A content analysis of alcohol imagery in season 2 of The Kardashians

The aim of the current study was to quantify the amount of alcohol content and branding in season 2 of the reality TV show The Kardashians.

Content analysis of alcohol content in all 10 episodes of season 2 of The Kardashians was undertaken, and alcohol content measured using 1-minute interval coding. The presence of alcohol in the following four categories was noted: (1) actual use, (2) implied use, (3) other alcohol reference, and (4) brand appearance.

Alcohol content was seen across all 10 episodes. Actual alcohol use was seen in six episodes across 13 intervals. Implied alcohol use was seen in all 10 episodes across 74 intervals. Alcohol branding was seen in six episodes, across 23 intervals. The Tequila brand 818, owned by Kendall Jenner, was seen 65 times across 17 intervals.

The current study shows that alcohol content was highly prevalent in season 2 of The Kardashians. This programme was popular on the Disney+ streaming platform and likely resulted in widespread population exposure to alcohol content and branding, particularly to a brand owned by Kendall Jenner. Current rules and regulations are not sufficient to protect against exposure to this potentially harmful content.