Social Drinking on Social Media: Content Analysis of the Social Aspects of Alcohol-Related Posts on Facebook and Instagram

• DOI: 10.2196/jmir.9355
• Publication Date: 2018-05-08T20:58:23Z
• Authors: Hanneke Hendriks; Bas Van den Putte; Winifred A Gebhardt; Megan A Moreno
• Keywords: Time line

Alcohol is often consumed in social contexts. An emerging context which alcohol becoming increasingly apparent media. More and more young people display alcohol-related posts on networking sites such as Facebook Instagram.Considering the importance of aspects consumption media use, this study investigated content (ie, evaluative presence people) processes posting reactions to posts) involved with sites.Participants (N=192; mean age 20.64, SD 4.68 years, 132 women 54 men) gave researchers access their and/or Instagram profiles, an extensive analysis these profiles was conducted. Coders were trained then coded all screenshotted timelines terms context, people, post.Alcohol youth frequently depict a positive (425/438, 97.0%) holding drinks (277/412, 67.2%). In addition, placed participants' by others (tagging; 238/439, 54.2%) than posted participants themselves (201/439, 45.8%). Furthermore, it revealed that received likes (mean 35.50, 26.39) comments nonsocial (no visible; 10.34, 13.19, P<.001).In processes, are nature part people's everyday lives. Interventions aiming decrease should therefore focus broad individuals about takes place. Potential intervention strategies could involve making aware when they post gatherings visible tag others, may have unintended negative consequences be avoided.