Department of Advertising, College of Journalism and Communications, University of Florida, Gainesville, FL, USA.
Department of Communication, College of Arts, Social Sciences and Humanities, University of West Florida, Pensacola, FL, USA.
Subst Use Misuse. 2021;56(6):879-887. doi: 10.1080/10826084.2021.1899233. Epub 2021 Mar 22.
The promotion of flavors, perceptions of "coolness," and general curiosity are characteristics of electronic nicotine delivery systems (ENDS) that have appealed to young adults. However, little is known about the characteristics of popular social media posts related to ENDS on the social media network, Instagram. : Content analysis was performed using the Content Appealing to Youth (CAY) index. Over 700 posts were collected from August 2019 - December 2019 by searching the Instagram hashtags, #vape and #vapelife. Frequencies and percentages were calculated for each of the six major categories and 35 sub-categories. : Nearly all of the images were color photographs and 84% featured an ENDS device (mod) as the focal point. The style of the device was often matte (75%) in only one or two main colors (55%). Warnings about age restrictions and nicotine were included in 28% of images, but commonly used promotional tactics, such as humor, presence of vapor puffs, and flavors were rarely utilized. : Instagram posts featuring ENDS are visually appealing and like cigarette packaging, may have the capacity to influence perceptions about the product. Since it is culturally normative for appealing images to be shared on Instagram, greater attention should be placed on media literacy skills to educate young adults about ENDS viewed on social media.
电子烟的口味推广、“酷炫”感知和普遍的好奇心是吸引年轻人的特点。然而，关于社交媒体网络 Instagram 上与电子烟相关的热门社交媒体帖子的特点，人们知之甚少。：使用“吸引年轻人的内容”（CAY）指标进行内容分析。通过搜索 Instagram 标签#vape 和#vapelife，从 2019 年 8 月到 12 月，共收集了 700 多个帖子。：每个主要类别和 35 个子类别都计算了频率和百分比。：几乎所有的图像都是彩色照片，84%的图像以电子烟设备（mod）为焦点。设备的风格通常是哑光（75%），只有一到两种主要颜色（55%）。28%的图像包含有关年龄限制和尼古丁的警告，但很少使用常见的促销策略，如幽默、蒸汽烟雾的存在和口味。：Instagram 上展示电子烟的帖子具有视觉吸引力，就像香烟包装一样，可能有能力影响人们对产品的看法。由于在 Instagram 上分享吸引人的图像是一种文化规范，因此应该更加关注媒体素养技能，教育年轻人了解社交媒体上的电子烟。
