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Exploring #MentholBan on TikTok: A Thematic and Semantic Network Analysis
Miao Feng1, Steven Binns1, Sherry Emery1
1Social Data Collaboratory, Public Health, NORC at the University of Chicago, Chicago, IL, USA.
Summary
The U.S. Food and Drug Administration's (FDA) proposed menthol ban faced negative reactions on TikTok, with users sharing ways to circumvent it and attributing the ban to political and racial motives. Targeted marketing from alternative product companies and advocacy groups was also observed.
Area of Science:
- Public Health
- Social Media Analysis
- Tobacco Control Policy
Background:
- The U.S. Food and Drug Administration (FDA) announced plans to ban menthol cigarettes and cigars in April 2021.
- Research indicates a menthol ban could reduce tobacco-related disease initiation and disparities.
- The tobacco industry has historically opposed such policies and influenced public opinion.
Purpose of the Study:
- To explore public discourse on TikTok regarding the FDA's proposed menthol ban.
- To understand user attitudes, content themes, and influential actors within the #mentholban hashtag.
- To inform communication strategies and policy implementation for tobacco control.
Main Methods:
- Mixed-methods design utilizing a TikTok web scraper for content extraction (n=171).
- Coded posts for 11 themes and analyzed content with descriptive statistics.
- Conducted semantic network analysis of co-occurring hashtags and examined post metadata.
Main Results:
- Predominantly negative attitudes towards the menthol ban announcement were observed.
- A significant volume of content focused on "hacks" to circumvent the proposed ban.
- Perceived political and racial motivations influenced user assessments, with individuals and organizations shaping content.
Conclusions:
- Targeted marketing by alternative menthol product companies and advocacy organizations was identified.
- Advocacy groups were noted for saturating TikTok with strategic content and hashtags.
- Early evidence of tobacco policy discussion on TikTok, including content creator types and their policy valence, was established.
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