â¢Common themes. â¢How can ... Understanding key themes within attached photographs. â¢Nvivo 10 ... Last night was too sick #Hookah #Food #Friends (url).
Shisha and social media: understanding online perceptions of waterpipe smoking Dr Aimee Grant and Hannah O’Mahoney, Institute of Primary Care and Public Health, Cardiff University
Cardiff University Respiratory Bequest Fund
Overview •Use of social media to understand behaviour •Research Design •Data collected •Semiotics (positive/negative/unclassifiable) •Common themes •How can we use these findings to improve public health?
Tobacco use and social media • Social media can provide unique insight into health: timely and large samples (Sloan et al., 2014) •Tobacco companies using Twitter to engage with (potential) customers (Freeman, 2012; Burton et al, 2013)
• BUT, can also be used as a health promotion tool (Hefler et al, 2012; Hamil et al, 2013)
Research design • Aim: to understand how waterpipe smoking is discussed on Twitter • Tweets downloaded using TAGS v5.1*
• 8 hashtags (#): shisha, sheesha, hookah, nargile, narghile, waterpipe, hubblebubble, arghila
• 1 week period in July 2014
• Ramadan • World Cup • Some data collection issues, but all resolved *http://mashe.hawksey.info/2013/02/twitter-archive-tagsv5/
Data collected by # HASHTAG
TOTAL
#HOOKAH
5648
#SHISHA
3032
#NARGILE #SHEESHA #WATERPIPE #HUBBLEBUBBLE
610 253 106 11
#NARGHILE #ARGHILA TOTAL
11 0 9,671
Analysis •Semiotic (Edwards et al., 2013) • Analysis of language to understand if it is positive, negative or neutral • Use of emoticons :) and emojis 🐰 🚬 💨
•Thematic (Braun and Clare, 2006) • Understanding key topics and themes within the textual data
•Documentary analysis (Ferguson, 2006; Ball, 2011) • Understanding key themes within attached photographs
•Nvivo 10 (HO’M) •Validity checks (AG)
Who tweets about waterpipe use? Origin
Number
% of data to be analysed
Unclassifiable User Business
2328 1496 551
52% 34% 12%
Geographical blogger Health agency
30
0.7%
27 7 4439
0.6% 0.2%
Media TOTAL
Data excluded from analysis
Semiotics Semiotic
Number
Percentage
Positive
2229
50% (90% of user tweets)
Living the DREAM :) #atlanticcity #doac #bungalow #hookah #beach #menshealth #actor #bartender #fun… (url).
Negative
64
1.4%
Dating an Arab is gonna have my lungs all kinds of fucked up. #Hookah #Everyday? (url)
Positive and negative
32
0.7%
I wanna glass hookah but they all cost like $300 #nahh #hookah
Unclassifiable
2114
NB: 3646 tweets contained urls
48%
Themes: consumption with… •Other people – 432 (25% of user tweets) • Wednesday Funday with the girls ✌️😜 #manisandpedis #dinner #vapianos #drinks #hookah #crave
•Alcohol – 338 (27% of premises tweets) • #NOW !!!!! #NiceWeather #DC #Lima #PushHappyHour #Sushi #Hookah #Cocktails #Tapas & $10 Valet… (url)
•Food – 170 (20% of premises tweets)
• Last night was too sick #Hookah #Food #Friends 👍(url)
•Non-alcoholic drinks -63 • After a crazy huge Persian dinner nothing is better then #hookah and tea #lastnight #latertweet (url)
• Drugs (cannabis) -41 • my crib den turned into the #hookah spot for my friends and i but i don't care...as long as they provide the flava an the weed :)
Themes: associated activities •Football-120 • This game is getting me crazy😧 smoking #Hookah watching the game come on #ARG #TeamArgentina 😀😀💙💚
•Party – 113 • #Hookah!!! #DayParty #ATL @ Prive Nightclub (url)
•Music – 107 (13% of premesis) • #exoticsundays is place to be right now #ultra bad ass #dj #hookah #music #dancing going crazy fuck… (url)
•Watching TV -31 • Finally get to just relax #Hookah #Food #Netflix #Tired
Themes: other •Friends -251 •Health risks – 227 •Smoke/ smoke rings – 150 •Emotions: love - 108; happy -42 •Public Health messages – 31 •Partner/boyfriend/girlfriend - 22 •Addiction – 21 •Smoking alone - 12
Conclusions • The dominant voice is that of users • Lack of public health use of Twitter (worldwide) • Businesses promote their venues as places to use waterpipe alongside food and alcohol • Overall high level of ‘positive’ tweets, lack of reporting of health risks • Thematic analysis shows waterpipe smoking as a sociable and enjoyable activity • Need for further research: tobacco and social media content, and how it can be used in public health interventions