Current Organizations / Institutes

The organizations/institutes from the scholar's latest article


Yachao Li has a total of 50 co-authors. Here are the top co-authors by number of shared publications:


Latest Publications

  • Pathways from Sexual Stigma to Mpox Preventive Intentions: A Mediation Analysis Guided by the Reasoned Action Approach

    by Yachao Li, Bo Yang

    This study examined how three dimensions of sexual stigma (enacted, felt, and internalized) were related to mpox preventive intentions among gay and bisexual men (GBM) through mediating pathways outlined by the Reasoned Action Approach (RAA). Data were collected from 439 GBM via an online survey during the peak of the 2022 mpox outbreak in the U.S. Path analysis examined associations among sexual stigma dimensions and mpox preventive intentions mediated through RAA behavioral predictors, including instrumental attitude, experiential attitude, injunctive norm, descriptive norm, capacity, and autonomy. Results showed that enacted stigma was not associated with any RAA predictors or mpox preventive intentions. Felt and internalized stigma were positively related to all RAA predictors, but neither of them was associated with intentions. Except for experiential attitude and injunctive norm, all other RAA predictors were positively related to intentions. Indirect effect analysis showed that felt and internalized stigma positively predicted intentions (R2 = 0.74) through instrumental attitude, descriptive norm, capacity, and autonomy regarding mpox prevention. The findings demonstrate that different dimensions of sexual stigma predicted mpox preventive intentions through distinct cognitive pathways. Prevention interventions should leverage these pathways to encourage protective intentions while working to reduce the harmful impacts of stigma.

  • OnlyFans use and satisfactions with oneself and others: The role of upward social comparison

    by Yadong Ji, Yachao Li

    OnlyFans is a patronage platform primarily for sexually explicit content. Unlike professionally produced pornography, OnlyFans allows users to actively select their subscriptions and engage directly with creators. However, little is known about how the use of OnlyFans relates to various satisfaction with oneself and others. This study ( n = 293) explores the association of OnlyFans usage—including viewing and interaction—with different types of satisfaction: sexual self-esteem, relational satisfaction with sexual partners, and sexual satisfaction. The study also examined the role of upward comparisons (e.g. comparing oneself to performers, comparing sexual partners to performers, and comparing one’s sex life to depicted performances) in these dynamics. Contrary to expectations based on previous pornography research, the data revealed a positive relationship between OnlyFans use and satisfaction through upward comparisons. The findings suggest that OnlyFans use was associated with upward comparisons with content creators, which in turn may relate to increased sexual knowledge, skill development, and inspiration.


  • Sexual Stigma, Descriptive Norms, and U.S. Gay and Bisexual Men’s Intentions to Perform Mpox Preventive Behaviors

    by Bo Yang, Yachao Li, Yunjin Choi, Heather Gahler

    Based on the theory of normative social behavior, this research investigated the moderating role of three forms of sexual stigma - enacted, felt, and internalized - in the relationship between perceived descriptive norms and intentions of gay and bisexual men to engage in three preventive behaviors during the 2022 mpox outbreak in the U.S. Through an online survey conducted among 439 gay and bisexual men in September 2022, we observed that participants' perceived descriptive norms regarding mpox preventive behaviors among gay and bisexual male friends and among gay and bisexual men in general were both positively related to their intentions to adopt the recommended mpox preventive behaviors. However, these norm-intention associations were moderated by sexual stigma. Specifically, the positive associations between friend descriptive norms and intentions were significant only when participants held low internalized sexual stigma. Except for the behavior of practicing hand hygiene, the positive associations between general descriptive norms and intentions were significant only when participants held low felt sexual stigma. Enacted sexual stigma did not interact with either perceived descriptive norms among friends or those among gay or bisexual men in general. Theoretical and practical implications of the study are discussed in the end.


  • Open Access

    Tobacco and Alcohol Content in Top Vietnamese YouTube Music Videos: Content Analysis

    by Thi Phuong Thao Tran, Thu Trang Vu, Yachao Li, Lucy Popova

    Background: Seeing portrayals of tobacco and alcohol in music videos (MVs) may reduce perceived risks, increase susceptibility, and lead to the initiation of tobacco and alcohol use among adolescents and young adults. Previous studies have predominantly concentrated on assessing tobacco and alcohol contents in English-language MVs within Western countries. However, many other countries have not only been influenced by the English music market but have also produced music in their native languages, and this content remains underexamined. Objective: This study aims to investigate the prevalence of tobacco- and alcohol-related content in top Vietnamese MVs on YouTube from 2013 to 2021, to describe how tobacco and alcohol are portrayed in these MVs, and to examine associations between these portrayals and MV characteristics. Methods: A total of 410 Vietnamese MVs, including the top 40 or 50 most viewed released each year between 2013 and 2021, were analyzed. General information, such as the song name, its release date and ranking, age restriction, musical genre, and type of MV, was collected. We examined tobacco and alcohol content in the MVs, with specific details such as tobacco types, their brands, as well as the number, age, sex, and roles of individuals smoking or drinking. Results: Among the 410 MVs, 36 (8.8%) contained tobacco-related content and 136 (33.2%) featured alcohol-related content. Additionally, 28 (6.8%) out of 410 MVs included both tobacco and alcohol content. The prevalence of videos with tobacco and alcohol content fluctuated over the years. In MVs with tobacco-related content, a higher proportion of hip-hop or rap songs contained tobacco-related content (n=6, 30%) compared to other music genres. In MVs with tobacco-related content, cigarettes were the most frequently shown product (n=28, 77.8%), and smoking scenes were often depicted at parties (n=13, 36.1%) and during dancing and singing scenes (n=12, 33.3%). Among the 31 MVs portraying actual tobacco use, tobacco use was typically depicted with 1 person, often a young adult male, while 38.7% (n=12) showed singer(s) smoking. For MVs with alcohol-related content, there was a high proportion showing alcohol images at parties, bars, or pubs (n=96, 70.6%). Among 87 MVs containing drinking scenes, 60.9% (n=53) involved groups of young adults of both sexes, and 64% (n=56) depicted singers drinking. Additionally, only 2 (5.6%) MVs included health warnings about tobacco harm, and 2 MVs (1.5%) included warnings about drinking restricted to individuals 18 years and above. Conclusions: The notable prevalence of tobacco and alcohol content in leading Vietnamese YouTube MVs raises concerns, especially as most of this content is portrayed without any warnings. The study underscores a regulatory gap in addressing such content on the internet, emphasizing the urgent need for stricter regulations and age restrictions on platforms such as YouTube.


  • Open Access

    Tobacco and Alcohol Content in Top Vietnamese YouTube Music Videos: Content Analysis (Preprint)

    by Thi Phuong Thao Tran, Thu Trang Vu, Yachao Li, Lucy Popova

    BACKGROUND Seeing portrayals of tobacco and alcohol in music videos (MVs) may reduce perceived risks, increase susceptibility, and lead to the initiation of tobacco and alcohol use among adolescents and young adults. Previous studies have predominantly concentrated on assessing tobacco and alcohol contents in English-language MVs within Western countries. However, many other countries have not only been influenced by the English music market but have also produced music in their native languages, and this content remains underexamined. OBJECTIVE This study aims to investigate the prevalence of tobacco- and alcohol-related content in top Vietnamese MVs on YouTube from 2013 to 2021, to describe how tobacco and alcohol are portrayed in these MVs, and to examine associations between these portrayals and MV characteristics. METHODS A total of 410 Vietnamese MVs, including the top 40 or 50 most viewed released each year between 2013 and 2021, were analyzed. General information, such as the song name, its release date and ranking, age restriction, musical genre, and type of MV, was collected. We examined tobacco and alcohol content in the MVs, with specific details such as tobacco types, their brands, as well as the number, age, sex, and roles of individuals smoking or drinking. RESULTS Among the 410 MVs, 36 (8.8%) contained tobacco-related content and 136 (33.2%) featured alcohol-related content. Additionally, 28 (6.8%) out of 410 MVs included both tobacco and alcohol content. The prevalence of videos with tobacco and alcohol content fluctuated over the years. In MVs with tobacco-related content, a higher proportion of hip-hop or rap songs contained tobacco-related content (n=6, 30%) compared to other music genres. In MVs with tobacco-related content, cigarettes were the most frequently shown product (n=28, 77.8%), and smoking scenes were often depicted at parties (n=13, 36.1%) and during dancing and singing scenes (n=12, 33.3%). Among the 31 MVs portraying actual tobacco use, tobacco use was typically depicted with 1 person, often a young adult male, while 38.7% (n=12) showed singer(s) smoking. For MVs with alcohol-related content, there was a high proportion showing alcohol images at parties, bars, or pubs (n=96, 70.6%). Among 87 MVs containing drinking scenes, 60.9% (n=53) involved groups of young adults of both sexes, and 64% (n=56) depicted singers drinking. Additionally, only 2 (5.6%) MVs included health warnings about tobacco harm, and 2 MVs (1.5%) included warnings about drinking restricted to individuals 18 years and above. CONCLUSIONS The notable prevalence of tobacco and alcohol content in leading Vietnamese YouTube MVs raises concerns, especially as most of this content is portrayed without any warnings. The study underscores a regulatory gap in addressing such content on the internet, emphasizing the urgent need for stricter regulations and age restrictions on platforms such as YouTube.

  • COVID-19 Vaccines #ForYou: Analyzing COVID-19 Vaccine Videos on TikTok During the Early Phase of the Vaccine Rollout in the U.S.

    by Bo Yang, Yachao Li, Larissa TerĂ¡n, Eunjoo Choi, Yunjin Choi

    This study examined COVID-19 vaccine videos on TikTok (n = 216 collected in March 2021) during the early days of the vaccine rollout in the U.S., including video source, overall stance toward COVID-19 vaccines, Health Belief Model (HBM)-related content, message features (i.e. humor, video type, message sensation value, on-screen text, and unoriginal sound), and user engagement indices (number of views, shares, comments, and likes). Regarding source, health professionals and general users were two of the main sources, which varied depending on video stance. Pro-vaccine videos occurred the most often from health professionals whereas anti-vaccine videos occurred the most often from general users. Health professionals (vs. general users) generated more views, shares, comments, and likes. Regarding stance, we found more pro- than anti-vaccine videos (57.9% vs. 37.5%). Stance was not related with any user engagement index. Though many videos were pro-vaccine, the content corresponding to HBM-specified factors, which likely facilitate a positive behavioral change, was largely lacking, such as mentions of COVID-19 severity (5.6%), susceptibility (2.8%) and information boosting vaccination self-efficacy (3.7%). Mentions of side effects (34%) emerged as the major vaccination barrier. HBM-related mentions were not related with any user engagement index. COVID-19 vaccine videos used several features, which varied across stance. Pro-vaccine videos featured more musical performance, while anti-vaccine videos used more humor, playacting, sound effects, and unoriginal sound. Several message features (e.g. humor and on-screen text) were positively associated with users' engagement with a video. Practical and theoretical implications of the findings are discussed.


  • Gaslighting LGBTQ+ Individuals: Correlates of Gaslighting Experiences, Gaslighters’ Characteristics, and Gaslighting Techniques

    by Yachao Li, Jennifer A. Samp

    LGBTQ+ individuals have been victims of gaslighting, a form of psychological manipulation and emotional abuse that causes minority people to question their sense of self, doubt the validity of their identities, and internalize heteronormativity. This study explores personal and relational correlates of LGBTQ+ people’s gaslighting experiences, examines demographic and relational characteristics of gaslighters, and identifies common gaslighting techniques. Results (N = 365 U.S. LGBTQ+ adults) showed that LGBTQ+ people’s demographic factors were generally not related to their gaslighting experiences. Participants having an affirmative LGBTQ+ identity and experiencing higher relational power reported less gaslighting. Yet, gaslighting experiences were correlated with adverse mental and physical health consequences and lower relational satisfaction. Fathers were identified as the most typical gaslighters, followed by mothers and male friends, and lastly female friends. Respondents identified various overt gaslighting tactics, including devaluing and questioning the significance and validity of LGBTQ+ identities, purposefully forgetting what has occurred, and controlling conversations. Few participants mentioned more subtle forms of gaslighting. Thus, gaslighting is a serious challenge for LGBTQ+ people. More efforts should be devoted to helping people better prevent, recognize, and cope with gaslighting behaviors across relational contexts.