Promotion of waterpipe tobacco use, its variants and accessories in young adult newspapers

A content analysis of message portrayal

Kymberle L. Sterling, Craig S. Fryer, Ban Ahmed Majeed, Melissa M. Duong

Research output: Contribution to journalArticle

10 Citations (Scopus)

Abstract

The objective of our study was to identify waterpipe tobacco smoking advertisements and those that promoted a range of products and accessories used to smoke waterpipe tobacco. The content of these advertisements was analyzed to understand the messages portrayed about waterpipe tobacco smoking in young adult (aged 18-30) newspapers. The study methods include monitoring of six newspapers targeting young adults from four major cities in the Southeastern United States over a 6-month period. A total of 87 advertisements were found; 73.5% (64) were distinct and content analyzed. The study results showed that of the advertisements analyzed, 25% advertised waterpipe tobacco smoking, 54.7% featured waterpipe tobacco smoking and other tobacco use, 14.1% featured non-tobacco waterpipe variants (i.e. vaporizers), and 6.3% featured waterpipe apparatus accessories (e.g. charcoal, hoses). The sociability (34%) and sensuality (29.7%) of waterpipe smoking were promoted themes. Alternative to cigarette use messages (3.1%), and harm-reduction messages (17.1%) emphasized that smoking waterpipe tobacco using the featured accessory or waterpipe variant was a healthier experience than cigarette smoking. The study concluded that the messages that promoted waterpipe tobacco smoking to young adults are parallel to those used to promote cigarette use. Tobacco control professionals should continue to monitor young adult newspapers as a source of waterpipe-related advertising.

Original languageEnglish (US)
Pages (from-to)152-161
Number of pages10
JournalHealth Education Research
Volume30
Issue number1
DOIs
StatePublished - Feb 1 2015

Fingerprint

Newspapers
Tobacco Use
nicotine
young adult
Young Adult
content analysis
newspaper
promotion
smoking
Smoking
sensuality
Tobacco Products
Tobacco
sociability
Southeastern United States
Harm Reduction
Nebulizers and Vaporizers
Charcoal
monitoring
Smoke

ASJC Scopus subject areas

  • Education
  • Public Health, Environmental and Occupational Health

Cite this

Promotion of waterpipe tobacco use, its variants and accessories in young adult newspapers : A content analysis of message portrayal. / Sterling, Kymberle L.; Fryer, Craig S.; Majeed, Ban Ahmed; Duong, Melissa M.

In: Health Education Research, Vol. 30, No. 1, 01.02.2015, p. 152-161.

Research output: Contribution to journalArticle

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