Cannabis und Nikotin in deutschen Musikvideos

Zusammenfassung

Hintergrund Das Rauchen von Tabak und Cannabis ist in Deutschland weit verbreitet. Kinder und Jugendliche vom Einstieg in den Konsum dieser Rauchprodukte abzuhalten, ist ein wichtiges Ziel der Prävention. Es wurde untersucht, wie häufig Cannabis- und Nikotinkonsum in deutschsprachigen Musikvideos vorkommen und dadurch Werbung fürs Rauchen gemacht wird.

Methode Die Stichprobe umfasste die Grundgesamtheit aller deutschsprachigen Musikvideos, die im Jahr 2023 in den YouTube-Top-100-Charts gelistet wurden. Sie beinhaltete 600 Musikvideos. Durch ein Kodierungsschema wurden die Musikvideos in die Kategorien „rauchfrei“ und „nicht rauchfrei“ eingeteilt und das Darstellen oder Erwähnen des Konsums ausgezählt.

Ergebnisse 54,7% (n=328) der Videos beinhaltete mindestens eine Darstellung oder Erwähnung des Konsums von Cannabis oder Tabak. In 31,7% der Videos (n=190) ging es ausschließlich um Tabakkonsum, in 12,5% der Videos (n=75) ausschließlich um Cannabiskonsum, in 10,5% (n=63) um beides. Während in 67,0% der Videos aus dem Genre „Deutschrap“ Tabak- oder Cannabiskonsum gezeigt oder erwähnt wurde, waren es bei den anderen Genres im Mittel 20,6% (OR=7,83; p<0,001). Bei Betrachtung des Cannabiskonsums allein war der Unterschied zwischen den Genres noch deutlicher. So lag der Anteil an Videos, in denen Cannabis gezeigt oder erwähnt wurde, im Genre „Deutschrap“ bei 29,7%, in den übrigen Genres bei 4,4% (OR=9,27; p<0,001). Die 328 Videos, in denen Tabak- oder Cannabiskonsum gezeigt wurde, kamen auf 3,2 Mrd. Klicks (64,5% der Klicks). Daraus ergibt sich, dass diese 328 Videos insgesamt 9,7 Bio. Impressionen generierten. Davon entfielen 5,8 Bio. Impressionen auf Nikotinkonsum und 3,9 Bio. Impressionen auf Cannabiskonsum.

Diskussion Weitgehend unreguliert werden Kinder und Jugendliche durch Musikvideos einer Vielzahl von Nikotin- und Cannabiskonsumszenen ausgesetzt.

Abstract

Background Smoking of tobacco and cannabis is widespread in Germany. Preventing children and adolescents from starting to use these products is an important goal of prevention. The aim of the present study was to examine how often depiction or mention of cannabis and nicotine use occurs in German-language music videos, which can be seen as advertising for smoking.

Method The sample, which comprised the population of all German-language music videos listed in the YouTube Top 100 Charts in 2023, included 600 music videos. Using a coding scheme, the music videos were categorised as ‘smoke-free’ or ‘not smoke-free’ and the depiction or mention of consumption was counted.

Results Of the videos examined, 54.7% (n=328) contained at least one depiction or mention of cannabis or tobacco use; 31.7% of the videos (n=190) were exclusively about tobacco use, 12.5% of the videos (n=75) were exclusively about cannabis use, and 10.5% (n=63) were about both. While tobacco or cannabis use was shown or mentioned in 67.0% of the videos from the ‘German rap’ genre, the average for the other genres was 20.6% (OR=7.83; p<0.001). When considering cannabis use alone, the difference between the genres was even more pronounced. The proportion of videos in which cannabis was shown or mentioned was 29.7% in the ‘German rap’ genre and 4.4% in the other genres (OR=9.27; p<0.001). The 328 videos in which tobacco or cannabis use was shown received 3.2 billion clicks (64.5% of clicks). This means that these 328 videos generated a total of 9.7 trillion impressions. Of these, 5.8 trillion impressions were about nicotine use and 3.9 trillion about cannabis use.

Discussion Music videos expose children and adolescents to a wide range of scenes of nicotine and cannabis use, which remains largely unregulated.

Schlüsselwörter

Vorbilder - Zigaretten - E-Zigaretten - Marihuana - Beobachtungsstudie - Medien

Keywords

role models - cigarettes - e-cigarettes - marijuana - observational study - media

Publication History

Received: 18 September 2024

Accepted after revision: 20 November 2024

Article published online:
13 December 2024

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