Tobacco imagery in Nigerian music videos from 1999 to 2023: a content analysis
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View abstract on PubMed
Summary
This summary is machine-generated.Tobacco imagery is common in Nigerian music videos, especially Afrobeats, influencing youth. Without intervention, its prevalence is projected to rise significantly by 2050, posing evolving public health risks.
Area Of Science
- Public Health
- Media Studies
- Cultural Trends
Background
- Tobacco imagery in music videos can normalize smoking among young audiences.
- The prevalence of such imagery in Nigerian Afrobeats music videos is not well-documented.
- Afrobeats is a globally influential music genre with a significant youth following.
Purpose Of The Study
- To analyze the prevalence and trends of tobacco imagery in Nigerian music videos.
- To identify types of tobacco products and paraphernalia depicted.
- To forecast future trends in tobacco imagery in these videos.
Main Methods
- Content analysis of 880 Nigerian music videos (1999-2023) from YouTube.
- Coding of videos for tobacco imagery, product types, and paraphernalia in 15-second intervals.
- Trend analysis and forecasting using the Holt-Winters method.
Main Results
- Tobacco imagery appeared in 17.4% of analyzed videos, garnering over 3.1 billion views.
- Cigarettes and cigars were the most common products, but shisha and e-cigarettes are emerging.
- A steady annual increase in tobacco imagery suggests over 55% of videos may feature it by 2050 without intervention.
Conclusions
- Nigerian music videos, particularly Afrobeats, significantly contribute to tobacco normalisation.
- The rising trend and introduction of new products indicate shifting public health concerns.
- Stricter regulations and engagement with artists and corporations are crucial to curb this trend.
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