Abstract
College students are at high risk for the consequences of dangerous alcohol use. Alcohol media messages are frequently seen by adolescents and can be influential towards alcohol use by establishing alcohol expectancies . New media platforms such as social networking sites and YouTube, allow for user-generated materials to circulate among this population. While Facebook has been shown to both display alcohol and impact attitudes on consumption, little is known about YouTube. The purpose of this study was to evaluate how alcohol is depicted on YouTube and whether these depictions are associated with alcohol expectancies and social learning theory.
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