Portrayal of Alcohol Brands Popular Among Underage Youth on YouTube: A Content Analysis.

OBJECTIVE: We characterized leading YouTube videos featuring alcohol brand references and examined video characteristics associated with each brand and video category. METHOD: We systematically captured the 137 most relevant and popular videos on YouTube portraying alcohol brands that are popular among underage youth. We used an iterative process to codebook development. We coded variables within domains of video type, character sociodemographics, production quality, and negative and positive associations with alcohol use. All variables were double coded, and Cohen's kappa was greater than .80 for all variables except age, which was eliminated. RESULTS: There were 96,860,936 combined views for all videos. The most common video type was "traditional advertisements," which comprised 40% of videos. Of the videos, 20% were "guides" and 10% focused on chugging a bottle of distilled spirits. While 95% of videos featured males, 40% featured females. Alcohol intoxication was present in 19% of videos. Aggression, addiction, and injuries were uncommonly identified (2%, 3%, and 4%, respectively), but 47% of videos contained humor. Traditional advertisements represented the majority of videos related to Bud Light (83%) but only 18% of Grey Goose and 8% of Hennessy videos. Intoxication was most present in chugging demonstrations (77%), whereas addiction was only portrayed in music videos (22%). Videos containing humor ranged from 11% for music-related videos to 77% for traditional advertisements. CONCLUSIONS: YouTube videos depicting the alcohol brands favored by underage youth are heavily viewed, and the majority are traditional or narrative advertisements. Understanding characteristics associated with different brands and video categories may aid in intervention development.

ASSOCIATION BETWEEN SOCIAL MEDIA USE AND DEPRESSION AMONG U.S. YOUNG ADULTS.

BACKGROUND: Social media (SM) use is increasing among U.S. young adults, and its association with mental well-being remains unclear. This study assessed the association between SM use and depression in a nationally representative sample of young adults. METHODS: We surveyed 1,787 adults ages 19 to 32 about SM use and depression. Participants were recruited via random digit dialing and address-based sampling. SM use was assessed by self-reported total time per day spent on SM, visits per week, and a global frequency score based on the Pew Internet Research Questionnaire. Depression was assessed using the Patient-Reported Outcomes Measurement Information System (PROMIS) Depression Scale Short Form. Chi-squared tests and ordered logistic regressions were performed with sample weights. RESULTS: The weighted sample was 50.3% female and 57.5% White. Compared to those in the lowest quartile of total time per day spent on SM, participants in the highest quartile had significantly increased odds of depression (AOR = 1.66, 95% CI = 1.14-2.42) after controlling for all covariates. Compared with those in the lowest quartile, individuals in the highest quartile of SM site visits per week and those with a higher global frequency score had significantly increased odds of depression (AOR = 2.74, 95% CI = 1.86-4.04; AOR = 3.05, 95% CI = 2.03-4.59, respectively). All associations between independent variables and depression had strong, linear, dose-response trends. Results were robust to all sensitivity analyses. CONCLUSIONS: SM use was significantly associated with increased depression. Given the proliferation of SM, identifying the mechanisms and direction of this association is critical for informing interventions that address SM use and depression.