Clay Craig

“Drunk in Love”: The Portrayal of Risk Behavior in Music Lyrics

The current study investigated the prevalence of multiple risk behaviors in popular music lyrics as well as the contexts within which they occur. We conducted a content analysis of the top 20 Billboard songs from 2009 to 2013 in the genres of rap, country, adult contemporary, rock, R&B/hip-hop, and pop, coding for the presence of alcohol, marijuana, nonmarijuana drugs, and sex as well as the contexts intoxication, binging/addiction, partying/socializing, disregard for consequences, and emotional states. The contexts relationship status and degradation were also coded for when sex was present. Of the 600 songs, 212 mentioned sexual behaviors, which were most frequent in rap and R&B/hip-hop. Alcohol was the next most frequent risk behavior, again with greatest mention in rap and R&B/hip-hop. Alcohol, marijuana, and nonmarijuana drugs were most often associated with positive emotions, and sex was most often described within the context of casual relationships. Alcohol and sex were associated with disregard for consequences most often in 2011, when the “you only live once” motto was most popular. These findings are concerning because exposure to popular music is associated with increased risk behaviors for adolescents and young adults, who are the greatest consumers of music.

What's the Score?: A Content Analysis of Mature Adults in Super Bowl Commercials

ABSTRACT Based on the rising mature adult population (those aged 65+), the importance of advertisers recognizing this consumer group is imperative to businesses and consumers alike. Thus, this content analysis of 272 Super Bowl commercials, from the last 5 years (2010–2014), applied framing theory to examine how mature audiences are represented in one of the most expensive and highly viewed advertising venues. Previous research suggests that older adults are typically underrepresented in all media and often stereotyped. This study shows the opposite is true for recent Super Bowl commercials. Mature adults are prominently featured in nearly one-third (31.99%) of all ads analyzed—more than double their proportion in the general population and Super Bowl audience—and are framed most often in a positive light (80.49%). This indicates a promising shift from depictions that alienate to a more inclusive culture where mature adults are part of the media landscape and recognized as a key consumer base. Results do show, however, that women and minorities (especially Hispanics/Latinos) continue to be significantly under-represented.

Digital house calls: US healthcare professionals and online media communication

Abstract The popularity and increased use of online interaction and social media websites is certain to impact the healthcare profession. As 80% of Americans with Internet access search for health information, it is important for healthcare professionals (HCP) to adapt to the needs of their clients. Through the use of an online survey of HCP, this study offers insight into their current interest and use of online media. The findings indicate that many HCP have little interest in participating in online interaction with patients and are deterred by issues of privacy and liability. Applying a theoretical framework of uses and gratifications, our study addresses HCP motivations for interacting online, both professionally and personally. Analysis reveals that HCPs have three dominant motivations for using online social media: professional self-expression, social entertainment, and convenience. Relationships are noted between motivations for use and frequency of social media activity. Findings inform best practices in communication via online platforms for HCP as they forge relationships with patients in a digital age.

Name Dropping and Product Mentions: Branding in Popular Music Lyrics

ABSTRACT Product placement provides a unique advantage over traditional advertising as it can be integrated into program content through a symbiotic relationship. A content analysis of the Billboard year-end top 20 songs for Rap, Country, R&B/Hip-Hop, Adult Contemporary, Rock, and Pop over five years (2009–2013) was conducted to determine the use of celebrities, product placement, and nonbranded product mentions in song lyrics. Results found male artists used celebrity mentions and product placement more than females, Rap contained the most mentions (73% of songs), clothing and shoes was the most prevalent product category, musicians were the most common type of celebrity mentioned, and nonbranded product mentions were in 54.5% of songs. The paper concludes by discussing practical implications of utilizing branded, nonbranded, and celebrity mentions in song lyrics.