Rapid Ingestion of Supersized Alcopops: An Examination of YouTube Videos
Objective: Supersized alcopops (eg, Four Loko) are a type of sugar-sweetened beverage that can contain the alcohol content of 5 standard drinks. Therefore, consuming a single supersized alcopop in one sitting is unsafe. The current study identified YouTube videos that included rapid Four Loko consumption (ie, chugging events). The aims were to document video popularity and describe the nature of the events including quantity consumed, drinking context, and speed of consumption. Methods: Two coders examined 160 videos identified using the search terms "four loko" and "4 loko" in combination with: "chug," "shotgun," "funnel," and "bong." The analysis sample comprised 116 chugging events. Results: On average, the Four Loko videos had been viewed more than 30,000 times. Most chugging attempts involved one can; 8.6% involved multiple cans in one event. Most chug attempts were successful (91%), involved men (98%), and took place inside a residence (73%). Each of the 106 successful chug attempts – including those involving multiple Four Lokos – took less than 2-1/2 minutes to complete. Conclusion: There are many publicly available videos portraying high-risk drinking of supersized alcopops, which may have dis-inhibitory effects on viewers. To prevent risky drinking, better regulation of supersized alcopops and social media content is needed.
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Document Type: Research Article
Publication date: July 1, 2019
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