Teens Hear 34 Liquor Brands a Day in Rap, Hip-Hop Music
Jim LiebeltJim is Senior Writer, Editor and Researcher for the HomeWord Center for Youth and Family at Azusa Pacific University. Jim has over 25 years of experience as a youth and family ministry specialist, and has been on the HomeWord staff since 1998. He has served over the years as a pastor, author, youth ministry trainer, adjunct college instructor and speaker. Jim’s culture blog and parenting articles appear on HomeWord.com. Jim is a contributing author of culture and parenting articles to Crosswalk.com. Jim and his wife Jenny live in Olympia, WA.
- 2011 Oct 24
For every hour that American teens listen to music, they hear more than three references to brand-name alcohol -- about 34 in the course of day.
This heavy exposure could contribute to youth addiction, according to a University of Pittsburgh and Dartmouth University study published online in the international journal, Addiction.
Researchers point the finger clearly at rap, R&B and hip-hop artists, who they say promote a "luxury lifestyle characterized by degrading sexual activity, wealth, partying, violence and the use of drugs."
Although the alcohol trade industries publicly say they do not market to underage drinkers, researchers said the line is "difficult to distinguish" because liquor companies "retroactively reward" the recording artists with product sponsorships and endorsements when songs climb the charts.
This music is so popular among high school students that the study concludes the relationship between the two industries could encourage young people to begin alcohol use early and to continue drink throughout their teenage years.