 had official videos which were coded. All videos were coded for substance use presence and imagery with an overlap subset tested for reliability by three independent coders. Results: Preliminary results suggest gender differences in types of substance used and imagery. A significant proportion of videos contained blatant product placement of alcohol brands. Of the videos coded, 86% contained at least one substance reference or image. Conclusion: Portrayal of substance use by artists creates social norms that may promote use in youth. Public Health needs to understand in the role of music videos and its influence in uptake of substance use in adolescents. Important gender differences will be discussed.
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