{"title":"北欧自由的味道:尼古丁袋在英国的问题营销。","authors":"Lauren Alex O'Hagan","doi":"10.1177/14550725241270227","DOIUrl":null,"url":null,"abstract":"<p><p><b>Aims:</b> 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. <b>Methods:</b> 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. <b>Results:</b> 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. <b>Conclusion:</b> 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.</p>","PeriodicalId":46180,"journal":{"name":"Nordic Studies on Alcohol and Drugs","volume":" ","pages":"574-598"},"PeriodicalIF":1.9000,"publicationDate":"2024-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.ncbi.nlm.nih.gov/pmc/articles/PMC11572693/pdf/","citationCount":"0","resultStr":"{\"title\":\"A taste of Nordic freedom: The problematic marketing of nicotine pouches in the United Kingdom.\",\"authors\":\"Lauren Alex O'Hagan\",\"doi\":\"10.1177/14550725241270227\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<p><p><b>Aims:</b> 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. <b>Methods:</b> 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. <b>Results:</b> 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. <b>Conclusion:</b> 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.</p>\",\"PeriodicalId\":46180,\"journal\":{\"name\":\"Nordic Studies on Alcohol and Drugs\",\"volume\":\" \",\"pages\":\"574-598\"},\"PeriodicalIF\":1.9000,\"publicationDate\":\"2024-12-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"https://www.ncbi.nlm.nih.gov/pmc/articles/PMC11572693/pdf/\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Nordic Studies on Alcohol and Drugs\",\"FirstCategoryId\":\"90\",\"ListUrlMain\":\"https://doi.org/10.1177/14550725241270227\",\"RegionNum\":3,\"RegionCategory\":\"社会学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"2024/9/3 0:00:00\",\"PubModel\":\"Epub\",\"JCR\":\"Q3\",\"JCRName\":\"SUBSTANCE ABUSE\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Nordic Studies on Alcohol and Drugs","FirstCategoryId":"90","ListUrlMain":"https://doi.org/10.1177/14550725241270227","RegionNum":3,"RegionCategory":"社会学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"2024/9/3 0:00:00","PubModel":"Epub","JCR":"Q3","JCRName":"SUBSTANCE ABUSE","Score":null,"Total":0}
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.