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Alcohol-Related Content Delivered Through TikTok's Search Function: A Content Analysis of Top Videos Across Popular
Alex Clement1,2, Nathaniel Wydra1,2, Athitheya Gobinathan1
1Department of Clinical and Health Psychology, University of Florida, Gainesville, Florida.
Objective:
Media alcohol exposure is a modifiable environmental risk factor for adolescent drinking behavior. Shifts in teen media use have made social media engagement nearly ubiquitous among this population. TikTok, a short video-sharing social media platform, is the fastest-growing platform among teens. A total of 98% of the most viewed videos tagged "#alcohol" on TikTok portray alcohol positively. TikTok also offers a search function that provides algorithmically identified "Top Videos," for which alcohol-related content has yet to be characterized. Alcohol-naive and curious youth may be more susceptible to encountering content this way.
Method:
A Python script using a newly created account was used to download the 100 "Top Videos" for five alcohol-related search terms: #alcohol, #beer, #wine, #vodka, #tequila. Videos were qualitatively coded for context, setting, and positive/negative sentiment of alcohol depiction. Twenty percent of videos were double coded, with a total percent agreement of 95.8% (Cohen's kappa = .81).
Results:
For terms related to specific alcohol types (e.g., #beer), videos were overwhelmingly alcohol positive (96.9%), rarely depicted alcohol problems, and frequently were humorous and depicted alcohol recipes and games. For the "#alcohol" search term, nearly half of videos (41.8%) were identified as being alcohol negative and more often depicted alcohol problems and dependence.
Conclusions:
In contrast with the most viewed videos on TikTok for "#alcohol," videos returned via the search function included significantly more alcohol-negative content. Content returned by all other search terms remained alcohol positive. Understanding content delivery algorithms may be beneficial for mitigating the risk of alcohol exposure on digital/social media platforms.
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