261855 Chew on this: Smokeless Tobacco on YouTubeTM

Tuesday, October 30, 2012

Ricardo Wray, PhD , Department of Behavioral Sciences and Health Education, Saint Louis University School of Public Health, Saint Louis, MO
Donghua Tao, PhD , Medical Center Library, Learning Resource Center, Saint Louis University, Saint Louis, MO
Trent Buskirk, PhD , Department of Biostatistics, Saint Louis University School of Public Health, Saint Louis, MO
Keri Jupka, MPH , Department of Behavioral Sciences and Health Education, Saint Louis University School of Public Health, Saint Louis, MO
Prajakta Adsul, MBBS, MPH , Department of Behavioral Sciences and Health Education, Saint Louis University School of Public Health, Saint Louis, MO
Carolyn Semar, BS , Department of Behavioral Sciences and Health Education, Saint Louis University School of Public Health, Saint Louis, MO
Kathryn Goggins, BA , Department of Behavioral Sciences and Health Education, Saint Louis University School of Public Health, Saint Louis, MO
Introduction: In the past decade, restricted tobacco advertising and manufacturing have led the tobacco industry to explore new strategies and products. Depiction of tobacco in YouTubeTM videos – a popular online social media website, has impacted tobacco use behaviors of young adults as evident in past research. This study aims to describe the attributes of YouTubeTM videos about smokeless tobacco products (STP).

Methods: Videos were searched on YouTubeTM using 18 STP related search terms, such as “dip tobacco” and “chew tobacco.” The videos found via the search were downloaded and the number of views, rankings and number of comments were collected for each video. Between October and December 2011, a total of 3603 unique videos were retrieved. A sample of 400 videos were selected at random and coded for source identification, production values and message content using a code-book developed a priori for content analysis.

Results: Most of the videos appeared to be pro-STP. Videos were mainly user generated, with low production values and included mostly young white males. These videos generally provided personal reviews of STPs, specifying brand names and flavors. Many videos demonstrated positive outcomes expectations associated with STP use.

Discussion: The research provides a snapshot of how STPs are depicted on YouTubeTM. The content analysis provides information for tobacco control professionals to understand the portrayal of STPs on the web. The content will also inform development of videos that effectively promote tobacco prevention for dissemination through highly active social media environments.

Learning Areas:
Assessment of individual and community needs for health education
Communication and informatics
Implementation of health education strategies, interventions and programs
Planning of health education strategies, interventions, and programs
Public health or related education
Social and behavioral sciences

Learning Objectives:
1.Describe the prevalence of YouTubeTM videos about smokeless tobacco in the past 6 months. 2.Describe the message content of the YouTubeTM videos in terms of production characteristics and behavioral constructs. 3.Formulate ways in which knowledge gained from this study can be used in tobacco prevention messaging.

Keywords: Tobacco, Media

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I have been the Research Assistant on this project. I have assisted in the data collection and the data analysis of this project.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.

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