An analysis led by the University of Pittsburgh’s Center for Research on Media, Technology, and Health found that 70 of the most popular YouTube videos depicting drunkenness also portrayed binge drinking in a positive light.

The popularity of such videos on YouTube could be an opportunity for public health interventions aimed at educating teens and young adults of the negative consequences of intoxication, the researchers suggested in an article published in the journal Alcoholism: Clinical and Experimental Research.

“There has been little research examining Internet-based, alcohol-related messaging,” said lead author Brian A. Primack, M.D., Ph.D., director of the center, in a news release. “While we know that some viewers may be savvy enough to skeptically view music videos or advertisements portraying intoxication as fun, those same viewers may be less cynical when viewing user-generated YouTube videos portraying humorous and socially rewarding escapades of a group of intoxicated peers.”

Primack’s research team scanned YouTube for five terms associated with alcohol intoxication: ‘drunk, buzzed, hammered, tipsy and trashed.’ There were a total of 333,246,875 views for all 70 videos combined.

• Humor was juxtaposed with alcohol use in 79 percent of the videos.

• Motor vehicle use was present in 24 percent.

• Although 86 percent of the videos showed active intoxication, only 7 percent contained references to alcohol dependence.

• An average of 23.2 “likes” were registered for every “dislike.”

• While 89 percent of the videos involved males, only 49 percent involved females.

• A specific brand of alcohol was referenced in 44 percent of the videos.

  “This is the first comprehensive attempt to analyze YouTube data on intoxication, and these statistics should be valuable in guiding interventions,” Primack said. “For example, we know that men tend to report more frequent binge drinking than women and that alcohol use is perceived as more socially acceptable for men. Because they are portrayed more frequently in YouTube videos, it may be useful to target men with future interventions debunking alcohol-related myths propagated on social media.”

  Past research has linked exposure to brand references in popular media to encouraging alcohol consumption. Primack, also a practicing physician, found it concerning that nearly half the videos contained specific brand references. While this could indicate industry influence, the researchers did not note any clear indication of intentional advertising. He and his colleagues concluded more needs to be done to counter social media’s negative influences on underage and binge drinking.
   

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