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A comparison of cigarette- and hookah-related videos on YouTube

Carroll, MV and Shensa, A and Primack, BA (2013) A comparison of cigarette- and hookah-related videos on YouTube. Tobacco Control, 22 (5). 319 - 323. ISSN 0964-4563

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Objective YouTube is now the second most visited site on the internet. The authors aimed to compare characteristics of and messages conveyed by cigarette- and hookah-related videos on YouTube. Methods Systematic search procedures yielded 66 cigarette-related and 61 hookah-related videos. After three trained qualitative researchers used an iterative approach to develop and refine definitions for the coding of variables, two of them independently coded each video for content including positive and negative associations with smoking and major content type. Results Median view counts were 606 884 for cigarettes-related videos and 102 307 for hookah-related videos (p<0.001). However, the number of comments per 1000 views was significantly lower for cigaretterelated videos than for hookah-related videos (1.6 vs 2.5, p1/40.003). There was no significant difference in the number of 'like' designations per 100 reactions (91 vs 87, p1/40.39). Cigarette-related videos were less likely than hookah-related videos to portray tobacco use in a positive light (24% vs 92%, p<0.001). In addition, cigarette-related videos were more likely to be of high production quality (42% vs 5%, p<0.001), to mention short-term consequences (50% vs 18%, p<0.001) and long-term consequences (44% vs 2%, p<0.001) of tobacco use, to contain explicit antismoking messages (39% vs 0%, p<0.001) and to provide specific information on how to quit tobacco use (21% vs 0%, p<0.001). Conclusions Although internet user-generated videos related to cigarette smoking often acknowledge harmful consequences and provide explicit antismoking messages, hookah-related videos do not. It may be valuable for public health programmes to correct common misconceptions regarding hookah use.


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Item Type: Article
Status: Published
CreatorsEmailPitt UsernameORCID
Carroll, MV
Shensa, Aariel.shensa@pitt.eduARS146
Primack, BAbprimack@pitt.eduBPRIMACK
Date: 1 September 2013
Date Type: Publication
Journal or Publication Title: Tobacco Control
Volume: 22
Number: 5
Page Range: 319 - 323
DOI or Unique Handle: 10.1136/tobaccocontrol-2011-050253
Schools and Programs: School of Medicine > Medicine
School of Nursing > Nursing
School of Medicine > Pediatrics
Refereed: Yes
ISSN: 0964-4563
MeSH Headings: Humans; Internet; Smoking; Tobacco Products; Videotape Recording
Other ID: NLM NIHMS387886, NLM PMC3655091
PubMed Central ID: PMC3655091
PubMed ID: 22363069
Date Deposited: 29 Jul 2014 21:36
Last Modified: 04 Feb 2019 15:58


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