在TikTok上探索#MentholBan:主题和语义网络分析
Miao Feng1, Steven Binns1, Sherry Emery1
1Social Data Collaboratory, Public Health, NORC at the University of Chicago, Chicago, IL, USA.
概括
美国食品和药物管理局 (FDA) 拟议的薄荷禁令在TikTok上遇到了负面反应,用户分享了规避禁令的方法,并将禁令归因于政治和种族动机. 还观察到来自替代产品公司和倡导团体的有针对性的营销.
科学领域:
- 公共卫生 公共卫生
- 社交媒体分析 社交媒体分析
- 烟草控制政策 烟草控制政策
背景情况:
- 美国食品和药物管理局 (FDA) 宣布计划于2021年4月禁止薄荷香烟和雪茄.
- 研究表明,禁用薄荷醇可以减少与烟草有关的疾病发病和差异.
- 烟草行业历来反对这种政策,并影响了公众论.
研究的目的:
- 为了探索TikTok上关于FDA拟议的薄荷禁令的公共话语.
- 了解用户的态度,内容主题,以及在#mentholban标签中具有影响力的参与者.
- 为烟草控制的沟通策略和政策实施提供信息.
主要方法:
- 混合方法设计使用TikTok网络抓取器进行内容提取 (n=171).
- 编码了11个主题的帖子,并通过描述性统计数据分析了内容.
- 进行了对同时出现的标签的语义网络分析,并检查了后期元数据.
主要成果:
- 观察到对薄荷醇禁令公告的负面态度占主导地位.
- 相当多的内容集中在"黑客"来规避拟议的禁令.
- 感知到的政治和种族动机影响了用户的评估,个人和组织塑造了内容.
结论:
- 确定了替代薄荷产品公司和倡导组织的有针对性的营销.
- 倡导团体被注意到以战略性内容和标签和TikTok.
- 早期证据表明TikTok上的烟草政策讨论,包括内容创作者类型及其政策价值.
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