Tobacco and alcohol use behaviors portrayed in music videos: A content analysis

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Author:

DuRant, Robert H.; Rome, Ellen S.; Rich, Michael; Allred, Elizabeth; Emans, S. Jean; Woods, Elizabeth R.

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Year:

1997

Article Title:

Tobacco and alcohol use behaviors portrayed in music videos: A content analysis

Journal:

American Journal of Public Health

Volume:

Edition:

Issue:

Pages:

1131-1135

ISBN/ISSN:

0090-0036

Source of Funding:

Massachusetts Department of Public Health - Tobacco Control Program;

Study Design:

Content Analysis

Publication Type:

Journal Article

Age Group:

Adolescence (13-17 yrs), Adulthood (18 yrs & older), Young Adulthood (18-29 yrs)

URL:

Abstract:

Objective: To analyze music videos for tobacco, alcohol, and sexual behavior content.

Design: Content analysis.

Subjects and Setting: 518 music videos comprising adult contemporary, country, rock, rap, and rhythm & blues genres from MTV (n=152), VH1 (n=83), CMT (n=101), BET (n=182) recorded during peak adolescent viewing times (M-Th 3P-9P, F 3P-1A, S/S 10A-12A) between May 26 - June 23, 1994. Videos reviewed by 4 female/4 male ethnically diverse college students (ages 17-24) in rotating male/female pairs over two 2-hour sessions per day.

Intervention: N/A.

Outcome Measures: Smoking related behaviors, smokeless tobacco use, alcohol use behaviors, negative messages on tobacco/alcohol use, violence/weapon carrying behaviors, alcohol/tobacco advertising, location of scene, emotional tone/age/gender/ethnicity of person engaging in behavior, proximity of behavior (close-up vs. background), sexuality content.

Results: MTV videos portrayed more smoking related behaviors than other networks (p=0.28). No differences in portraying other tobacco or alcohol use behaviors between networks. Rap videos portrayed more smoking related behavior than other genres (p=0.001). No differences in portraying other tobacco or alcohol use behaviors between genres. Videos with sexual content portrayed alcohol use behaviors more frequently than those without sexual content (p=0.014). Sexuality not associated with tobacco use behavior. BET videos portrayed more sexuality than other networks (p=0.001), while rhythm & blues and adult contemporary portrayed more sexuality than other genres. Lead singer twice as likely to smoke and three times as likely to drink compared to background performer. Young adults portray smoking (76%) and drinking (68%) behaviors most often. Males smoke (90%) or drink (85.5%) more than females in videos. Performers smoking or drinking were either White or African-American, though =5% were other ethnicity. Emotional tone of scenes frequently positive for smoking (74%) and alcohol use (76.9%). MTV/VH1 portrayed most videos containing cigarette advertising, while BET/MTV portrayed most videos containing alcohol advertisements

Conclusion: Rap music videos contain highest proportion of smoking and alcohol use behaviors, while MTV has highest proportion of videos with smoking behaviors. � Center on Media and Child Health

Keywords:

Adolescents
Advertisements
Alcohol (Media Content)
Music Videos
Public Health
Racial Differences
Rap Music
Rock Music
Role Models
Social Learning
Television
Tobacco (Media Content)