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Twitter chatter about marijuana.

Patricia A Cavazos-Rehg¹, Melissa Krauss¹, Sherri L Fisher¹

¹Department of Psychiatry, Washington University School of Medicine, St. Louis, Missouri.

The Journal of Adolescent Health : Official Publication of the Society for Adolescent Medicine

|January 27, 2015

Summary

Most influential Twitter users discuss marijuana positively, often sharing plans to use it or highlighting its perceived health benefits and legalization. These users are younger and disproportionately African-American, suggesting targeted prevention efforts are needed.

Keywords:

Marijuana Social media Youth

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Area of Science:

Social media analytics
Public health communication
Cannabis research

Background:

Social media platforms like Twitter are significant channels for public discourse.
Understanding online sentiment is crucial for public health initiatives.
Influential users shape online conversations about sensitive topics such as marijuana.

Purpose of the Study:

To analyze the sentiment and themes in marijuana-related tweets from influential users.
To identify the demographic characteristics of users discussing marijuana on Twitter.

Main Methods:

A random sample of 7,000 influential marijuana-related tweets was analyzed for sentiment and themes.
User demographics were inferred using the social media analytics company Demographics Pro for Twitter.

Main Results:

The majority of marijuana-related tweets expressed positive sentiment, with pro-marijuana content outnumbering anti-marijuana content significantly.
Common themes included intent to use marijuana, frequent use, perceived health benefits, and support for legalization.
Users tweeting about marijuana were younger and had a higher proportion of African-Americans compared to the general Twitter user base.

Conclusions:

Online conversations about marijuana among influential users are predominantly positive and popular within younger, African-American demographics.
Findings highlight the need for targeted online and offline prevention strategies to address potential marijuana-related harms among at-risk populations.