Promotion of Vape Tricks on YouTube: Content Analysis

Kong, Grace; LaVallee, Heather; Rams, Alissa; Ramamurthi, Divya; Krishnan‐Sarin, Suchitra

doi:10.2196/12709

Cited by 70 publications

(81 citation statements)

References 52 publications

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“…The sample of modification videos did not depict potentially harmful practices identified in past literature, such as modifying a device for dripping or increasing battery power. Together, these results help inform public health researchers by identifying trends in ENDS modifications on YouTube, the most popular video-sharing website in the world [ 9 ] and a primary source of information on ENDS devices and modifications [ 11 , 15 , 16 ].…”

Section: Discussionmentioning

confidence: 99%

“…Our objective was to understand the video features (including presenter characteristics, if applicable) as well as the types, motivations, communication of risks, and information sources of ENDS modifications. Although other studies have examined the social acceptability of ENDS on YouTube [ 15 ], unorthodox use of ENDS on YouTube [ 11 ], and promotion of vape tricks on YouTube [ 16 ], this study, to the best of our knowledge, is the first to analyze modifications to the full spectrum of ENDS devices on YouTube.…”

Section: Introductionmentioning

confidence: 99%

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Modifications to Electronic Nicotine Delivery Systems: Content Analysis of YouTube Videos

Massey¹,

Li²,

Holli³

et al. 2020

J Med Internet Res

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Background As user modification can alter the addictiveness and toxicity of electronic nicotine delivery systems (ENDS), more research is needed to understand the types, motivations, risks, and information sources that lead to these product alterations. YouTube has been identified as a major platform where ENDS users obtain and share information about ENDS products and modifications. However, a comprehensive study of ENDS modification videos on YouTube is lacking. Objective This study aimed to analyze the content of YouTube videos depicting modifications of ENDS. Methods YouTube was searched in March 2019 to identify videos depicting ENDS modifications. Search terms were derived from interviews with ENDS users and current literature. We used 28 search phrases that combined the words vape and vaping with modification-related key terms (eg, custom build, modification, and dripping). The final sample included 168 videos. Results Videos were 1 to 108 min long (median 9.55). Presenters were largely male (117/168, 69.6%), white (94/168, 56.0%), and older than 25 years (94/168, 56.0%). Most videos gave how to instructions (148/168, 88.1%), but few offered warnings (30/168, 17.9%) or mentioned commercial alternatives to modifications they presented (16/168, 9.5%). The ENDS devices most often featured were drippers (63/168, 37.5%) and refillable tanks (37/168, 22.0%). The most often modified ENDS components were coils (82/168, 48.8%) and e-liquids (34/168, 20.2%), which included adding other substances, such as cannabis, to the e-liquids (6/168, 3.6%). Most videos portrayed ENDS modifications positively (106/168, 63.1% positive; 60/168, 35.7% neutral; and 2/168, 1.2% negative) and were either neutral or positive in their overall portrayal of ENDS devices (78/168, 46.4% positive; 89/168, 53.0% neutral; and 1/168, 0.6% negative). Conclusions This study identified several concerning trends in popular YouTube videos on ENDS modifications, including lack of warnings, the addition of marijuana derivatives to e-liquids, and the positive portrayal of ENDS devices and modifications. By identifying the types of modifications (coil and e-liquid being the most prevalent), this study sets an agenda for research on the effects of modifications.

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Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Modifications to Electronic Nicotine Delivery Systems: Content Analysis of YouTube Videos

Massey¹,

Li²,

Holli³

et al. 2020

J Med Internet Res

View full text Add to dashboard Cite

show abstract

“…It is second only to Google in visits in the US (Feinn, 2017). As a result, the platform has the potential to influence the information that young people receive about many topics, including those that are hazardous to health such as tobacco products (e.g., Kong et al, 2019). Although use of conventional cigarettes has declined in young people, the overall use of tobacco products has not changed (Cullen et al, 2018).…”

Section: Discussionmentioning

confidence: 99%

Misleading Tobacco Content is on the Rise on YouTube

Römer¹,

Reese²,

Jamieson³

2020

HKS Misinfo Review

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A content analysis of popular videos on YouTube containing tobacco-relevant material revealed five categories of misleading content about tobacco use in 2013. A re-examination in 2019 of the most heavily viewed exemplars of these categories identified in 2013 revealed a striking increase in viewership in all categories but especially in the portrayal and promotion of vaping. Because Internet sites such as YouTube are immune from responsibility for the content they host, it remains a challenge to correct or remove these videos.

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“…This assumption of SCT is consistent with the findings of recent studies, which indicate that as individuals are exposed to depictions of the use of a particular substance on social media, they become more likely to use the substance [ 28 - 30 ]. Using SCT as a framework may help understand how substance use behaviors are promoted on social media platforms [ 31 ]. Similarly, this study seeks to examine distinctions of betel nut–related content on Instagram to see how the social media platform may be used to promote betel nut use.…”

Section: Introductionmentioning

confidence: 99%

An Instagram-Based Study to Understand Betel Nut Use Culture in Micronesia: Exploratory Content Analysis

Buente¹,

Dalisay²,

Pokhrel³

et al. 2020

J Med Internet Res

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Background A 2012 World Health Organization report recognizes betel nut use as an urgent public health threat faced by the Western Pacific region. However, compared with other addictive substances, little is known about how betel nuts are depicted on social media platforms. In particular, image-based social media platforms can be powerful tools for health communication. Studying the content of substance use on visual social media may provide valuable insights into public health interventions. Objective This study aimed to explore and document the ways that betel nut is portrayed on the photo-sharing site Instagram. The analysis focuses on the hashtag #pugua, which refers to the local term for betel nut in Guam and other parts of Micronesia. Methods An exploratory content analysis of 242 Instagram posts tagged #pugua was conducted based on previous research on substance use and Instagram and betel nut practices in Micronesia. In addition, the study examined the social engagement of betel nut content on the image-based platform. Results The study findings revealed content themes referencing the betel nut or betel nut tree, betel nut preparation practices, and the unique social and cultural context surrounding betel nut activity in Guam and Micronesia. In addition, certain practices and cultural themes encouraged social engagement on Instagram. Conclusions The findings from this study emphasize the cultural relevance of betel nut use in Micronesia. These findings provide a basis for empirically testing hypotheses related to the etiological roles of cultural identity and pride in shaping betel nut use behavior among Micronesians, particularly youths and young adults. Such research is likely to inform the development of culturally relevant betel nut prevention and cessation programs.

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Promotion of Vape Tricks on YouTube: Content Analysis

Cited by 70 publications

References 52 publications

Modifications to Electronic Nicotine Delivery Systems: Content Analysis of YouTube Videos

Modifications to Electronic Nicotine Delivery Systems: Content Analysis of YouTube Videos

Misleading Tobacco Content is on the Rise on YouTube

An Instagram-Based Study to Understand Betel Nut Use Culture in Micronesia: Exploratory Content Analysis

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