Content analysis of cannabis vaping videos on YouTube

Lim, Carmen C W; Leung, Janni; Chung, Jack; Sun, Tianze; Gartner, Coral; Connor, Jason P.; Hall, Wayne; Chiu, Vivian; Tisdale, Calvert; Stjepanović, Daniel; Chan, Gary

doi:10.1111/add.15424

Cited by 21 publications

(35 citation statements)

References 39 publications

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“…A codebook was developed based on themes generated from a random subset of 50 videos (Appendix S1) and then calibrated with existing analyses of cannabisrelated content on social media [22,24] to identify themes from similar analyses that may not have been generated from the subset. From this subset of videos, five initial themes were identified ('Humour/Entertainment', 'Informative', 'Experiences', 'Creativity' and 'Marketing').…”

Section: Coding Proceduresmentioning

confidence: 99%

“…These themes were identified by describing the content and the main message of the videos within the subset to develop a thematic category. Novel themes that were not found in the analysis of the subset videos but would be of interest given the implications exposure to this content may have, were selected from content analyses of cannabis posts on video-based social media platforms [22,24]. Four themes ('How-To' [24], 'Lifestyle Acceptability' [22], 'Endorsements' [24] and 'Warning' [24]) were identified from existing cannabis content analysis literature.…”

Section: Coding Proceduresmentioning

confidence: 99%

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Getting high for likes: Exploring cannabis‐related content onTikTok

Rutherford

Sun

Johnson

et al. 2022

Drug and Alcohol Review

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Introduction With over 1 billion monthly users globally, a third of whom are under 14 years, TikTok's popularity is indisputable. Publicly available cannabis‐related content on this platform may influence perceptions of cannabis use. We aimed to examine how cannabis‐related videos are portrayed on TikTok. Methods Data were collected from TikTok using hashtag‐based keywords on cannabis‐related videos (n = 1377). Seven researchers documented video metrics (i.e. views, likes, comments) and independently coded videos for sentiment and theme. Results After removing duplicates and non‐related content, the final sample contained 881 videos. These videos had a median view count of 518 700 (SD = ±1 082 905), median likes count of 99 900 (SD = ±206 647) and median comment count of 931 (SD = ±2977). Many videos portrayed cannabis use positively (54.14%; collectively viewed 417 million times), with 15.84% of this subset actively depicting cannabis or administration products. The thematic analysis identified seven non‐mutually exclusive themes. Content portraying cannabis use as entertaining or humorous accounted for 71.74% of videos, with a further 42.90% discussing personal cannabis use experiences and 24.63% promoting the social and cultural acceptability of cannabis use. Discussion and Conclusions Our sample revealed over half of videos portrayed cannabis use positively and none were age restricted. All were publicly accessible through standard web and smartphone applications. With previous research demonstrating that exposure to cannabis‐related content can influence adolescents' attitudes and problematic cannabis use, it is important more effective age restrictions and regulations are introduced to social media platforms.

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Section: Coding Proceduresmentioning

confidence: 99%

Section: Coding Proceduresmentioning

confidence: 99%

Getting high for likes: Exploring cannabis‐related content onTikTok

Rutherford

Sun

Johnson

et al. 2022

Drug and Alcohol Review

Self Cite

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“…All disagreements were resolved after discussion. The number of views and likes were used as a proxy for popularity 22 and these metrics were rounded by TikTok. The video themes and metrics were summarised using descriptive statistics.…”

Section: Coding Proceduresmentioning

confidence: 99%

Vaping on TikTok: a systematic thematic analysis

et al. 2021

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IntroductionThe rising popularity of TikTok among adolescents may influence their awareness and perceptions of e-cigarette use via user-generated content. This study aimed to examine how e-cigarette/vaping-related videos are portrayed on TikTok.MethodsThe nine most viewed hashtag based keywords were used to identify popular e-cigarette/vaping-related videos on TikTok (n=1000) from its inception (earliest upload date: January 2019) to November 2020. Five researchers independently coded the number of views, likes, user category and theme.ResultsA final sample of 808 e-cigarette/vaping-related videos that met study criteria were included. Collectively, these videos were viewed over 1.5 billion times, with a median view count of 1 000 000 (range 112 900–78 600 000) and a median ‘likes’ count of 143 000 (range 10 000–1 000 000). A majority of the videos portrayed e-cigarette use positively (63%; collectively viewed over 1.1 billion times). Neutral depictions of e-cigarette use were viewed a total of 290 million times (24%) and negative depictions of e-cigarettes were viewed a total of 193 million times (13%). The video themes included (not mutually exclusively): ‘comedy and joke’ (52%; total of 618 million views), ‘lifestyle and acceptability’ (35%; 459 million), ‘marketing’ (29%; 392 million), ‘vaping tricks’ (20%; 487 million), ‘nicotine and addiction’ (20%; 194 million), ‘creativity’ (16%; 322 million) and ‘warning’ (11%; 131 million).ConclusionOur findings illustrated that positively framed e-cigarette and vaping-related postings available without age restrictions on TikTok—a rising video-sharing platform that is popular among adolescents—have been viewed many times. Effective age restrictions are needed to reduce adolescents’ potential exposure to videos that portray vaping positively.

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“…Exposure to tobacco product marketing has been extensively identified as a marker of tobacco product use 12 46. Studies have shown that positively framed e-cigarette-related social postings are highly viewed, without age restrictions, on popular media among youth 44 47 48. Two competing explanations to the mediation result are (1) youth who use MTEP are perceiving more product marketing and (2) reduced danger perceptions could be an indicator rather than a result of higher propensity for tobacco use.…”

Section: Discussionmentioning

confidence: 99%

Changes in patterns of youth multiple tobacco and/or e-cigarette product use in the US between 2014 and 2020: a multiple-group latent class analysis

et al. 2022

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BackgroundMultiple tobacco and e-cigarette product (MTEP) use, the concurrent use of two or more different types of tobacco and/or e-cigarettes products, is common among young people in the US. Changes in patterns of MTEP use among US youth between 2014 and 2020 were identified and the determinants of MTEP use were examined.MethodsFour years of repeated cross-sectional data from the US National Youth Tobacco Survey of middle and high school students from grade 6 to 12 (Ntotal=77 402). Multigroup latent class analysis (LCA) was applied to the data series to allow for simultaneous identification of MTEP use patterns between 2014 and 2020. Logistic regression was used to predict class membership on demographic and tobacco-related variables.FindingsOver the 7-year period, LCA identified three patterns: minimal/non-users (MNU: ~89.8%), mostly occasional e-cigarette and cigarette users (MOEC: ~9%) and polytobacco users (POLY: ~1.2%). From 2014 to 2020, MNU increased from 86.4% to 92% (p<0.05), while MOEC and POLY decreased from 11.2% to 7.9% and from 2.4% to 0.1%, respectively. The probability of regular e-cigarette use increased from 0 to 2.3% among MNU, 6% to 31.9% among MOEC and 29.6% to 67.6% among POLY (p<0.05). In binomial logistic regression, being male, in high school, non-heterosexual, living with someone who uses tobacco at home, having cognitive difficulties, having lower perceptions of tobacco’s danger and exposure to tobacco marketing were associated with greater odds of MOEC and POLY than MNU.ConclusionsThere was an increase in regular e-cigarette use in all three classes, but a corresponding decrease in the proportion of MTEP use. Public health interventions to discourage uptake of e-cigarettes, such as tighter restrictions on marketing to minors, are warranted and there is a need to consider disparities in the determinants of MTEP use.

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Content analysis of cannabis vaping videos on YouTube

Cited by 21 publications

References 39 publications

Getting high for likes: Exploring cannabis‐related content onTikTok

Getting high for likes: Exploring cannabis‐related content onTikTok

Vaping on TikTok: a systematic thematic analysis

Changes in patterns of youth multiple tobacco and/or e-cigarette product use in the US between 2014 and 2020: a multiple-group latent class analysis

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