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Alkohol in sozialen Medien: Wo ist der Platz für Prävention?

BACKGROUND: Alcohol has an almost ubiquitous presence, both offline and online. RESEARCH AIM: This paper therefore aims to describe the status quo of alcohol prevention on leading social media platforms in German-speaking countries. MATERIAL AND METHODS: To this end, the international state of resea...

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Detalles Bibliográficos
Autores principales: Döring, Nicola, Holz, Christoph
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Springer Berlin Heidelberg 2021
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8187182/
https://www.ncbi.nlm.nih.gov/pubmed/34013492
http://dx.doi.org/10.1007/s00103-021-03335-8
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author Döring, Nicola
Holz, Christoph
author_facet Döring, Nicola
Holz, Christoph
author_sort Döring, Nicola
collection PubMed
description BACKGROUND: Alcohol has an almost ubiquitous presence, both offline and online. RESEARCH AIM: This paper therefore aims to describe the status quo of alcohol prevention on leading social media platforms in German-speaking countries. MATERIAL AND METHODS: To this end, the international state of research on alcohol communication in social media is first summarized by means of a narrative review. Social media analysis is then conducted to evaluate which German-language alcohol channels reach large numbers on platforms such as Facebook and Instagram. Next, content analysis is used to examine N = 470 posts and N = 3015 user comments from the alcohol prevention social media channel with the largest reach. Finally, an online survey of N = 1150 youth (aged 16–20) explores their alcohol-related social media use. RESULTS: According to the state of research, communications glorifying alcohol consumption are frequently seen on social media. On leading social media platforms, the German-language alcohol channels with the widest reach are devoted to marketing and humor; prevention is significantly less prevalent. To date, the social media channel with the highest reach for alcohol prevention is the Facebook page of the BZgA youth campaign “Alcohol? Kenn dein Limit,” which achieves the highest interaction rates through videos and user polls. Here, young social media users both express criticism of alcohol consumption (11% of comments) and continue to favor it (21%). Around half of the surveyed young people have already participated in alcohol-related online communication. DISCUSSION: Alcohol prevention faces the task of countering the glorification of alcohol that dominates social media with sensitizing messages.
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spelling pubmed-81871822021-06-11 Alkohol in sozialen Medien: Wo ist der Platz für Prävention? Döring, Nicola Holz, Christoph Bundesgesundheitsblatt Gesundheitsforschung Gesundheitsschutz Leitthema BACKGROUND: Alcohol has an almost ubiquitous presence, both offline and online. RESEARCH AIM: This paper therefore aims to describe the status quo of alcohol prevention on leading social media platforms in German-speaking countries. MATERIAL AND METHODS: To this end, the international state of research on alcohol communication in social media is first summarized by means of a narrative review. Social media analysis is then conducted to evaluate which German-language alcohol channels reach large numbers on platforms such as Facebook and Instagram. Next, content analysis is used to examine N = 470 posts and N = 3015 user comments from the alcohol prevention social media channel with the largest reach. Finally, an online survey of N = 1150 youth (aged 16–20) explores their alcohol-related social media use. RESULTS: According to the state of research, communications glorifying alcohol consumption are frequently seen on social media. On leading social media platforms, the German-language alcohol channels with the widest reach are devoted to marketing and humor; prevention is significantly less prevalent. To date, the social media channel with the highest reach for alcohol prevention is the Facebook page of the BZgA youth campaign “Alcohol? Kenn dein Limit,” which achieves the highest interaction rates through videos and user polls. Here, young social media users both express criticism of alcohol consumption (11% of comments) and continue to favor it (21%). Around half of the surveyed young people have already participated in alcohol-related online communication. DISCUSSION: Alcohol prevention faces the task of countering the glorification of alcohol that dominates social media with sensitizing messages. Springer Berlin Heidelberg 2021-05-19 2021 /pmc/articles/PMC8187182/ /pubmed/34013492 http://dx.doi.org/10.1007/s00103-021-03335-8 Text en © The Author(s) 2021 https://creativecommons.org/licenses/by/4.0/Open Access Dieser Artikel wird unter der Creative Commons Namensnennung 4.0 International Lizenz veröffentlicht, welche die Nutzung, Vervielfältigung, Bearbeitung, Verbreitung und Wiedergabe in jeglichem Medium und Format erlaubt, sofern Sie den/die ursprünglichen Autor(en) und die Quelle ordnungsgemäß nennen, einen Link zur Creative Commons Lizenz beifügen und angeben, ob Änderungen vorgenommen wurden. Die in diesem Artikel enthaltenen Bilder und sonstiges Drittmaterial unterliegen ebenfalls der genannten Creative Commons Lizenz, sofern sich aus der Abbildungslegende nichts anderes ergibt. Sofern das betreffende Material nicht unter der genannten Creative Commons Lizenz steht und die betreffende Handlung nicht nach gesetzlichen Vorschriften erlaubt ist, ist für die oben aufgeführten Weiterverwendungen des Materials die Einwilligung des jeweiligen Rechteinhabers einzuholen. Weitere Details zur Lizenz entnehmen Sie bitte der Lizenzinformation auf http://creativecommons.org/licenses/by/4.0/deed.de (https://creativecommons.org/licenses/by/4.0/) .
spellingShingle Leitthema
Döring, Nicola
Holz, Christoph
Alkohol in sozialen Medien: Wo ist der Platz für Prävention?
title Alkohol in sozialen Medien: Wo ist der Platz für Prävention?
title_full Alkohol in sozialen Medien: Wo ist der Platz für Prävention?
title_fullStr Alkohol in sozialen Medien: Wo ist der Platz für Prävention?
title_full_unstemmed Alkohol in sozialen Medien: Wo ist der Platz für Prävention?
title_short Alkohol in sozialen Medien: Wo ist der Platz für Prävention?
title_sort alkohol in sozialen medien: wo ist der platz für prävention?
topic Leitthema
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8187182/
https://www.ncbi.nlm.nih.gov/pubmed/34013492
http://dx.doi.org/10.1007/s00103-021-03335-8
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