Alcohol brand appearances in US popular music.

AIMS The average US adolescent is exposed to 34 references to alcohol in popular music daily. Although brand recognition is an independent, potent risk factor for alcohol outcomes among adolescents, alcohol brand appearances in popular music have not been assessed systematically. We aimed to determine the prevalence of and contextual elements associated with alcohol brand appearances in US popular music. DESIGN Qualitative content analysis. SETTING We used Billboard Magazine to identify songs to which US adolescents were most exposed in 2005-07. For each of the 793 songs, two trained coders analyzed independently the lyrics of each song for references to alcohol and alcohol brand appearances. Subsequent in-depth assessments utilized Atlas.ti to determine contextual factors associated with each of the alcohol brand appearances. MEASUREMENTS Our final code book contained 27 relevant codes representing six categories: alcohol types, consequences, emotional states, activities, status and objects. FINDINGS Average inter-rater reliability was high (κ = 0.80), and all differences were easily adjudicated. Of the 793 songs in our sample, 169 (21.3%) referred explicitly to alcohol, and of those, 41 (24.3%) contained an alcohol brand appearance. Consequences associated with alcohol were more often positive than negative (41.5% versus 17.1%, P < 0.001). Alcohol brand appearances were associated commonly with wealth (63.4%), sex (58.5%), luxury objects (51.2%), partying (48.8%), other drugs (43.9%) and vehicles (39.0%). CONCLUSIONS One in five songs sampled from US popular music had explicit references to alcohol, and one-quarter of these mentioned a specific alcohol brand. These alcohol brand appearances are associated commonly with a luxury life-style characterized by wealth, sex, partying and other drugs.

[1]  M. Galanter.  Recent Developments in Alcoholism , 2012, Springer US.

[2]  J. Sargent,et al.  Alcohol brand preference and binge drinking among adolescents. , 2011, Archives of pediatrics & adolescent medicine.

[3]  W. Maziak,et al.  Waterpipe tobacco smoking: an emerging health crisis in the United States. , 2010, American journal of health behavior.

[4]  Craig S Ross,et al.  Association between adolescent viewership and alcohol advertising on cable television. , 2010, American journal of public health.

[5]  K. Kraemer,et al.  Exposure to cannabis in popular music and cannabis use among adolescents. , 2010, Addiction.

[6]  V. Rideout,et al.  Generation M2: Media in the Lives of 8- to 18-Year-Olds , 2010 .

[7]  Danielle Ramo,et al.  Gender differences in factors influencing alcohol use and drinking progression among adolescents. , 2009, Clinical psychology review.

[8]  James D Sargent,et al.  Watching and drinking: expectancies, prototypes, and friends' alcohol use mediate the effect of exposure to alcohol use in movies on adolescent drinking. , 2009, Health psychology : official journal of the Division of Health Psychology, American Psychological Association.

[9]  Rick B. van Baaren,et al.  Alcohol portrayal on television affects actual drinking behaviour. , 2009, Alcohol and alcoholism.

[10]  Kathryn Angus,et al.  Impact of alcohol advertising and media exposure on adolescent alcohol use: a systematic review of longitudinal studies. , 2009, Alcohol and alcoholism.

[11]  M. Fine,et al.  Exposure to sexual lyrics and sexual experience among urban adolescents. , 2009, American journal of preventive medicine.

[12]  James D Sargent,et al.  Alcohol-branded merchandise and its association with drinking attitudes and outcomes in US adolescents. , 2009, Archives of pediatrics & adolescent medicine.

[13]  James D Sargent,et al.  Movie exposure to alcohol cues and adolescent alcohol problems: a longitudinal analysis in a national sample. , 2009, Psychology of addictive behaviors : journal of the Society of Psychologists in Addictive Behaviors.

[14]  D. Foxcroft,et al.  The effect of alcohol advertising, marketing and portrayal on drinking behaviour in young people: systematic review of prospective cohort studies , 2009, BMC public health.

[15]  J. Sargent,et al.  Youth exposure to alcohol use and brand appearances in popular contemporary movies. , 2008, Addiction.

[16]  A. Bhana.  Alcohol advertising, movies and adolescents. , 2008, Addiction.

[17]  E. Schwarz,et al.  Degrading and Non-Degrading Sex in Popular Music: A Content Analysis , 2008, Public health reports.

[18]  Connie Lim,et al.  Youth risk behavior surveillance--United States, 2007. , 2008, Morbidity and mortality weekly report. Surveillance summaries.

[19]  S. Wortley,et al.  Our favourite melodies: musical consumption and teenage lifestyles. , 2008, The British journal of sociology.

[20]  Michael J Fine,et al.  Content analysis of tobacco, alcohol, and other drugs in popular music. , 2008, Archives of pediatrics & adolescent medicine.

[21]  Chris Hackley.  Branded Entertainment – Product Placement and Brand Strategy in the Entertainment Business , 2008 .

[22]  J. Sargent,et al.  Exposure to alcohol use in motion pictures and teen drinking in Germany. , 2007, International journal of epidemiology.

[23]  D. McCaffrey,et al.  Early adolescent exposure to alcohol advertising and its relationship to underage drinking. , 2007, The Journal of adolescent health : official publication of the Society for Adolescent Medicine.

[24]  Jean-Marc Lehu,et al.  Branded Entertainment: Product Placement & Brand Strategy in the Entertainment Business , 2007 .

[25]  E. Kuntsche,et al.  Adolescent alcohol and cannabis use in relation to peer and school factors. Results of multilevel analyses. , 2006, Drug and alcohol dependence.

[26]  Steven C Martino,et al.  Exposure to Degrading Versus Nondegrading Music Lyrics and Sexual Behavior Among Youth , 2006, Pediatrics.

[27]  E. Austin,et al.  How does alcohol advertising influence underage drinking? The role of desirability, identification and skepticism. , 2006, The Journal of adolescent health : official publication of the Society for Adolescent Medicine.

[28]  J. Strang,et al.  Cannabis use in adolescents: the impact of risk and protective factors and social functioning. , 2005, Drug and alcohol review.

[29]  D. Herd.  Changes in the prevalence of alcohol use in rap song lyrics, 1979-97. , 2005, Addiction.

[30]  A. McQueen,et al.  Pathways to adolescent alcohol use: family environment, peer influence, and parental expectations. , 2005, The Journal of adolescent health : official publication of the Society for Adolescent Medicine.

[31]  R. Caetano.  Alcohol-related health disparities and treatment-related epidemiological findings among whites, blacks, and Hispanics in the United States. , 2003, Alcoholism, clinical and experimental research.

[32]  Henry Wechsler,et al.  Magnitude of alcohol-related mortality and morbidity among U.S. college students ages 18-24. , 2002, Journal of studies on alcohol.

[33]  D. Klein,et al.  Prospective risk factors for alcohol misuse in late adolescence. , 2001, Journal of studies on alcohol.

[34]  D. Thombs,et al.  The relationship of adolescent perceptions of peer norms and parent involvement to cigarette and alcohol use. , 2001, The Journal of school health.

[35]  D. Cook,et al.  Users' guides to the medical literature: XXIII. Qualitative research in health care A. Are the results of the study valid? Evidence-Based Medicine Working Group. , 2000, JAMA.

[36]  T R Miller,et al.  Fatal nontraffic injuries involving alcohol: A metaanalysis. , 1999, Annals of emergency medicine.

[37]  M. L. Cooper,et al.  Drinking and sexual experience on first dates among adolescents. , 1997, Journal of abnormal psychology.

[38]  J. R. Landis,et al.  The measurement of observer agreement for categorical data. , 1977, Biometrics.

[39]  Jacob Cohen.  A Coefficient of Agreement for Nominal Scales , 1960 .

[40]  Lisa Henriksen,et al.  Receptivity to alcohol marketing predicts initiation of alcohol use. , 2008, The Journal of adolescent health : official publication of the Society for Adolescent Medicine.

[41]  James D Sargent,et al.  Alcohol use in motion pictures and its relation with early-onset teen drinking. , 2006, Journal of studies on alcohol.

[42]  C. Lowman.  Alcohol problems in adolescents and young adults : epidemiology, neurobiology, prevention, treatment , 2005 .

[43]  H. Swartzwelder,et al.  Age-related effects of alcohol on memory and memory-related brain function in adolescents and adults. , 2005, Recent developments in alcoholism : an official publication of the American Medical Society on Alcoholism, the Research Society on Alcoholism, and the National Council on Alcoholism.

[44]  Ralph Hingson,et al.  Magnitude of alcohol-related mortality and morbidity among U.S. college students ages 18-24: changes from 1998 to 2001. , 2005, Annual review of public health.

[45]  M. Galanter.  Recent developments in alcoholism: alcohol problems in adolescents and young adults: epidemiology, neurobiology, prevention, treatment. , 2005 .

[46]  William L. Miller,et al.  Clinical Research: A Multimethod Typology and Qualitative Roadmap , 1999 .

[47]  Anselm L. Strauss,et al.  Basics of qualitative research : techniques and procedures for developing grounded theory , 1998 .

[48]  D A Dawson,et al.  Age at onset of alcohol use and its association with DSM-IV alcohol abuse and dependence: results from the National Longitudinal Alcohol Epidemiologic Survey. , 1997, Journal of substance abuse.

[49]  D. W. Edwards,et al.  Smoking and preference for brand of cigarette among adolescents. , 1996, Journal of substance abuse.

[50]  G. Guyatt,et al.  Users' guides to the medical literature. , 1993, JAMA.

[51]  J. Shope,et al.  Environmental correlates of adolescent substance use and misuse: implications for prevention programs. , 1990, The International journal of the addictions.

[52]  M. Patton.  Qualitative research and evaluation methods , 1980 .