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Let's have a drink, "my friend"! : The portrayal of alcohol-related posts through Dutch social media influencers on Instagram

Willoh, Alina Maria (2020) Let's have a drink, "my friend"! : The portrayal of alcohol-related posts through Dutch social media influencers on Instagram.

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Abstract:Even though the legal consumption and purchasing age of alcohol in the Netherlands is 18 years, people start drinking early with the age of 14-15 years. This is, as adolescents are continually exposed to alcohol on traditional as well as online media. Especially the social networking site Instagram is popular among this age group. Moreover, influencers, thus people who “have the potential to create engagement, drive conversation and/or sell products/services with the intended target audience" can be found on Instagram. These influencers create content where self-presentation plays a significant role. In general, studies researching the portrayal of alcohol on the social media channels, have shown that pro-drinking behaviours being displayed and positive reactions from users enhance the adolescents drinking desire. Hence, through the rise of social media, regulations for the display of alcohol on social media and influencer marketing took place. Until now, very little research has been done regarding the presentation of alcohol through influencers. As a result, a quantitative content analysis should take a closer into the portrayal of alcohol-related posts through Dutch social media influencers on Instagram.
Item Type:Essay (Master)
Clients:
Dutch Institute for Alcohol Policy, Utrecht, Netherlands
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/80466
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