Presence of drugs and cigarettes in hip-hop videos promote their consumption, according to a study
Hip-hop video clips "often include misogyny, violence, and the use of tobacco and marijuana products" in a form of unregulated advertising, according to a study published Monday in the Journal of the American Medical Association.
Researchers at Dartmouth University counted the number of times these scenes appear in hip hop clips, and also how many brands appear.
So it was that they observed the videos of the 1,250 songs that appeared in the weekly rankings of Billboard magazine from 2013 to 2017.
Between 40% and 50% showed a cigarette or tobacco-related product at some point, amassing some 49 billion views in five years.
The study concludes that music videos offer unregulated opportunities for brand exposure and advertising, particularly for tobacco and marijuana products.
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— . Mon May 06 22:46:28 +0000 2019
One of the biggest hits of 2017, DJ Khaled's "I'm The One" featuring Justin Bieber, Quavo, Chance The Rapper and Lil Wayne, viewed 1.1 billion times on YouTube, features a dancer voluptuously exhaling steam from a electronic cigarette ... followed by a close-up of a box of the brand.
Rappers have always included products in their clips, whether it's shoe brands, clothes, headphones or liquor; a practice tolerated by US regulatory authorities in the name of free speech, though such inclusions, when paid for, should theoretically be accompanied by a statement to the user or regulator.
For the researchers, rappers move in an "unregulated" environment. They are calling for stricter rules overall and also on YouTube, pointing out that Google, the site's parent company, has banned tobacco advertising. (I)
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