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Related Experiment Videos

Marijuana-Related Posts on Instagram.

Patricia A Cavazos-Rehg1, Melissa J Krauss2, Shaina J Sowles2

  • 1Department of Psychiatry, Washington University School of Medicine, 660 South Euclid Avenue, Box 8134, St. Louis, MO, 63110, USA. rehgp@psychiatry.wustl.edu.

Prevention Science : the Official Journal of the Society for Prevention Research
|June 6, 2016
PubMed
Summary
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Instagram posts frequently showcase marijuana, including traditional forms and novel consumption methods like dabbing concentrates. This visual content, alongside advertisements, may influence perceptions of marijuana use among young adults.

Area of Science:

  • Social Media Research
  • Public Health
  • Cannabis Studies

Background:

  • Instagram is a popular visual social media platform with a growing young adult user base.
  • Understanding online content related to substance use is crucial for public health.
  • Previous research has explored various aspects of social media and health behaviors.

Purpose of the Study:

  • To analyze the types of marijuana-related content shared on Instagram.
  • To investigate the prevalence of different marijuana forms and consumption methods depicted.
  • To assess the presence of marijuana advertising on the platform.

Main Methods:

  • Collected over 400,000 Instagram posts using marijuana-related hashtags in 2014.
  • Assessed a random sample of 5,000 posts for marijuana content.
Keywords:
CannabisMarijuanaRisk behaviorSocial mediaSubstance use

Related Experiment Videos

  • Further analyzed 2,136 posts explicitly discussing marijuana.

    • Main Results:

    • Marijuana imagery was prevalent, with traditional buds/leaves (63%) and concentrates (20%) being common.
    • Among posts showing ingestion, 20% depicted dabbing of marijuana concentrates.
    • Marijuana-related advertisements constituted 9% of the analyzed content.

    Conclusions:

    • Instagram facilitates the promotion of both traditional and novel marijuana use methods.
    • The visual nature of Instagram and explicit marketing may shape social norms around marijuana.
    • Further research is needed to understand the long-term public health implications.