Grant A, O'Mahoney H
South East Wales Trials Unit, Centre for Trials Research, Cardiff University, UK.
Centre for the Study of Knowledge, Expertise and Science, School of Social Science, Cardiff University, UK.
Public Health. 2016 Nov;140:128-135. doi: 10.1016/j.puhe.2016.07.007. Epub 2016 Aug 9.
To describe and characterize social media content in relation to waterpipe smoking using qualitative methods.
Exploratory qualitative design.
A representative sample of pre-existing social media content from Twitter relating to waterpipe smoking and written in the English language was collected during a 1 week period in July 2014. A total of 9671 tweets were collected; duplicates and retweets were removed leaving 4439 unique tweets. Data were analyzed semiotically (positive, negative, positive and negative, no sentiment, unclassifiable) and thematically. Photographs attached to tweets written by individual users indexed using #hookah (n = 299) were subjected to content analysis.
Over half of all tweets were positive about waterpipe smoking (59%), with 3% negative, 21% lacking sentiment and 17% unclassifiable. However, there were variations by likely author of tweet, with 91% of tweets from individual users classified as positive. Twitter users focused on their emotional experience, location, other products they were consuming alongside waterpipe smoking, and who they were with. Analysis of photographs highlighted a high degree of synergy between text and visual representations of waterpipe smoking, and two thirds of photographs contained at least part of a waterpipe.
Waterpipe smoking may be normalized as an enjoyable activity in this online environment, posing a challenge for public health.
运用定性方法描述和刻画与水烟吸食相关的社交媒体内容。
探索性定性设计。
2014年7月的1周时间内，从推特上收集了具有代表性的、与水烟吸食相关且用英文书写的现有社交媒体内容样本。共收集到9671条推文；去除重复和转发的推文后，留下4439条独立推文。对数据进行符号学分析（积极、消极、正负皆有、无情感倾向、无法分类）和主题分析。对使用#hookah索引的个人用户所发推文中附带的照片（n = 299）进行内容分析。
超过半数的推文对水烟吸食持积极态度（59%），3%持消极态度，21%无情感倾向，17%无法分类。然而，根据推文的可能作者不同存在差异，来自个人用户的推文中91%被归类为积极。推特用户关注他们的情感体验、地点、与水烟吸食同时消费的其他产品以及他们与谁在一起。对照片的分析突出了水烟吸食的文字和视觉呈现之间的高度协同，三分之二的照片至少包含水烟的一部分。
在这个网络环境中，水烟吸食可能被视为一种令人愉悦的活动而常态化，这对公共卫生构成挑战。
