A mixed methods content analysis exploring exposure to alcohol, tobacco and illicit substances in Taylor Swift’s lyrics and music video content

Music is widely accessed by adolescents and young adults and may contribute to substance-related normative environments. Few studies have examined the longitudinal output of a single artist with such global influence as Taylor Swift. This study aimed to quantify and characterise exposure to alcohol, tobacco, and illicit substances across the lyrics and music videos of Taylor Swift, and to examine patterns relevant to social learning theory and public health. A mixed methods content analysis was conducted of 248 songs and 54 official music videos (2006–2026). Alcohol, tobacco and illicit substance-related exposures were defined and coded as explicit use, implied use, metaphorical reference, or brand-specific reference. Quantitative analyses assessed frequency and exposure rates per hour, and thematic analysis examined the contextual framing. A total of 274 exposures were identified (lyrics: 207; videos: 67), occurring across 96/248 songs (38.7%) and 20/54 videos (37.0%). Alcohol accounted for 197/274 exposures (71.8%), followed by illicit substances (62/274; 22.6%) and tobacco (15/274; 5.6%). Implied references were most common (142/274; 51.3%). Exposure rates varied significantly by album ( p < 0.001), peaking in Reputation (2017). Thematic analysis identified contexts including celebration, romance, escapism, sadness, and addiction/recovery. Substance references were frequently embedded within socially and emotionally salient contexts. This body of work represents a cumulative exposure environment characterised by frequent, predominantly implied alcohol references. While no behavioural outcomes were assessed, patterns of repetition, emotional framing, and visual reinforcement are consistent with mechanisms of observational learning. These findings highlight the relevance of media exposure to substance-related norms and support further audience-focused research.