The Normalization of Vaping on TikTok Using Computer Vision, Natural Language Processing, and Qualitative Thematic...

Area of Science:

• Digital Health
• Social Media Analysis
• Public Health Communication

Background:

• Social media, particularly TikTok, positively portrays vaping, normalizing its use.
• Vape content is accessible on TikTok despite regulations on controlled substances.
• Understanding youth-targeted vaping promotion strategies on TikTok is crucial.

Purpose of the Study:

• To comprehensively describe direct and indirect themes promoting vaping on TikTok.
• To analyze how these themes normalize vaping behavior for youth audiences.
• To inform public health communication and regulatory policies on TikTok vaping endorsements.

Main Methods:

• Collected 14,002 TikTok posts using 50 vape-related hashtags.
• Employed k-means clustering and qualitative thematic analysis for post categorization.
• Utilized ResNet50 machine learning model for visual feature extraction and analysis.

Main Results:

• Identified 5 major themes: vape product marketing, TikTok influencers, general vape content, vape brands, and vaping cessation.
• TikTok influencers integrated vaping into popular culture and social practices.
• Vaping was depicted as a normal, routine aspect of daily life.

Conclusions:

• Computational and qualitative analyses confirm vaping normalization on TikTok.
• Everyday conversations, promotions, and influencer content contribute to this normalization.
• Findings offer insights for public health initiatives and regulatory policies.