Marijuana ads in traditional and social media: Influence and policy implications

摘要 青春期是一个关键的发育时期，在这一时期，尝试大麻是很常见的。 青春期吸食大麻与负面健康后果有关，包括对认知的影响 发展和伤害风险增加。成人娱乐用大麻合法化将影响 青少年，尽管他们在商店购买大麻的能力有法律限制。青少年是 现在通过Facebook和Twitter等社交媒体接触娱乐性大麻促销活动，以及 传统广告(广告)，如主干道上的广告牌。以前对烟草和烟草的研究 酒精说明，广告有助于青少年产生这些物质。大麻 促销活动带来了几个新的公共卫生挑战，例如在社交媒体领域的重点努力， 包括提供将大麻与积极的健康结果联系起来的信息，并影响周围的规范 吸食大麻。目前，关键的悬而未决的问题包括：1)大麻促销的覆盖范围和 在娱乐性大麻合法的州面向青少年的广告，2)大麻促销和 广告用来影响消费者和瞄准年轻人，以及3)青少年如何解释这些大麻 促销和广告。现在是了解大麻促销和广告的关键时刻，而政策 对它们进行监管是新兴的或新兴的。我们的总体目标是解决文献中的这些关键差距 为理论、政策和未来的干预措施提供信息。这项提议包括三个相互关联的目标 进球。我们的概念性方法将是规范社会行为理论(TNSB)，它支持 强制规范在预测行为中的作用。目标1：我们将对青少年进行横断面调查 在西雅图大都市区(n=500)，以确定大麻促销和广告在一个州的当地覆盖范围 娱乐性大麻合法化的地方。我们将确定接触大麻促销活动的风险因素 和广告，并调查大麻推广/广告暴露与使用意图之间的关系 由TNSB构建介导的大麻。目标2：我们将对一年的休闲活动进行内容分析 社交媒体上的大麻促销活动(估计有20,000个帖子)以及包括广告牌和印刷品申请在内的广告 TNSB构建。目标3：我们将与青少年(n=160)作为利益相关者合作，制定概念图 代表大麻促销和广告如何发挥影响的关键概念。我们将决定如何 这个利益相关者驱动的概念图中的概念与烟草和 酒精广告，并将这些关键的有影响力的概念与现有健康行为理论中的那些概念进行比较，如 TNSB。这项建议与PAS-14-020中概述的研究目标一致： 改变大麻的政策/法律环境。我们的研究团队包括具有以下专业知识的调查人员 社交媒体、青少年健康、广告和大麻。这一雄心勃勃的和 综合研究将为预防青少年使用大麻的理论、政策和干预措施提供信息。

ABSTRACT Adolescence is a critical developmental time period in which experimentation with marijuana is common. Marijuana use in adolescence is associated with negative health consequences including effects on cognitive development and increased injury risks. The legalization of adult recreational marijuana use will affect adolescents even though there are legal limitations on their ability to purchase marijuana in stores. Teens are now exposed to recreational marijuana promotions through social media such as Facebook and Twitter, and traditional advertisements (ads) such as billboards along major roadways. Previous research on tobacco and alcohol illustrate that advertising contributes to adolescents’ initiation of these substances. Marijuana promotions present several new public health challenges such as focused efforts in the social media space, which include providing messages linking marijuana to positive health outcomes and influencing norms around marijuana use. At present, critical unanswered questions include: 1) the reach of marijuana promotions and ads to adolescents in a state where recreational marijuana is legal, 2) strategies that marijuana promotions and ads use to influence consumers and target youth, and 3) how adolescents interpret these marijuana promotions and ads. Now is a critical time to understand marijuana promotions and ads while policies that regulate them are nascent or emerging. Our over-arching goal is to address these critical gaps in the literature towards informing theory, policy and future interventions. This proposal includes three linked aims towards this goal. Our conceptual approach will be the Theory of Normative Social Behavior (TNSB) which supports the role of injunctive norms in predicting behavior. Aim 1: We will conduct a cross-sectional survey of adolescents in the Seattle metro area (n=500) to determine the local reach of marijuana promotions and ads in a state where recreational marijuana is legalized. We will determine risk factors for exposure to marijuana promotions and ads, and investigate associations between marijuana promotion/ad exposure and intention to use marijuana mediated by TNSB constructs. Aim 2: We will conduct a content analysis of one year of recreational marijuana promotions on social media (estimated 20,000 posts) and ads including billboard and print applying TNSB constructs. Aim 3: We will work with adolescents (n=160) as stakeholders to develop a concept map representing key concepts in how marijuana promotions and ads exert influence. We will determine how the concepts in this stakeholder-driven concept map are similar or different to those represented in tobacco and alcohol ads, and compare these key influential concepts to those in existing health behavior theory such as TNSB. This proposal is consistent with the research goals outlined in PAS-14-020: Public Health Impact of the Changing Policy/Legal Environment for Marijuana. Our study team includes investigators with expertise in social media, adolescent health, advertisements and marijuana. The outcomes of this ambitious and comprehensive study will inform theory, policy and interventions to prevent marijuana use among adolescents.