Tweeted, Trolled, Twisted: Battling for Narrative Control in E-Cigarette Use Prevention Campaigns (2014-2020).

IF 3.1 2区医学 Q1 COMMUNICATION

Journal of Health Communication Pub Date : 2025-03-28 Epub Date: 2025-02-06 DOI:10.1080/10810730.2025.2462682

Miao Feng, Chandler C Carter, Simon Page, Sherry L Emery, Hy Tran, Ganna Kostygina

引用次数: 0

Abstract

This study identifies and analyzes X (formerly Twitter) posts related to 14 e-cigarette use prevention campaigns from 2014 to 2020, assessing message volume, content, sources, potential reach and engagement. Using supervised machine learning, we classified 618,965 tweets, finding 43% contained opposition messaging. Two regional campaigns received the highest levels of opposition, with over 99% of related tweets classified as opposition. However, prevention/neutral messages exhibited 92% higher potential reach than opposition messages. Geolocation analysis suggested that regional campaigns may have struggled to focus their impact within targeted jurisdictions. These findings illustrate the dual role of social media as both an amplifier of prevention messages and a platform for oppositional narratives, underscoring the need for public health practitioners to develop adaptive strategies to enhance the impact of digital campaigns.

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推特、喷子、扭曲：在电子烟使用预防运动中争夺叙事控制（2014-2020）。

本研究确定并分析了2014年至2020年期间与14项预防电子烟使用活动相关的X条（以前的Twitter）帖子，评估了消息量、内容、来源、潜在覆盖范围和参与度。使用监督式机器学习，我们对618965条推文进行了分类，发现43%包含反对信息。两个地区的竞选活动遭到了最高程度的反对，超过99%的相关推文被归类为反对。然而，预防/中立信息的潜在到达率比反对信息高92%。地理定位分析表明，区域活动可能难以将其影响集中在目标辖区内。这些发现说明了社交媒体的双重作用，既是预防信息的放大器，也是对立叙事的平台，强调了公共卫生从业人员需要制定适应性战略，以解决错误信息并增强数字运动的影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Health Communication Multiple-

CiteScore

5.60

自引率

4.50%

发文量

期刊介绍： Journal of Health Communication: International Perspectives is the leading journal covering the full breadth of a field that focuses on the communication of health information globally. Articles feature research on: • Developments in the field of health communication; • New media, m-health and interactive health communication; • Health Literacy; • Social marketing; • Global Health; • Shared decision making and ethics; • Interpersonal and mass media communication; • Advances in health diplomacy, psychology, government, policy and education; • Government, civil society and multi-stakeholder initiatives; • Public Private partnerships and • Public Health campaigns. Global in scope, the journal seeks to advance a synergistic relationship between research and practical information. With a focus on promoting the health literacy of the individual, caregiver, provider, community, and those in the health policy, the journal presents research, progress in areas of technology and public health, ethics, politics and policy, and the application of health communication principles. The journal is selective with the highest quality social scientific research including qualitative and quantitative studies.