A content analysis of the portrayal of alcohol in televised music videos in New Zealand: changes over time.

摘要: Introduction and Aims We aimed to: (i) document the extent nature of alcohol portrayal in televised music videos New Zealand 2010; (ii) assess trends over time by comparing with a similar 2005 sample. Design Methods We undertook content analysis for references to 861 shown on youth-orientated television channel Zealand. This was compared sample (564 same plus sampling from two other channels). Results The proportion slightly higher 2010 than (19.5% vs. 15.7%) but this difference not statistically significant. Only genre ‘Rhythm Blues’ increase significant (P = 0.015). In both studies, significantly more common where main artist international (not Zealand). Furthermore, content, at least third time, being consumed involved alcohol. only 2% (in 2005) 4% 2010) these tone explicitly negative towards alcohol. Discussion Conclusions In relatively videos. Nevertheless, there are various ways that policy makers can denormalise media such as or compensate via control measures taxes.