Portrayal of electronic cigarettes on YouTube

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• 作者：Chuan Luo ; Xiaolong Zheng ; Daniel Dajun Zeng ; Scott Leischow
• 关键词：Tobacco control ; Electronic cigarettes ; Social media ; YouTube
• 刊名：BMC Public Health
• 出版年：2014
• 出版时间：December 2014
• 年：2014
• 卷：14
• 期：1
• 全文大小：274 KB
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• 刊物主题：Public Health; Medicine/Public Health, general; Epidemiology; Environmental Health; Biostatistics; Vaccine;
• 出版者：BioMed Central
• ISSN：1471-2458

文摘

Background As the most popular video sharing website in the world, YouTube has the potential to reach and influence a huge audience. This study aims to gain a systematic understanding of what e-cigarette messages people are being exposed to on YouTube by assessing the quantity, portrayal and reach of e-cigarette videos. Methods Researchers identified the top 20 search results on YouTube by relevance and view count for the following search terms: “electronic cigarettes- “e-cigarettes- “ecigarettes- “ecigs- “smoking electronic cigarettes- “smoking e-cigarettes- “smoking ecigarettes- “smoking ecigs- A sample of 196 unique videos was coded for overall portrayal and genre. Main topics covered in e-cigarette videos were recorded and video statistics and viewer demographic information were documented. Results Among the 196 unique videos, 94% (n--85) were “pro-to e-cigarettes and 4% (n--) were neutral, while there were only 2% (n--) that were “anti-to e-cigarettes. The top 3 most prevalent genres of videos were advertisement, user sharing and product review. 84.3% of “pro-videos contained Web links for e-cigarette purchase. 71.4% of “pro-videos claimed that e-cigarettes were healthier than conventional cigarettes. Audience was primarily from the United States, the United Kingdom and Canada and “pro-e-cigarette videos were watched more frequently and rated much more favorably than “anti-ones. Conclusions The vast majority of information on YouTube about e-cigarettes promoted their use and depicted the use of e-cigarettes as socially acceptable. It is critical to develop appropriate health campaigns to inform e-cigarette consumers of potential harms associated with e-cigarette use.