Portrayal of Alcohol Brands Popular Among Underage Youth on YouTube: A Content Analysis.
作者： Brian A. Primack , Jason B. Colditz , Eva B. Rosen , Leila M. Giles , Kristina M. Jackson
DOI: 10.15288/JSAD.2017.78.654
关键词: Alcohol intoxication 、 Production quality 、 Content analysis 、 Psychology 、 Advertising 、 Aggression
摘要: Objective:We characterized leading YouTube videos featuring alcohol brand references and examined video characteristics associated with each category.Method:We systematically captured the 137 most relevant popular on portraying brands that are among underage youth. We used an iterative process to codebook development. coded variables within domains of type, character sociodemographics, production quality, negative positive associations use. All were double coded, Cohen’s kappa was greater than .80 for all except age, which eliminated.Results:There 96,860,936 combined views videos. The common type “traditional advertisements,” comprised 40% Of videos, 20% “guides” 10% focused chugging a bottle distilled spirits. While 95% featured males, females. Alcohol intoxication present in 19% Aggression, addic...
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