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Instagram Posts Related to Backwoods Cigarillo Blunts: Content Analysis
Stephanie Kim1, Alia Mourali1, Jon-Patrick Allem1
1Department of Preventive Medicine, Keck School of Medicine, University of Southern California, Los Angeles, CA, United States.
JMIR Public Health and Surveillance
|February 9, 2021
Summary
Most Instagram posts featuring Backwoods cigarillos showed blunt making and flavors. Surveillance is needed to inform policies and interventions to reduce youth experimentation with blunts.
Area of Science:
- Public Health
- Social Media Research
- Substance Use Research
Background:
- Instagram is a popular social media platform among youth.
- Backwoods cigarillos have features facilitating blunt creation, including various flavors.
- The platform offers a unique opportunity to study real-world behaviors like blunt making.
Purpose of the Study:
- To examine the extent of blunt making depicted in Backwoods cigarillo-related Instagram posts.
- To analyze the characteristics of these posts, including blunt rolling and smoking.
- To identify product features, such as flavors, associated with blunt-related content.
Main Methods:
- Collected publicly available Instagram posts using the #backwoods hashtag from August 30 to September 12, 2018.
- Content analyzed posts for type (photo/video), blunt-related hashtags, rolling blunts, and smoking blunts.
- Coded images for the visibility of Backwoods product flavors.
Main Results:
- Out of 1206 posts, 72.2% were "Blunt-related hashtags".
- 10.4% of images showed "Smoking blunts", and 2.1% showed "Rolling blunts".
- 51.9% of blunt images displayed Backwoods product flavors.
Conclusions:
- The majority of Backwoods-related Instagram content focused on blunts, often showing flavored products.
- Ongoing monitoring of social media is crucial for developing interventions to prevent youth blunt use.
- Policy recommendations include restricting product features that facilitate blunt preparation, such as flavors.
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