In today’s digital age, the popularity of electronic cigarettes and the legalization of recreational marijuana have had a significant impact on adolescents and young adults. With websites and social media platforms playing a pivotal role in shaping product perceptions and use, it has become crucial to explore how individuals in this age group perceive tobacco and marijuana messaging online. Jessica Liu, Sheila McLaughlin, Adrienne Lazaro, and Bonnie Halpern-Felsher conducted a qualitative analysis in 2020 to gain insights into adolescents’ and young adults’ perceptions of these messages and their interactive behaviors related to them.
How do adolescents perceive tobacco and marijuana messaging online and through social media platforms?
The researchers interviewed 24 participants as part of the Tobacco Perceptions Study, a longitudinal examination of adolescents’ and young adults’ tobacco-related perceptions and tobacco use. Through individual semi-structured interviews, they collected qualitative data between October 2017 and February 2018 on the participants’ experiences and interactions with online tobacco and marijuana advertisements, as well as their perceptions of the appeal of these advertisements.
The interviews revealed several key themes that shed light on adolescents’ perceptions of tobacco and marijuana messaging. Participants identified the direct appeal of online messaging, highlighting its influence on their attitudes and decision-making processes. They emphasized the importance of trusting the source of the messaging and expressed a preference for messages communicated by young people and influencers rather than by the industry.
“I think the messages that come from people closer to my age or people I admire, like influencers, feel more relatable and authentic to me,” shared one participant.
The visual appeal of advertisements significantly influenced participants’ perceptions as well. They found messages that included vibrant colors, interesting packaging, and appealing flavors particularly attractive. These aesthetic elements played a role in capturing their attention and potentially influencing their product choices.
What are the interactive behaviors related to tobacco and marijuana messaging?
Through their qualitative analysis, the researchers also explored the interactive behaviors of adolescents and young adults concerning tobacco and marijuana messaging. They discovered that participants actively engaged with online advertisements and mentioned sharing or commenting on posts related to tobacco and marijuana products.
“When I see an ad that I like, I often share it with my friends or comment on it,” explained another participant. “It gives me a sense of connection with others who are interested in the same things.”
This interaction with messaging not only contributed to the spread of these advertisements among young individuals but also facilitated discussions among peers, potentially normalizing tobacco and marijuana use.
What is the role of general attitudes and personal decision-making in using tobacco and/or marijuana?
Participants’ general attitudes and personal decision-making processes played a crucial role in their use of tobacco and/or marijuana. The interviews revealed that individuals who held more positive attitudes towards these substances were more likely to engage with related messaging, find appeal in it, and consider trying the products advertised.
One participant explained, “If I already think smoking is cool, seeing messages that reinforce that idea or make it seem even cooler can influence my decision to try it.”
These findings suggest that adolescents’ and young adults’ pre-existing inclinations and beliefs about tobacco and marijuana heavily influence their response and receptiveness to messaging encountered online.
How does the appeal of messaging influence the use of tobacco and marijuana?
According to the research findings, the appeal of messaging, including its visual design, packaging, and flavors, significantly influences the use of tobacco and marijuana among adolescents and young adults. Participants expressed a strong preference for advertisements that used creative visuals, catchy colors, and enticing flavors.
“I’m more likely to be drawn to an ad if it looks stylish and fun. If it feels like it’s designed for young people like me, I’m more inclined to give it a try,” shared a participant.
These findings highlight the potential power of persuasive messaging tactics employed in the tobacco and marijuana industries. By strategically aligning their products with appealing aesthetics and relatable influencers, these industries can capture the attention of young individuals and potentially increase their product uptake.
What are the implications for regulation and prevention programs?
The research findings call for increased regulation of social media messaging and marketing concerning tobacco and marijuana, with a specific focus on limiting the reach of these advertisements to adolescents and young adults. The influence of paid influencers and the use of appealing visuals and flavors should be addressed to prevent normalization and potential harm associated with tobacco and marijuana use among this population.
“It’s crucial to regulate the content and reach of these messages because they can shape our perceptions and choices,” emphasized one participant.
The study also emphasizes the significance of prevention programs that aim to address the role of social media in influencing tobacco and marijuana use. By educating adolescents and young adults about the persuasive tactics employed by these industries, prevention programs can enhance critical thinking skills and empower individuals to make informed decisions regarding tobacco and marijuana use.
In summary, this research provides valuable insights into adolescents’ and young adults’ perceptions of tobacco and marijuana messaging online. Understanding how these individuals perceive and interact with messaging is crucial for effective regulation and prevention programs in today’s digital landscape.
Sources: https://journals.sagepub.com/doi/abs/10.1177/0033354920947399
Disclaimer: While I have a passion for health, I am not a medical doctor and this is not medical advice.
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