英国网飞（Netflix）和亚马逊 Prime Instant Video 原创电影中烟酒和垃圾食品意象的内容分析
Content analysis of Netflix and Amazon Prime Instant Video original films in the UK for alcohol, tobacco and junk food imagery.
机构信息
UK Centre for Tobacco and Alcohol Studies, Division of Epidemiology and Public Health, Faculty of Medicine, University of Nottingham, Clinical Sciences Building, City Hospital, Nottingham NG5 1PB, UK.
Department of Public Health, College of Health Sciences, Saudi Electronic University, Riyadh Campus, Riyadh 13323, Saudi Arabia.
出版信息
J Public Health (Oxf). 2022 Jun 27;44(2):302-309. doi: 10.1093/pubmed/fdab022.
BACKGROUND
Exposure to alcohol, tobacco and high fat, sugar and salt (HFSS) food imagery is a significant risk factor for the uptake and regular use of these products in young people, and imagery are more frequently portrayed in video-on-demand (VOD) than in terrestrial television programmes. This study compared alcohol, tobacco and HFSS imagery in original films on Amazon Prime Instant Video and Netflix.
METHODS
Content analysis of 11 original films released by Amazon Prime and Netflix in 2017 using 5-minute interval coding of alcohol, tobacco and HFSS content. Proportions of intervals containing alcohol, tobacco and HFSS imagery were compared between services using the chi-square test.
RESULTS
Alcohol content appeared in 200 (41.7%) out of the total of 479 intervals coded, whereas tobacco and HFSS appeared in 129 (26.9%) and 169 (35.24%), respectively. Proportions were similar between Amazon Prime Instant Video and Netflix original films and were unrelated to film age classification.
CONCLUSIONS
Alcohol, tobacco and HFSS content likely to promote consumption among young people occurs frequently in original films shown by VOD services in the UK. Further studies are needed to investigate effective regulatory frameworks for VOD services to protect viewers from harmful or unwanted contents.
背景
接触酒精、烟草和高糖、高脂肪、高盐（HFSS）食品图像是年轻人开始经常使用这些产品的一个重要风险因素，而且图像在视频点播（VOD）中比在地面电视节目中更频繁地出现。本研究比较了亚马逊 Prime Instant Video 和网飞（Netflix）上原创电影中的酒精、烟草和 HFSS 图像。
方法
使用 5 分钟的间隔编码对亚马逊 Prime 和网飞在 2017 年发布的 11 部原创电影中的酒精、烟草和 HFSS 内容进行内容分析。使用卡方检验比较两种服务之间含有酒精、烟草和 HFSS 图像的间隔比例。
结果
在总共编码的 479 个间隔中，酒精内容出现在 200 个（41.7%）间隔中，而烟草和 HFSS 分别出现在 129 个（26.9%）和 169 个（35.24%）间隔中。亚马逊 Prime Instant Video 和网飞原创电影之间的比例相似，与电影年龄分类无关。
结论
在英国，VOD 服务播放的原创电影中经常出现可能会促进年轻人消费的酒精、烟草和 HFSS 内容。需要进一步研究针对 VOD 服务的有效监管框架，以保护观众免受有害或不需要的内容影响。
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