Content analysis of cannabis vaping videos on YouTube
Background and Aims There has been an increase in the potency of cannabis during the last two decades and adoption of a novel method of administration—vaping. YouTube, a social media platform, has become a popular source to access cannabis‐related information. This study aimed to identify cannabis v...
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| Veröffentlicht in: | Addiction (Abingdon, England) England), 2021-09, Vol.116 (9), p.2443-2453 |
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| container_title | Addiction (Abingdon, England) |
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| creator | Lim, Carmen C. W. Leung, Janni Chung, Jack Yiu Chak Sun, Tianze Gartner, Coral Connor, Jason Hall, Wayne Chiu, Vivian Tisdale, Calvert Stjepanović, Daniel Chan, Gary |
| description | Background and Aims
There has been an increase in the potency of cannabis during the last two decades and adoption of a novel method of administration—vaping. YouTube, a social media platform, has become a popular source to access cannabis‐related information. This study aimed to identify cannabis vaping YouTube videos from 2016 to 2020 and examine the themes and metrics.
Design
Cross‐sectional sample of 200 YouTube videos.
Setting
YouTube, an on‐line video sharing platform.
Measurements
Videos related to cannabis vaping were identified using the search terms: ‘vaping cannabis’, ‘vaping weed’, ‘vaping marijuana’ and ‘vaping THC’ [tetrahydrocannabinol]. Videos were independently coded by two researchers. The number of views, likes, dislikes and comments were also collected. Robust regression was used to analyse the relationship between identified video themes and video metrics.
Findings
Six themes were identified: ‘advertisement’, ‘product review’, ‘celebratory’, ‘reflective’, ‘how‐to’ and ‘warning’. The ‘how‐to’ and ‘celebratory’ videos received the highest number of views and likes. The most popular video was viewed more than 4 000 000 times. Many videos portrayed risky behaviour (e.g. vaping a whole THC cartridge in a single setting). Fifty‐two percent of these videos had no age access restrictions. The robust regression model also found that engagement metric was positively associated with ‘reflective’ videos and negatively associated with ‘advertisement’ videos.
Conclusions
A large number of videos on cannabis vaping are available on‐line without age‐restriction. Videos that portrayed risky behaviour appear to be prevalent. |
| doi_str_mv | 10.1111/add.15424 |
| format | Article |
| fullrecord | <record><control><sourceid>proquest_cross</sourceid><recordid>TN_cdi_proquest_journals_2557147321</recordid><sourceformat>XML</sourceformat><sourcesystem>PC</sourcesystem><sourcerecordid>2557147321</sourcerecordid><originalsourceid>FETCH-LOGICAL-c3534-f36b6edd0d33e9dedf06ab00dd16719a6996b434f56f2fac53435098f73aa4a33</originalsourceid><addsrcrecordid>eNp1kD1PwzAQhi0EoqUw8AdQJCaGtHbOduqxSvmSKrGUgcm6xDZK1Tolbor67zGksHHLnXTPPTq9hFwzOmaxJmjMmAme8RMyZCBpSjmHUzKkSoo0Y5wOyEUIK0ppPlX8nAwAhGTA8iERReN31u8S9Lg-hDokjUsq9B7LOO9xW_v3ZF8b28SNT96abtmV9pKcOVwHe3XsI_L6cL8sntLFy-NzMVukFQjgqQNZSmsMNQBWGWsclVhSagyTOVMolZIlB-6EdJnDKt6AoGrqckDkCDAit7132zYfnQ07vWq6Nn4adCZEzngOGYvUXU9VbRNCa53etvUG24NmVH8HpGNA-iegyN4cjV25seaP_E0kApMe-KzX9vC_Sc_m8175BSPHbZE</addsrcrecordid><sourcetype>Aggregation Database</sourcetype><iscdi>true</iscdi><recordtype>article</recordtype><pqid>2557147321</pqid></control><display><type>article</type><title>Content analysis of cannabis vaping videos on YouTube</title><source>Wiley Online Library Journals Frontfile Complete</source><creator>Lim, Carmen C. W. ; Leung, Janni ; Chung, Jack Yiu Chak ; Sun, Tianze ; Gartner, Coral ; Connor, Jason ; Hall, Wayne ; Chiu, Vivian ; Tisdale, Calvert ; Stjepanović, Daniel ; Chan, Gary</creator><creatorcontrib>Lim, Carmen C. W. ; Leung, Janni ; Chung, Jack Yiu Chak ; Sun, Tianze ; Gartner, Coral ; Connor, Jason ; Hall, Wayne ; Chiu, Vivian ; Tisdale, Calvert ; Stjepanović, Daniel ; Chan, Gary</creatorcontrib><description>Background and Aims
There has been an increase in the potency of cannabis during the last two decades and adoption of a novel method of administration—vaping. YouTube, a social media platform, has become a popular source to access cannabis‐related information. This study aimed to identify cannabis vaping YouTube videos from 2016 to 2020 and examine the themes and metrics.
Design
Cross‐sectional sample of 200 YouTube videos.
Setting
YouTube, an on‐line video sharing platform.
Measurements
Videos related to cannabis vaping were identified using the search terms: ‘vaping cannabis’, ‘vaping weed’, ‘vaping marijuana’ and ‘vaping THC’ [tetrahydrocannabinol]. Videos were independently coded by two researchers. The number of views, likes, dislikes and comments were also collected. Robust regression was used to analyse the relationship between identified video themes and video metrics.
Findings
Six themes were identified: ‘advertisement’, ‘product review’, ‘celebratory’, ‘reflective’, ‘how‐to’ and ‘warning’. The ‘how‐to’ and ‘celebratory’ videos received the highest number of views and likes. The most popular video was viewed more than 4 000 000 times. Many videos portrayed risky behaviour (e.g. vaping a whole THC cartridge in a single setting). Fifty‐two percent of these videos had no age access restrictions. The robust regression model also found that engagement metric was positively associated with ‘reflective’ videos and negatively associated with ‘advertisement’ videos.
Conclusions
A large number of videos on cannabis vaping are available on‐line without age‐restriction. Videos that portrayed risky behaviour appear to be prevalent.</description><identifier>ISSN: 0965-2140</identifier><identifier>EISSN: 1360-0443</identifier><identifier>DOI: 10.1111/add.15424</identifier><identifier>PMID: 33561317</identifier><language>eng</language><publisher>England: Blackwell Publishing Ltd</publisher><subject>Access ; Advertisements ; Cannabis ; cannabis vaping ; Content analysis ; Drug addiction ; Marijuana ; Product reviews ; Risk behavior ; Social media ; Social networks ; Tetrahydrocannabinol ; Vaping ; vaping marijuana ; YouTube</subject><ispartof>Addiction (Abingdon, England), 2021-09, Vol.116 (9), p.2443-2453</ispartof><rights>2021 Society for the Study of Addiction</rights><rights>2021 Society for the Study of Addiction.</rights><lds50>peer_reviewed</lds50><woscitedreferencessubscribed>false</woscitedreferencessubscribed><citedby>FETCH-LOGICAL-c3534-f36b6edd0d33e9dedf06ab00dd16719a6996b434f56f2fac53435098f73aa4a33</citedby><cites>FETCH-LOGICAL-c3534-f36b6edd0d33e9dedf06ab00dd16719a6996b434f56f2fac53435098f73aa4a33</cites><orcidid>0000-0003-1984-0096 ; 0000-0002-6651-8035 ; 0000-0002-7569-1948 ; 0000-0001-5816-2959 ; 0000-0003-3142-3316 ; 0000-0002-7020-1196 ; 0000-0002-0287-9683 ; 0000-0002-8729-3330 ; 0000-0003-4307-423X ; 0000-0002-3939-9499 ; 0000-0003-1595-6307</orcidid></display><links><openurl>$$Topenurl_article</openurl><openurlfulltext>$$Topenurlfull_article</openurlfulltext><thumbnail>$$Tsyndetics_thumb_exl</thumbnail><linktopdf>$$Uhttps://onlinelibrary.wiley.com/doi/pdf/10.1111%2Fadd.15424$$EPDF$$P50$$Gwiley$$H</linktopdf><linktohtml>$$Uhttps://onlinelibrary.wiley.com/doi/full/10.1111%2Fadd.15424$$EHTML$$P50$$Gwiley$$H</linktohtml><link.rule.ids>314,776,780,1411,27901,27902,45550,45551</link.rule.ids><backlink>$$Uhttps://www.ncbi.nlm.nih.gov/pubmed/33561317$$D View this record in MEDLINE/PubMed$$Hfree_for_read</backlink></links><search><creatorcontrib>Lim, Carmen C. W.</creatorcontrib><creatorcontrib>Leung, Janni</creatorcontrib><creatorcontrib>Chung, Jack Yiu Chak</creatorcontrib><creatorcontrib>Sun, Tianze</creatorcontrib><creatorcontrib>Gartner, Coral</creatorcontrib><creatorcontrib>Connor, Jason</creatorcontrib><creatorcontrib>Hall, Wayne</creatorcontrib><creatorcontrib>Chiu, Vivian</creatorcontrib><creatorcontrib>Tisdale, Calvert</creatorcontrib><creatorcontrib>Stjepanović, Daniel</creatorcontrib><creatorcontrib>Chan, Gary</creatorcontrib><title>Content analysis of cannabis vaping videos on YouTube</title><title>Addiction (Abingdon, England)</title><addtitle>Addiction</addtitle><description>Background and Aims
There has been an increase in the potency of cannabis during the last two decades and adoption of a novel method of administration—vaping. YouTube, a social media platform, has become a popular source to access cannabis‐related information. This study aimed to identify cannabis vaping YouTube videos from 2016 to 2020 and examine the themes and metrics.
Design
Cross‐sectional sample of 200 YouTube videos.
Setting
YouTube, an on‐line video sharing platform.
Measurements
Videos related to cannabis vaping were identified using the search terms: ‘vaping cannabis’, ‘vaping weed’, ‘vaping marijuana’ and ‘vaping THC’ [tetrahydrocannabinol]. Videos were independently coded by two researchers. The number of views, likes, dislikes and comments were also collected. Robust regression was used to analyse the relationship between identified video themes and video metrics.
Findings
Six themes were identified: ‘advertisement’, ‘product review’, ‘celebratory’, ‘reflective’, ‘how‐to’ and ‘warning’. The ‘how‐to’ and ‘celebratory’ videos received the highest number of views and likes. The most popular video was viewed more than 4 000 000 times. Many videos portrayed risky behaviour (e.g. vaping a whole THC cartridge in a single setting). Fifty‐two percent of these videos had no age access restrictions. The robust regression model also found that engagement metric was positively associated with ‘reflective’ videos and negatively associated with ‘advertisement’ videos.
Conclusions
A large number of videos on cannabis vaping are available on‐line without age‐restriction. Videos that portrayed risky behaviour appear to be prevalent.</description><subject>Access</subject><subject>Advertisements</subject><subject>Cannabis</subject><subject>cannabis vaping</subject><subject>Content analysis</subject><subject>Drug addiction</subject><subject>Marijuana</subject><subject>Product reviews</subject><subject>Risk behavior</subject><subject>Social media</subject><subject>Social networks</subject><subject>Tetrahydrocannabinol</subject><subject>Vaping</subject><subject>vaping marijuana</subject><subject>YouTube</subject><issn>0965-2140</issn><issn>1360-0443</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>2021</creationdate><recordtype>article</recordtype><recordid>eNp1kD1PwzAQhi0EoqUw8AdQJCaGtHbOduqxSvmSKrGUgcm6xDZK1Tolbor67zGksHHLnXTPPTq9hFwzOmaxJmjMmAme8RMyZCBpSjmHUzKkSoo0Y5wOyEUIK0ppPlX8nAwAhGTA8iERReN31u8S9Lg-hDokjUsq9B7LOO9xW_v3ZF8b28SNT96abtmV9pKcOVwHe3XsI_L6cL8sntLFy-NzMVukFQjgqQNZSmsMNQBWGWsclVhSagyTOVMolZIlB-6EdJnDKt6AoGrqckDkCDAit7132zYfnQ07vWq6Nn4adCZEzngOGYvUXU9VbRNCa53etvUG24NmVH8HpGNA-iegyN4cjV25seaP_E0kApMe-KzX9vC_Sc_m8175BSPHbZE</recordid><startdate>202109</startdate><enddate>202109</enddate><creator>Lim, Carmen C. W.</creator><creator>Leung, Janni</creator><creator>Chung, Jack Yiu Chak</creator><creator>Sun, Tianze</creator><creator>Gartner, Coral</creator><creator>Connor, Jason</creator><creator>Hall, Wayne</creator><creator>Chiu, Vivian</creator><creator>Tisdale, Calvert</creator><creator>Stjepanović, Daniel</creator><creator>Chan, Gary</creator><general>Blackwell Publishing Ltd</general><scope>NPM</scope><scope>AAYXX</scope><scope>CITATION</scope><scope>7QG</scope><scope>7TK</scope><scope>8BJ</scope><scope>FQK</scope><scope>JBE</scope><scope>K9.</scope><scope>NAPCQ</scope><orcidid>https://orcid.org/0000-0003-1984-0096</orcidid><orcidid>https://orcid.org/0000-0002-6651-8035</orcidid><orcidid>https://orcid.org/0000-0002-7569-1948</orcidid><orcidid>https://orcid.org/0000-0001-5816-2959</orcidid><orcidid>https://orcid.org/0000-0003-3142-3316</orcidid><orcidid>https://orcid.org/0000-0002-7020-1196</orcidid><orcidid>https://orcid.org/0000-0002-0287-9683</orcidid><orcidid>https://orcid.org/0000-0002-8729-3330</orcidid><orcidid>https://orcid.org/0000-0003-4307-423X</orcidid><orcidid>https://orcid.org/0000-0002-3939-9499</orcidid><orcidid>https://orcid.org/0000-0003-1595-6307</orcidid></search><sort><creationdate>202109</creationdate><title>Content analysis of cannabis vaping videos on YouTube</title><author>Lim, Carmen C. W. ; Leung, Janni ; Chung, Jack Yiu Chak ; Sun, Tianze ; Gartner, Coral ; Connor, Jason ; Hall, Wayne ; Chiu, Vivian ; Tisdale, Calvert ; Stjepanović, Daniel ; Chan, Gary</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-c3534-f36b6edd0d33e9dedf06ab00dd16719a6996b434f56f2fac53435098f73aa4a33</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>2021</creationdate><topic>Access</topic><topic>Advertisements</topic><topic>Cannabis</topic><topic>cannabis vaping</topic><topic>Content analysis</topic><topic>Drug addiction</topic><topic>Marijuana</topic><topic>Product reviews</topic><topic>Risk behavior</topic><topic>Social media</topic><topic>Social networks</topic><topic>Tetrahydrocannabinol</topic><topic>Vaping</topic><topic>vaping marijuana</topic><topic>YouTube</topic><toplevel>peer_reviewed</toplevel><toplevel>online_resources</toplevel><creatorcontrib>Lim, Carmen C. W.</creatorcontrib><creatorcontrib>Leung, Janni</creatorcontrib><creatorcontrib>Chung, Jack Yiu Chak</creatorcontrib><creatorcontrib>Sun, Tianze</creatorcontrib><creatorcontrib>Gartner, Coral</creatorcontrib><creatorcontrib>Connor, Jason</creatorcontrib><creatorcontrib>Hall, Wayne</creatorcontrib><creatorcontrib>Chiu, Vivian</creatorcontrib><creatorcontrib>Tisdale, Calvert</creatorcontrib><creatorcontrib>Stjepanović, Daniel</creatorcontrib><creatorcontrib>Chan, Gary</creatorcontrib><collection>PubMed</collection><collection>CrossRef</collection><collection>Animal Behavior Abstracts</collection><collection>Neurosciences Abstracts</collection><collection>International Bibliography of the Social Sciences (IBSS)</collection><collection>International Bibliography of the Social Sciences</collection><collection>International Bibliography of the Social Sciences</collection><collection>ProQuest Health & Medical Complete (Alumni)</collection><collection>Nursing & Allied Health Premium</collection><jtitle>Addiction (Abingdon, England)</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Lim, Carmen C. W.</au><au>Leung, Janni</au><au>Chung, Jack Yiu Chak</au><au>Sun, Tianze</au><au>Gartner, Coral</au><au>Connor, Jason</au><au>Hall, Wayne</au><au>Chiu, Vivian</au><au>Tisdale, Calvert</au><au>Stjepanović, Daniel</au><au>Chan, Gary</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>Content analysis of cannabis vaping videos on YouTube</atitle><jtitle>Addiction (Abingdon, England)</jtitle><addtitle>Addiction</addtitle><date>2021-09</date><risdate>2021</risdate><volume>116</volume><issue>9</issue><spage>2443</spage><epage>2453</epage><pages>2443-2453</pages><issn>0965-2140</issn><eissn>1360-0443</eissn><abstract>Background and Aims
There has been an increase in the potency of cannabis during the last two decades and adoption of a novel method of administration—vaping. YouTube, a social media platform, has become a popular source to access cannabis‐related information. This study aimed to identify cannabis vaping YouTube videos from 2016 to 2020 and examine the themes and metrics.
Design
Cross‐sectional sample of 200 YouTube videos.
Setting
YouTube, an on‐line video sharing platform.
Measurements
Videos related to cannabis vaping were identified using the search terms: ‘vaping cannabis’, ‘vaping weed’, ‘vaping marijuana’ and ‘vaping THC’ [tetrahydrocannabinol]. Videos were independently coded by two researchers. The number of views, likes, dislikes and comments were also collected. Robust regression was used to analyse the relationship between identified video themes and video metrics.
Findings
Six themes were identified: ‘advertisement’, ‘product review’, ‘celebratory’, ‘reflective’, ‘how‐to’ and ‘warning’. The ‘how‐to’ and ‘celebratory’ videos received the highest number of views and likes. The most popular video was viewed more than 4 000 000 times. Many videos portrayed risky behaviour (e.g. vaping a whole THC cartridge in a single setting). Fifty‐two percent of these videos had no age access restrictions. The robust regression model also found that engagement metric was positively associated with ‘reflective’ videos and negatively associated with ‘advertisement’ videos.
Conclusions
A large number of videos on cannabis vaping are available on‐line without age‐restriction. Videos that portrayed risky behaviour appear to be prevalent.</abstract><cop>England</cop><pub>Blackwell Publishing Ltd</pub><pmid>33561317</pmid><doi>10.1111/add.15424</doi><tpages>11</tpages><orcidid>https://orcid.org/0000-0003-1984-0096</orcidid><orcidid>https://orcid.org/0000-0002-6651-8035</orcidid><orcidid>https://orcid.org/0000-0002-7569-1948</orcidid><orcidid>https://orcid.org/0000-0001-5816-2959</orcidid><orcidid>https://orcid.org/0000-0003-3142-3316</orcidid><orcidid>https://orcid.org/0000-0002-7020-1196</orcidid><orcidid>https://orcid.org/0000-0002-0287-9683</orcidid><orcidid>https://orcid.org/0000-0002-8729-3330</orcidid><orcidid>https://orcid.org/0000-0003-4307-423X</orcidid><orcidid>https://orcid.org/0000-0002-3939-9499</orcidid><orcidid>https://orcid.org/0000-0003-1595-6307</orcidid></addata></record> |
| fulltext | fulltext |
| identifier | ISSN: 0965-2140 |
| ispartof | Addiction (Abingdon, England), 2021-09, Vol.116 (9), p.2443-2453 |
| issn | 0965-2140 1360-0443 |
| language | eng |
| recordid | cdi_proquest_journals_2557147321 |
| source | Wiley Online Library Journals Frontfile Complete |
| subjects | Access Advertisements Cannabis cannabis vaping Content analysis Drug addiction Marijuana Product reviews Risk behavior Social media Social networks Tetrahydrocannabinol Vaping vaping marijuana YouTube |
| title | Content analysis of cannabis vaping videos on YouTube |
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