Online platforms' framing around vaping

Abstract

In this paper, we provide a descriptive overview of how vaping is framed differently between various online platforms (Wikipedia, Quora, Medium, Reddit, Stack Exchange, wikiHow, Facebook, and online news media). We provide an overview of >1 million posts and news articles about vaping to study the differences in framing between online platforms. Findings indicate an inconsistent framing around vaping across platforms. Stakeholders may utilize our findings to intervene around the framing of vaping and may design communications campaigns that improve the way society sees vaping, possibly aiding smoking cessation and reducing youth vaping.

The science behind vaping

“…Two thirds of participants had previously tried to quit, and the overall switch rate to the e‐cigarette after 12 months was nearly 60%, suggesting that e‐cigarettes may provide an alternate way for smokers with a history of failed quit attempts to stop smoking. Finally, Kumar et al 23 provide insights into how vaping is framed on online platforms and highlight the need for evidence‐based content and better communication to the public to aid with smoking cessation and reducing youth vaping.…”