“F**k it! Let’s get to drinking – poison our livers!” — some of the lyrics in YouTube music videos which researchers at the UK Centre for Tobacco and Alcohol Studies say may harmfully influence adolescents in Britain.The new research is an extension of previous work which found that UK teenagers were heavily exposed to images of alcohol and tobacco in YouTube music, effectively glamourising the habits and promoting underage drinking and smoking.Now the researchers have specifically studied the portrayal of alcohol content in popular YouTube music videos, analysing song lyrics and visual imagery in 49 UK Top 40 videos previously found to contain alcohol content. The study is published in the International Journal of Behavioral Medicine.
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