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Content Analysis of Tobacco Imagery in Popular Music Videos, 2018-2021

2022; RELX Group (Netherlands); Linguagem: Inglês

10.2139/ssrn.4217397

1556-5068

Jessica M. Rath, Brenda Dimaya, Katie O’Connor, Jennifer M. Kreslake, Donna Vallone, Elizabeth C. Hair,

Diverse Approaches in Healthcare and Education Studies

Exposure to tobacco imagery in movies and television has been identified as a key factor to youth smoking initiation. This study aims to investigate the prevalence of tobacco imagery in popular music videos from 2018 to 2021. The weekly top 10 songs of 2018-2021 were identified using Billboard Charts categories (Hot 100, R&B/Hip-Hop, Country, Rock & Alternative, Dance/Electronic, Pop Airplay). Content analyses of the top music videos using the Thumbs up Thumbs Down methodology were conducted to identify tobacco depictions on screen. The sample consisted of 1,008 music videos across four years; 196 of which contained tobacco imagery (19.4%). The proportion of music videos containing tobacco imagery increased minimally over time, from 20.8% in 2018, to 21.0% in 2019 to 23.0% in 2020. Music videos containing tobacco imagery decreased significantly from 23.0% in 2020 to 12.8% in 2021. Tobacco incidences almost doubled from 280 occurrences in 2018 to 522 occurrences in 2020 but decreased by over half to 290 occurrences in 2021. In 2018, Hot 100 was the top offending genre with 40.0% of songs containing tobacco imagery. From 2019 to 2020, Hot R&B/Hip-Hop became the top offending genre (52.7%, 52.5%, and 23.9% respectively). Cigarettes were most pervasive in 2019 (70.1% of total tobacco incidences), 2020 (45.6%), and 2021 (64.1%) music videos. Pipes were the most pervasive product in 2018 music videos (39.6%). Given the reach and frequency of exposure to music videos among young people, reducing tobacco imagery in popular music videos may prevent tobacco use among young people.