A snapshot of the depiction of electronic cigarettes in YouTube videos

Laura Romito, Risa A. Hurwich, George J. Eckert

Research output: Contribution to journalArticle

12 Citations (Scopus)

Abstract

Objective: To assess the depiction of ecigarettes in YouTube videos. Methods: The sample (N = 63) was selected from the top 20 search results for "electronic cigarette," and "e-cig" with each term searched twice by the filters "Relevance" and "View Count." Data collected included title, length, number of views, "likes," "dislikes," comments, and inferred demographics of individuals appearing in the videos. Results: Seventy-six percent of videos included at least one man, 62% included a Caucasian, and 50% included at least one young individual. Video content connotation was coded as positive (76%), neutral (18%), or negative (6%). Videos were categorized as advertisement (33%), instructional (17%), news clip (19%), product review (13%), entertainment (11%), public health (3%), and personal testimonial (3%). Conclusion: Most e-cigarette YouTube videos are non-traditional or covert advertisements featuring young Caucasian men.

Original languageEnglish (US)
Pages (from-to)823-831
Number of pages9
JournalAmerican Journal of Health Behavior
Volume39
Issue number6
DOIs
StatePublished - Nov 1 2015

Fingerprint

video
electronics
Surgical Instruments
Tobacco Products
Public Health
Demography
Caucasian
entertainment
Electronic Cigarettes
news
public health

Keywords

  • Electronic cigarettes
  • Social media
  • Tobacco
  • YouTube

ASJC Scopus subject areas

  • Public Health, Environmental and Occupational Health
  • Health(social science)
  • Social Psychology

Cite this

A snapshot of the depiction of electronic cigarettes in YouTube videos. / Romito, Laura; Hurwich, Risa A.; Eckert, George J.

In: American Journal of Health Behavior, Vol. 39, No. 6, 01.11.2015, p. 823-831.

Research output: Contribution to journalArticle

Romito, Laura ; Hurwich, Risa A. ; Eckert, George J. / A snapshot of the depiction of electronic cigarettes in YouTube videos. In: American Journal of Health Behavior. 2015 ; Vol. 39, No. 6. pp. 823-831.
@article{51a29e45c4cc4a9da7e6e6c87c3609a4,
title = "A snapshot of the depiction of electronic cigarettes in YouTube videos",
abstract = "Objective: To assess the depiction of ecigarettes in YouTube videos. Methods: The sample (N = 63) was selected from the top 20 search results for {"}electronic cigarette,{"} and {"}e-cig{"} with each term searched twice by the filters {"}Relevance{"} and {"}View Count.{"} Data collected included title, length, number of views, {"}likes,{"} {"}dislikes,{"} comments, and inferred demographics of individuals appearing in the videos. Results: Seventy-six percent of videos included at least one man, 62{\%} included a Caucasian, and 50{\%} included at least one young individual. Video content connotation was coded as positive (76{\%}), neutral (18{\%}), or negative (6{\%}). Videos were categorized as advertisement (33{\%}), instructional (17{\%}), news clip (19{\%}), product review (13{\%}), entertainment (11{\%}), public health (3{\%}), and personal testimonial (3{\%}). Conclusion: Most e-cigarette YouTube videos are non-traditional or covert advertisements featuring young Caucasian men.",
keywords = "Electronic cigarettes, Social media, Tobacco, YouTube",
author = "Laura Romito and Hurwich, {Risa A.} and Eckert, {George J.}",
year = "2015",
month = "11",
day = "1",
doi = "10.5993/AJHB.39.6.10",
language = "English (US)",
volume = "39",
pages = "823--831",
journal = "American Journal of Health Behavior",
issn = "1087-3244",
publisher = "PNG Publications",
number = "6",

}

TY - JOUR

T1 - A snapshot of the depiction of electronic cigarettes in YouTube videos

AU - Romito, Laura

AU - Hurwich, Risa A.

AU - Eckert, George J.

PY - 2015/11/1

Y1 - 2015/11/1

N2 - Objective: To assess the depiction of ecigarettes in YouTube videos. Methods: The sample (N = 63) was selected from the top 20 search results for "electronic cigarette," and "e-cig" with each term searched twice by the filters "Relevance" and "View Count." Data collected included title, length, number of views, "likes," "dislikes," comments, and inferred demographics of individuals appearing in the videos. Results: Seventy-six percent of videos included at least one man, 62% included a Caucasian, and 50% included at least one young individual. Video content connotation was coded as positive (76%), neutral (18%), or negative (6%). Videos were categorized as advertisement (33%), instructional (17%), news clip (19%), product review (13%), entertainment (11%), public health (3%), and personal testimonial (3%). Conclusion: Most e-cigarette YouTube videos are non-traditional or covert advertisements featuring young Caucasian men.

AB - Objective: To assess the depiction of ecigarettes in YouTube videos. Methods: The sample (N = 63) was selected from the top 20 search results for "electronic cigarette," and "e-cig" with each term searched twice by the filters "Relevance" and "View Count." Data collected included title, length, number of views, "likes," "dislikes," comments, and inferred demographics of individuals appearing in the videos. Results: Seventy-six percent of videos included at least one man, 62% included a Caucasian, and 50% included at least one young individual. Video content connotation was coded as positive (76%), neutral (18%), or negative (6%). Videos were categorized as advertisement (33%), instructional (17%), news clip (19%), product review (13%), entertainment (11%), public health (3%), and personal testimonial (3%). Conclusion: Most e-cigarette YouTube videos are non-traditional or covert advertisements featuring young Caucasian men.

KW - Electronic cigarettes

KW - Social media

KW - Tobacco

KW - YouTube

UR - http://www.scopus.com/inward/record.url?scp=84943622540&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=84943622540&partnerID=8YFLogxK

U2 - 10.5993/AJHB.39.6.10

DO - 10.5993/AJHB.39.6.10

M3 - Article

C2 - 26450550

AN - SCOPUS:84943622540

VL - 39

SP - 823

EP - 831

JO - American Journal of Health Behavior

JF - American Journal of Health Behavior

SN - 1087-3244

IS - 6

ER -