This study aims to examine how discourses related to substance addiction are represented in rap lyrics, the ways in which these discourses circulate across new media platforms, and how substance use is normalized within the context of youth culture. Substance addiction is a multifaceted issue that extends beyond individual or biological predispositions, reinforced through cultural representations, social learning processes, and the amplifying effect of media. Adolescents, due to their identity formation processes and emotional sensitivity, are particularly vulnerable to such discourses. Rap music functions not merely as a genre but as a space for identity construction, self-expression, and collective belonging among youth. Therefore, analyzing how addiction-related themes are portrayed in rap songs and their impact on youth perceptions is crucial from both a cultural analysis and public health perspective. In this context, five rap songs each from Turkey and the United States were analyzed using discourse analysis and qualitative content analysis methods. The findings reveal that addiction is represented through themes such as freedom, pleasure, emotional collapse, rebellion, fame, and romanticism. In Turkish rap, addiction is often associated with marginalization, urban pressure, and personal despair, whereas American rap emphasizes hedonism, consumer culture, and the pursuit of status. Algorithm-driven platforms rapidly circulate striking segments of these songs, thereby facilitating the visibility and normalization of addiction discourses in the digital experiences of young audiences.
Substance Addiction, Rap Music, Youth Culture, Media Representation, Digital Platforms