Social media as a social mechanism of non-cigarette tobacco use: Engaging young adults to examine tobacco culture online

项目摘要/摘要 青少年和年轻人(Aya)接触、分享和创建关于非香烟的其他内容 社交媒体上的烟草产品(OTP)，已被证明塑造了与烟草相关的认知 和行为。一项新的研究记录了包括口服避孕药在内的促进负面健康行为的内容 在TikTok上使用，这是一款社交媒体应用程序，用户可以在上面创建和分享短视频，并定期 超过60%的美国青少年使用。然而，TikTok内容变化很快，目前还不清楚是什么OTP TikTok上使用了消息和传递功能，特别是随着时间的推移，以及它们如何影响消息传播 和订婚。该研究项目的长期目标是阐明社交媒体对 Aya OTP的使用，并告知独特的最新监管和公共卫生干预措施，适用于 不同的烟草产品、社交媒体平台和几代年轻人。总的目标是 此应用程序用于识别OTP消息(即，感知、意见、建议、信息)是什么以及如何 以TikTok用户使用自适应社区创建的简短社交媒体视频形式传达-参与 接近。理由是，适应性的青年参与调查将阐明社交媒体可能 以一种可以转移到其他平台的方式永久保持支持烟草的情绪，并随着时间的推移而危及行为。 该目标将以三个目标来解决：(1)识别和表征潜在的消息(例如， 基于短视频的社交媒体平台TikTok上的OTP内容中的感知、信息)，(2) 阐明交付功能(即应用程序功能、创建者选择)如何在TikTok上传达OTP消息；(3) 评估关键OTP消息和交付功能与视频覆盖范围(即观看次数)之间的关系 在TikTok上参与(如点赞、评论)。这些目标将纵向实现。 通过训练TikTok算法推送相关内容来识别OTP TikTok内容的观察性研究 多个账户的TikTok For You页面(即“Feed”)的内容。这项研究利用了定性和定量两种方法 定量分析技术，并让两个地点的YA研究人员参与研究设计的所有方面， 执行和传播。在申请人看来，提出的研究是创新的，因为它 身临其境的年轻人参与的方法可以模拟用户体验，并提供丰富、严谨 解读Aya社交媒体环境中嵌入的OTP消息。拟议的研究是 意义重大，因为它将帮助学者和实践者将Aya OTP在信息中的使用情境化 TikTok上的环境，并通过识别随着时间的推移保持流行和吸引力的视频功能，它可以 增强健康交流的真实性，以对抗TikTok上支持烟草的情绪。最终， 这些知识有可能加强减少阿亚尼古丁成瘾的初级预防工作 和烟草的使用。

PROJECT SUMMARY/ABSTRACT Adolescents and young adults (AYA) are exposed to, share, and create content about non-cigarette other tobacco products (OTP) on social media, which has been demonstrated to shape tobacco-related perceptions and behaviors. New research has documented content that promotes negative health behaviors including OTP use on TikTok, a social media app on which users create and share short-form videos and that is regularly used by more than 60% of US teens. However, TikTok content changes quickly, and it is unknown what OTP message and delivery features are used on TikTok, especially over time, and how they affect message reach and engagement. The long-term goals of this research program are to elucidate social media’s influence on AYA OTP use and to inform unique up-to-date regulatory and public health interventions appropriate for different tobacco products, social media platforms, and generations of young people. The overall objective of this application is to identify what and how OTP messages (i.e., perceptions, opinions, advice, information) are conveyed in short-form social media videos created by TikTok users using an adaptive community-engaged approach. The rationale is that adaptive youth-engaged investigation will illuminate how social media might perpetuate pro-tobacco sentiments in a way that is transferable to other platforms and risk behaviors over time. The objective will be addressed with three aims: (1) Identify and characterize underlying messages (e.g., perceptions, information) in OTP content on the short-form video-based social media platform TikTok, (2) Elucidate how delivery features (i.e., app features, creator choices) convey OTP messages on TikTok; (3) Estimate the relationships between key OTP messages and delivery features and video reach (i.e., views) and engagement (e.g., likes, comments) on TikTok. These aims will be accomplished in a longitudinal observational study that identifies OTP TikTok content by training the TikTok algorithm to push relevant content to TikTok’s For You Page (i.e., “feed”) for multiple accounts. The study leverages both qualitative and quantitative analytic techniques and engages YA researchers at two sites in all aspects of study design, execution, and dissemination. The research proposed is innovative, in the applicants’ opinion, because its immersive, youth-engaged approach can simulate the user experience and provide rich, rigorous, interpretation of the OTP messages embedded in AYA’s social media environment. The proposed research is significant because it will help scholars and practitioners contextualize AYA OTP use in the information environment on TikTok and, by identifying video features that stay popular and engaging over time, it can enhance the authenticity of health communication that counters pro-tobacco sentiments on TikTok. Ultimately, such knowledge has the potential to enhance primary prevention efforts that reduce AYA nicotine addiction and tobacco use.