How Americans encounter guns: Mixed methods content analysis of YouTube and internet search data

Area of Science:

• Public Health
• Media Studies
• Digital Epidemiology

Background:

• Firearm-related injury and death is a significant public health concern in the U.S.
• Online media consumption is increasing, presenting new avenues for public health interventions.
• Understanding online firearm narratives is crucial for developing effective prevention strategies.

Purpose of the Study:

• To identify distinct firearm-related content ecosystems on YouTube based on user browsing behavior.
• To analyze the demographics and internet search patterns of users within these identified ecosystems.
• To explore opportunities for tailoring firearm safety messaging based on content consumption.

Main Methods:

• Analysis of browsing behavior from a representative sample of American adults over a 9-month period.
• Identification of seven distinct firearm-related YouTube content ecosystems using fast greedy clustering.
• Examination of user demographics, video encounters, and internet search queries associated with each ecosystem.

Main Results:

• Seven diverse firearm-related content ecosystems were identified, reaching over 1/1000 YouTube users daily.
• User demographics and content focus varied across ecosystems (e.g., self-protection, recreational use).
• Internet searches predominantly focused on mass shootings or police incidents, with few on suicide; firearm safety searches were concentrated in "Hunting & Fishing" and "Guns & Gear" ecosystems.

Conclusions:

• Online content ecosystems on YouTube provide a framework for understanding firearm-related narratives.
• Targeted firearm safety messaging can be developed for specific user groups based on their online content consumption.
• Further research into online firearm discourse can inform public health interventions.