Cirillo Madison N, Halbert Jennifer P, Smith Jessica Gomez, Alamiri Nour Sami, Ingersoll Karen S
Department of Public Health Sciences, University of Virginia School of Medicine, Charlottesville, VA, United States.
Department of Psychiatry and Neurobehavioral Sciences, University of Virginia School of Medicine, Charlottesville, VA, United States.
JMIR Hum Factors. 2022 May 30;9(2):e36239. doi: 10.2196/36239.
Hazardous drinking among college students persists, despite ongoing university alcohol education and alcohol intervention programs. College students often post comments or pictures of drinking episodes on social media platforms.
This study aimed to understand one university's student attitudes toward alcohol use by examining student posts about drinking on social media platforms and to identify opportunities to reduce alcohol-related harm and inform novel alcohol interventions.
We analyzed social media posts from 7 social media platforms using qualitative inductive coding based on grounded theory to identify the contexts of student drinking and the attitudes and behaviors of students and peers during drinking episodes. We reviewed publicly available social media posts that referenced alcohol, collaborating with undergraduate students to select their most used platforms and develop locally relevant search terms; all posts in our data set were generated by students associated with a specific university. From the codes, we derived themes about student culture regarding alcohol use.
In total, 1151 social media posts were included in this study. These included 809 Twitter tweets, 113 Instagram posts, 100 Greekrank posts, 64 Reddit posts, 34 College Confidential posts, 23 Facebook posts, and 8 YouTube posts. Posts included both implicit and explicit portrayals of alcohol use. Across all types of posts reviewed, positive drinking attitudes were most common, followed by negative and then neutral attitudes, but valence varied by platform. Posts that portrayed drinking positively received positive peer feedback and indicate that drinking is viewed by students as an essential and positive part of university student culture.
Social media provide a real-time picture of students' behavior during their own and others' heavy drinking. Posts portray heavy drinking as a normal part of student culture, reinforced by peers' positive feedback on posts. Interventions for college drinking should help students manage alcohol intake in real time, provide safety information during alcohol use episodes, and raise student awareness of web-based privacy concerns and reputation management. Additional interventions for students, alumni, and parents are needed to address positive attitudes about and traditions of drinking.
尽管大学持续开展酒精教育和酒精干预项目，但大学生中的危险饮酒现象仍然存在。大学生经常在社交媒体平台上发布饮酒事件的评论或照片。
本研究旨在通过检查学生在社交媒体平台上关于饮酒的帖子，了解一所大学的学生对饮酒的态度，并确定减少酒精相关危害的机会，为新的酒精干预措施提供信息。
我们使用基于扎根理论的定性归纳编码分析了来自7个社交媒体平台的帖子，以确定学生饮酒的背景以及学生和同龄人在饮酒事件中的态度和行为。我们审查了公开可用的提及酒精的社交媒体帖子，与本科生合作选择他们最常用的平台并制定与当地相关的搜索词；我们数据集中的所有帖子均由与一所特定大学相关的学生发布。从这些编码中，我们得出了关于学生饮酒文化的主题。
本研究共纳入1151条社交媒体帖子。其中包括809条推特推文、113条照片墙帖子、100条希腊排名帖子、64条红迪网帖子、34条大学机密帖子、23条脸书帖子和8条优兔帖子。帖子中既有对饮酒的隐性描绘，也有显性描绘。在所有审查的帖子类型中，积极的饮酒态度最为常见，其次是消极态度，然后是中性态度，但不同平台的情感倾向有所不同。对饮酒进行积极描绘的帖子得到了同龄人的积极反馈，表明学生将饮酒视为大学生文化的重要且积极的一部分。
社交媒体实时呈现了学生在自己和他人大量饮酒期间的行为。帖子将大量饮酒描绘为学生文化的正常组成部分，同龄人的积极反馈进一步强化了这一点。针对大学生饮酒的干预措施应帮助学生实时控制酒精摄入量，在饮酒期间提供安全信息，并提高学生对网络隐私问题和声誉管理的认识。还需要针对学生、校友和家长采取额外的干预措施，以解决对饮酒的积极态度和饮酒传统问题。
