O'Hagan Lauren Alex
Department of Media and Communication Studies, School of Humanities, Education and Social Sciences, Örebro University, Örebro, Sweden.
Nordisk Alkohol Nark. 2024 Dec;41(6):574-598. doi: 10.1177/14550725241270227. Epub 2024 Sep 3.
In the UK, nicotine pouches are growing in popularity, particularly among young people. This study investigated the Instagram marketing strategies of one leading brand, Nordic Spirit. A total of 496 Instagram posts published by Nordic Spirit between 2019 and 2023 were collected and organised into themes using qualitative content analysis to identify recurring patterns. Then, multimodal critical discourse analysis was employed to explore the different linguistic and other semiotic resources at work in posts, their ideological patterns and how they work together to frame nicotine pouches as an essential product for young people. The study identified four key messages that Nordic Spirit uses to target young people: (1) fun and freedom; (2) Nordic happiness; (3) fuss-free and discreet; and (4) healthy and scientifically rational. It found that posts are often misleading, underplay the dangers of nicotine and frame nicotine pouches as trendy lifestyle products rather than as smoking alternatives. The results underline the dangers of such marketing strategies in encouraging nicotine addiction and dependence. Consequently, the UK government and Advertising Standards Authority should do more to clamp down on these social media posts and introduce tighter regulations to protect young people and uphold their freedom from exploitation.
在英国，尼古丁小袋越来越受欢迎，尤其是在年轻人当中。本研究调查了一个领先品牌——北欧精神（Nordic Spirit）的照片墙（Instagram）营销策略。收集了北欧精神在2019年至2023年间发布的总共496条照片墙帖子，并采用定性内容分析法将其整理成主题，以识别反复出现的模式。然后，运用多模态批评话语分析来探究帖子中使用的不同语言及其他符号资源、它们的意识形态模式，以及它们如何共同作用将尼古丁小袋构建为年轻人的必备产品。该研究确定了北欧精神针对年轻人所使用的四个关键信息：（1）乐趣与自由；（2）北欧式幸福；（3）轻松无忧且隐秘；（4）健康且科学合理。研究发现，这些帖子往往具有误导性，淡化了尼古丁的危害，并将尼古丁小袋构建为时尚的生活方式产品，而非吸烟替代品。研究结果突显了此类营销策略在助长尼古丁成瘾和依赖方面的危险性。因此，英国政府和广告标准管理局应采取更多措施来取缔这些社交媒体帖子，并出台更严格的规定以保护年轻人，并维护他们免受剥削的自由。
