{"id":6042,"date":"2017-01-12T03:22:42","date_gmt":"2017-01-12T11:22:42","guid":{"rendered":"https:\/\/keck.usc.edu\/news\/instagram-documents-rising-hookah-use-2\/"},"modified":"2024-02-12T11:01:55","modified_gmt":"2024-02-12T19:01:55","slug":"instagram-documents-rising-hookah-use-2","status":"publish","type":"post","link":"https:\/\/keck.usc.edu\/news\/instagram-documents-rising-hookah-use-2\/","title":{"rendered":"Instagram documents rising hookah use"},"content":{"rendered":"\n \n \n\n\n\n\n\n\n\n
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Instagram documents rising hookah use<\/h1>\n\n\n<\/div>\n \n \n
\n \n January 12, 2017<\/span>\n <\/div>\n \n \n
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Research study examines the social contexts of hookah use<\/em><\/p>\n

<\/figure>\n

Social media is giving researchers insight into the rising use of hookah, according to a study out of USC’s Department of Population and Public Health Sciences.<\/p>\n

Hookah, smoked through a water pipe and also known as shisha, has harmful health effects similar to cigarettes. But as cigarette use declined between 2005 and 2015 in the U.S, hookah use increased.<\/p>\n

New data from social media documents thousands of people using hookah in social settings and nightlife establishments using social media to promote hookah use.<\/p>\n

Investigators from the Keck School of Medicine of USC analyzed Instagram to capture and document the social and environmental context in which individuals use, and are marketed, hookah-related products.<\/p>\n

\u201cBy focusing on social media data we can quickly discover emerging problems posed to public health, directly observing what the public is experiencing, doing and thinking almost in real-time,\u201d said postdoctoral fellow Jon-Patrick Allem, who led the study with research scientist Kar-Hai Chu.<\/p>\n

Hookah on Social Media<\/h4>\n

The study, published Jan. 11 in Nicotine & Tobacco Research<\/a>, describes how the researchers analyzed posts on Instagram between Feb. 19 and May 19, 2016, by combining the hashtag #hookah with a geo-location inside the contiguous U.S.<\/p>\n

Their analysis of more than 5,000 posts determined overarching themes within the images. More than a third were promotional material for hookah lounges, restaurants, bars and nightclubs, while a quarter depicted people lounging and using a hookah. Other themes included photos of a person blowing smoke or of stylized pipes.<\/p>\n

Hookah promotion on social media was not surprising, said Jennifer Unger, co-author and USC professor of preventive medicine. However a third of the images showcased or referenced alcohol, suggesting nightlife entertainment regularly depicts, and promotes, using multiple substances\u2014\u201ca clear justification for a public health response.\u201d<\/p>\n

\u201cInstagram\u2019s focus on images facilitates picture-based advertising where hookah lounges promote drink specials at the same time nightclubs promote hookah specials,\u201d said Chu. \u201cOur findings could be of great importance to public health as tobacco use facilitates greater intake of alcohol and vice versa.\u201d<\/p>\n

A Public Health Response<\/h4>\n

Researchers did not find promotional material discouraging hookah use in their data. \u201cInstagram users may see pictures of their friends and family enjoying themselves in social settings where hookah use is a focus,\u201d said Tess Boley Cruz, co-author and assistant professor. \u201cGiven the potential diffusion of such images through social media, it will be important for tobacco control researchers to develop programs to combat the positive imagery, and potential normalization, of hookah use on Instagram.\u201d<\/p>\n

The study raises concern about particular U.S. tobacco control laws, which allow hookah to be used inside certain establishments. \u201cThe removal of policy exceptions in the U.S. would likely prevent hookah use from being part of nightlife promotion and entertainment in the future,\u201d said Allem.<\/p>\n

The research was funded by the National Cancer Institute and the FDA Center for Tobacco Products (Grant #P50CA180905).<\/em><\/p>\n

\u2014 By Larissa Puro<\/p>\n\n\n\n<\/div>\n <\/div>\n\n\n <\/div><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":22,"featured_media":6043,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"advgb_blocks_editor_width":"","advgb_blocks_columns_visual_guide":"","footnotes":"","_links_to":"","_links_to_target":""},"categories":[7],"tags":[81,20],"class_list":["post-6042","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-campus-news","tag-department-of-population-and-public-health-sciences","tag-research"],"acf":[],"yoast_head":"\nInstagram documents rising hookah use<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/keck.usc.edu\/news\/instagram-documents-rising-hookah-use-2\/\" \/>\n<meta property=\"og:locale\" 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