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Representations of Codeine Misuse on Instagram: Content Analysis
Roy Cherian1, Marisa Westbrook2, Danielle Ramo3
1Center for Vulnerable Populations, Department of General Internal Medicine, University of California, San Francisco, San Francisco, CA, United States.
JMIR Public Health and Surveillance
|March 22, 2018
Summary
Social media analysis reveals codeine misuse is often depicted with soda and alcohol, potentially normalizing dangerous substance use. Public health efforts are needed to address this trend and prevent opioid misuse.
Area of Science:
- Public Health
- Social Media Analysis
- Substance Misuse
Background:
- Prescription opioid misuse has escalated into a public health epidemic.
- Social media data offers novel insights into opioid misuse patterns.
- Traditional data collection methods like surveys have limitations.
Purpose of the Study:
- To characterize codeine misuse representations on Instagram.
- To identify text phrases and themes associated with codeine misuse.
- To understand the social media culture surrounding codeine misuse.
Main Methods:
- Analysis of 1156 Instagram posts related to codeine misuse.
- Identification of relevant hashtags and searchable text phrases.
- Content analysis of images and associated text for common themes and cultural contexts.
Main Results:
- Codeine misuse frequently depicted with soda (lean) and alcohol.
- Co-ingestion with cannabis and benzodiazepines was commonly represented.
- Affinity between codeine misuse and hip-hop/popular culture was observed.
Conclusions:
- Glamorization of codeine misuse with soda and alcohol on social media may normalize and increase misuse.
- Integration with popular culture potentially fuels normalization and ritualization.
- Urgent public health interventions are required to understand and mitigate codeine misuse.
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