Majority of #alcohol videos on TikTok portray drinking in a positive light

Mobile phone alcohol video. Credit: Rutgers Center of Alcohol & Substance Use Studies

The overwhelming number of popular TikTok videos mentioning alcohol focus on its positive relevance and ignore the negative relevance, New research In A journal of research on alcohol and drugs.

Top 100 Most Popular Videos on Social Media Platforms Using #alcohol According to the report, the total number of views of hashtags as of 2020 was about 300 million. According to Dr. Alex Russell, a public assistant professor and senior researcher, the overwhelming 98% of these videos contained positive depictions of alcohol, but explained the negative alcohol-related consequences. It was only 4%. health At the Faculty of Health, Human Performance and Recreation at the University of Arkansas.

“Social media platforms like TikTok can affect health behavior,” says Russell. “For example, increased exposure of young people to alcohol marketing on social media is associated with early drinking initiation and increased overall alcohol consumption. More than one-third of TikTok users are underage. So I felt it was important to characterize the content and themes that existed. In a video depicting alcohol on this popular platform. “

Russell and colleagues analyzed the 100 most popular videos on TikTok’s #alcohol page, which was played 1.7 billion times in 2020. 41% of the videos are guide videos, offering recipes for a variety of drinks. Most (72%) contained spirits, 23% contained flavored malt beverages, 16% contained beer, and 10% contained wine.

61% show that multiple drinks are being consumed rapidly, such as taking a series of shots of liquor and then drinking it out of a bottle. they again, Alcohol consumption It is related to friendship, friendliness and friendship. A few people who mentioned negative associations such as hangovers and physical injuries did so in a humorous way rather than educationally.

TikTok’s community guidelines prohibit content that describes the consumption of alcohol, drugs, or tobacco by minors, but it is unclear how effective this policy is.

“These videos were easily accessible with a simple internet search and could be viewed without encountering the age verification process,” the researchers write. “Unregistered people, regardless of age, can fully control alcohol videos on TikTok.”

There are three takeaways from their study, says Russell.

First, ask your parents if they want TikTok to be a gathering place for their children. Health information Russell recommends a quick internet search for “#alcohol TikTok” for topics such as alcohol use to see if you’re happy with the content and messages your child sees. I will. “

Second, he informed public health professionals and researchers of TikTok and more. Social media platform I’m here to stay. However, public health professionals use these same platforms, Use of alcohol Encourage critical evaluation of alcohol-related messages on social media.

And finally, regarding public policy, Russell said that accessibility to alcohol-related content on TikTok is some mechanism for minimizing young people’s exposure to alcohol-related content on social media platforms (age verification). Etc.) are emphasized.

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For more information:
Russell, AM, Davis, RE, Ortega, JM, Colditz, JB, Primack, B. , And Barry, AE (2021). #Alcohol: Depiction of alcohol in TikTok’s top video. Journal of research on alcohol and drugs, 82, 615-622. DOI: 10.15288 / jsad.2021.82.615

Quote: Survey: Most of TikTok’s #alcohol videos portray drinking in positive light (September 22, 2021). .html

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