在中国的小红湖上用户生成的帖子的电子烟叙述:内容分析
Tingfen Ji1,2,3,4,5, Zhao Liu2,3,4,5,6, Zheng Su2,3,4,5
1China-Japan Friendship School of Clinical Medicine, Capital Medical University, Beijing, China.
Journal of medical Internet research
|July 3, 2025
概括
像Xiaohongshu这样的社交媒体平台是电子烟信息的关键,但传播错误信息. 健康危害内容获得了高参与度,表明了公共卫生教育的潜力.
科学领域:
- 公共卫生 公共卫生
- 数字通信数字通信
- 社交媒体分析 社交媒体分析
背景情况:
- 社交媒体平台在传播电子烟 (电子烟) 信息方面具有影响力.
- 有关误导性电子烟内容的传播存在担忧,特别是在脆弱的年轻人中.
- 小红烟 (RedNote) 是一个重要的平台,在中国年轻人中塑造了电子烟的看法.
研究的目的:
- 分析 Xiaohongshu.shu 上电子烟帖子的内容,主题,用户参与度和情绪.
- 评估影响用户参与平台上电子烟内容的因素.
主要方法:
- 采集和分析了1729个电子烟相关的帖子从小红湖 (一月2020年-十一月2024年) 使用网络抓取.
- 将帖子分类为广告,健康危害,使用互动等;提取关键词.
- 对使用交互帖子进行情绪分析和后勤回归,以确定参与驱动因素.
主要成果:
- 使用互动 (39.39%) 和广告推广 (29.61%) 是主要的主题.
- 危害健康的帖子虽然较少,但获得了最高的喜欢/保存 (OR 1.498).
- 视频帖子产生了更多的评论 (OR 2.624); 53.45%的使用互动帖子是积极的, 33.48%是消极的.
结论:
- 在电子烟推广和公共话语中,小红扮演着双重角色,有误导营销的风险.
- 对健康内容的高度参与表明社交媒体在公共卫生教育中的潜力.
- 迫切需要监管监督和教育活动来打击电子烟的错误信息.
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