Stigmatisation of gambling and gambling disorder in social media. A mixed-methods Guided Topic Modelling approach for YouTube comments

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Abstract: The stigmatisation of gamblers, particularly those with a gambling disorder (GD), and self-stigmatisation are considered substantial barriers to seeking help and treatment. In order to develop effective strategies to reduce the stigma associated with GD, it is essential to understand the prevailing stereotypes. This study examines the stigma surrounding gambling and GD in Germany, with a particular focus on the video platform YouTube. The study employed a mixed-methods approach, combining guided topic modelling and qualitative content analysis, to analyse the comments on YouTube videos. Initially, 84,024 comments from 34 videos were collected. After review, two videos were selected that featured a person who had overcome GD. These videos received significant user engagement in the comments section. An extended stigma dictionary was created based on existing literature and embeddings from the collected data. The results of the study indicate that there is a substantial amount of stigmatisation of GD in the comments. Gamblers with GD are blamed for their own distress and accused of irresponsibility. Furthermore, GD is seen as a consequence of personal failure. In addition to stigmatising statements, the comments suggest that many users are unaware that addiction develops over a period of time and at a certain point can no longer be cured by oneself but requires professional treatment. In particular, adolescents and young adults, a group with a high prevalence of gambling-related disorders and active engagement with social media, represent a key target for de-stigmatisation efforts. It is essential to address the stigmatisation of GD, particularly among younger populations, in order to develop effective strategies to support treatment and help-seeking. The use of social media offers a comprehensive platform for the dissemination of information and the reduction of the stigmatisation of GD. However, it also serves to perpetuate the perception of GD as an addiction.

Speaker: Johannes Singer has been a research assistant at the Gambling Research Centre at the University of Hohenheim since August 2020. As part of his cumulative dissertation, he is researching the topic of gambling advertising in social media. The focus is on the analysis of textual advertising and user data from social media and the analysis of the perception and impact of gambling advertising, including that of influencers in social networks. For his research, Johannes Singer uses qualitative and quantitative methods of empirical social research as well as machine learning techniques, especially various methods of topic modelling.