Rolling through TikTok: An analysis of 3,4‐methylenedioxymethamphetamine‐related content

Abstract

IntroductionTikTok has quickly gained popularity through its platforming of large amounts of short video content. Given its widespread popularity, unrestricted access and poor content monitoring may allow 3,4‐methylenedioxymethamphetamine (MDMA)‐related content to influence perception of MDMA use. We aimed to investigate how MDMA‐related videos are portrayed on TikTok and explore MDMA‐related harm reduction content.MethodsMDMA‐related hashtags and sounds were utilised to collect data from TikTok (n = 498). Video views, likes, comments and shares were recorded and quantified, and videos were coded for depiction/sentiment towards MDMA and thematic content.ResultsThe total sample view count was 82,413,781. Videos had a median view count of 28,900 (SD = ±561,645), median like count of 2269 (SD = ±102,904), median comment count of 52 (SD = ±755), and median share count of 34 (SD = ±3292). Most videos depicted MDMA neutrally (40.6%), while 34.9% were positive. MDMA intoxication was presumed in 40.2% of videos. The analysis produced seven themes, of which humour was the most common (80.5%). Harm reduction content was present in nine videos, viewed 999,700 times, and consisted of mixed subject matter.Discussion and ConclusionsSimilar themes and issues surrounding drug‐related content on TikTok are relevant to MDMA, and intoxication was present in a significant portion of the sample. Better monitoring or regulation of content could potentially offset harm that may arise from consumption of such content. Promotion of harm reduction content could also be trialled to minimise harm.

How is substance use portrayed in digital media and what impacts can it have?

“…Interestingly, both Whelan et al [6] and Mathieson et al [7] demonstrate that this tendency for substance use posts to be positive may not extend to all substances. Whelan et al found that the plurality of MDMA-related TikTok videos were neutral (40.6%), but posts were still more likely to be positive (34.9%) than negative (17.9%) [6].…”

“…Interestingly, both Whelan et al [6] and Mathieson et al [7] demonstrate that this tendency for substance use posts to be positive may not extend to all substances. Whelan et al found that the plurality of MDMA-related TikTok videos were neutral (40.6%), but posts were still more likely to be positive (34.9%) than negative (17.9%) [6]. Likewise, Mathieson et al report that gabapentinoid-related tweets tend to be neutral (48.4% gabapentin/68.2% pregabalin), but that negative tweets (30.0% gabapentin/22.7% pregabalin) are more common than positive tweets (21.6% gabapentin/9.1% pregabalin) [7].…”

“…Several papers included in this special section identified that social media may offer a key platform for potential outreach and that monitoring how substance use is discussed may help identify areas that social media campaigns should focus on. For example, both Matheson et al [7] and Whelan et al [6] identified that the lack of harm-related posts indicated the opportunity for outreach to increase awareness about harms and Lim et al [5] suggested that monitoring posts about medicinal cannabis could be important to counter unsubstantiated health claims. Fuller et al [9] also noted in their systematic review that social media prevention campaigns were one of the most common interventions recommended in the papers they reviewed, but that thorough evaluations of these types of campaigns are limited.…”