北欧自由的味道:尼古丁袋在英国的问题营销。

IF 1.9 3区 社会学 Q3 SUBSTANCE ABUSE
Nordic Studies on Alcohol and Drugs Pub Date : 2024-12-01 Epub Date: 2024-09-03 DOI:10.1177/14550725241270227
Lauren Alex O'Hagan
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引用次数: 0

摘要

目的:在英国,尼古丁袋越来越受欢迎,尤其是在年轻人中间。本研究调查了一个领先品牌 Nordic Spirit 的 Instagram 营销策略。研究方法收集了 Nordic Spirit 在 2019 年至 2023 年间发布的 496 篇 Instagram 帖子,并通过定性内容分析将其整理成主题,以确定重复出现的模式。然后,采用多模态批判性话语分析来探索帖子中的不同语言和其他符号资源、它们的意识形态模式以及它们如何共同将尼古丁袋包装成年轻人的必需品。结果:研究确定了 "北欧精神 "针对年轻人的四个关键信息:(1) 有趣和自由;(2) 北欧的幸福;(3) 轻松和谨慎;(4) 健康和科学合理。研究发现,这些广告往往具有误导性,低估了尼古丁的危害,并将尼古丁袋定格为时尚的生活方式产品,而不是吸烟的替代品。结论研究结果强调了这种营销策略在鼓励尼古丁上瘾和依赖方面的危险性。因此,英国政府和广告标准管理局应采取更多措施来打击这些社交媒体帖子,并出台更严格的法规来保护年轻人,维护他们免受剥削。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
A taste of Nordic freedom: The problematic marketing of nicotine pouches in the United Kingdom.

Aims: In the UK, nicotine pouches are growing in popularity, particularly among young people. This study investigated the Instagram marketing strategies of one leading brand, Nordic Spirit. Methods: A total of 496 Instagram posts published by Nordic Spirit between 2019 and 2023 were collected and organised into themes using qualitative content analysis to identify recurring patterns. Then, multimodal critical discourse analysis was employed to explore the different linguistic and other semiotic resources at work in posts, their ideological patterns and how they work together to frame nicotine pouches as an essential product for young people. Results: The study identified four key messages that Nordic Spirit uses to target young people: (1) fun and freedom; (2) Nordic happiness; (3) fuss-free and discreet; and (4) healthy and scientifically rational. It found that posts are often misleading, underplay the dangers of nicotine and frame nicotine pouches as trendy lifestyle products rather than as smoking alternatives. Conclusion: The results underline the dangers of such marketing strategies in encouraging nicotine addiction and dependence. Consequently, the UK government and Advertising Standards Authority should do more to clamp down on these social media posts and introduce tighter regulations to protect young people and uphold their freedom from exploitation.

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来源期刊
CiteScore
3.90
自引率
11.80%
发文量
36
审稿时长
30 weeks
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