University of Otago-Public Health, Wellington, New Zealand.
Drug Alcohol Rev. 2013 Jan;32(1):47-52. doi: 10.1111/j.1465-3362.2012.00477.x. Epub 2012 Jun 10.
We aimed to: (i) document the extent and nature of alcohol portrayal in televised music videos in New Zealand in 2010; and (ii) assess trends over time by comparing with a similar 2005 sample.
We undertook a content analysis for references to alcohol in 861 music videos shown on a youth-orientated television channel in New Zealand. This was compared with a sample in 2005 (564 music videos on the same channel plus sampling from two other channels).
The proportion of alcohol content in the music videos was slightly higher in 2010 than for the same channel in the 2005 sample (19.5% vs. 15.7%) but this difference was not statistically significant. Only in the genre 'Rhythm and Blues' was the increase over time significant (P = 0.015). In both studies, the portrayal of alcohol was significantly more common in music videos where the main artist was international (not from New Zealand). Furthermore, in the music videos with alcohol content, at least a third of the time, alcohol was shown being consumed and the main artist was involved with alcohol. In only 2% (in 2005) and 4% (in 2010) of these videos was the tone explicitly negative towards alcohol.
In both these studies, the portrayal of alcohol was relatively common in music videos. Nevertheless, there are various ways that policy makers can denormalise alcohol in youth-orientated media such as music videos or to compensate via other alcohol control measures such as higher alcohol taxes.
我们旨在：(i) 记录 2010 年新西兰电视音乐视频中酒精描绘的程度和性质；(ii) 通过与 2005 年的类似样本进行比较，评估随时间推移的趋势。
我们对新西兰一个面向青年的电视频道上播放的 861 个音乐视频中的酒精参考内容进行了内容分析。这与 2005 年的样本（同一频道上的 564 个音乐视频加上来自另外两个频道的抽样）进行了比较。
2010 年音乐视频中酒精含量的比例略高于 2005 年同一频道的样本（19.5%比 15.7%），但这一差异没有统计学意义。只有在“节奏与布鲁斯”这一类型中，随着时间的推移，这一增长是显著的（P=0.015）。在这两项研究中，在主要艺术家是国际（非新西兰）的音乐视频中，酒精的描绘明显更为常见。此外，在有酒精内容的音乐视频中，至少有三分之一的时间显示有人在饮酒，主要艺术家与酒精有关。在这些有酒精内容的视频中，只有 2%（2005 年）和 4%（2010 年）的视频对酒精的态度明确为负面。
在这两项研究中，音乐视频中对酒精的描绘都相当普遍。尽管如此，政策制定者可以通过音乐视频等面向青年的媒体来使酒精非规范化，或者通过提高酒精税等其他酒精控制措施来进行补偿。
