Alcoholposts on Social Networking Sites: The Alcoholpost-Typology

Young people frequently display alcohol-related posts ("alcoholposts") on social networking sites such as Facebook and Instagram. Although evidence exists that such posts may be linked with increases in alcohol consumption, hardly any studies have focused on the content of such posts. This study addresses this gap by applying and extending the alcoholpost-typology previously proposed by Hendriks, Gebhardt, and van den Putte. A content analysis assessed the extent to which alcoholposts were displayed on Facebook and/or Instagram profiles of young participants (12-30 years; N = 192), and which type of alcoholpost these posts most strongly resembled. Moderate alcoholposts (e.g., in which alcohol was in the background) were most often posted. At times, textual alcoholposts and commercial alcoholposts were also displayed; however, extreme posts (e.g., about drunk people or drinking-games) were almost nonexistent. These findings confirm the previous results by Hendriks et al. that moderate posts are more frequently posted than extreme posts. This could imply that positive associations with alcohol consumption are more visible on social media than negative associations, potentially leading to an underestimation of alcohol-related risks.