社群媒體中的電子煙傳播圖像－立法管制前後的觀察

E-Cigarette Images in Social Media: Observations Before and After Legislative Control

10.7022/JHPHE.202406_(58).0004

柯舜智(Shun-Chih Ke)；鍾起惠(Chi-Hui Chung)

電子煙 ； 傳播策略 ； 社群媒體 ； 菸害防制 ； 公共衛生 ； E-cigarettes ； Communication Strategies ； Social Media ； Tobacco Control ； Public Health

健康促進與衛生教育學報

58期（2024 / 06 / 30）

91 - 120

繁體中文;英文

目標：電子煙不僅危害身體健康，還會產生抽菸成癮的入門效應，對青少年影響尤其嚴重。2023年3月22日施行菸害防制法的修法條例，全面禁止電子煙在網路等媒體行銷。然而社群媒體是青少年最主要的資訊來源，因此，本文試圖了解修正法案施行前與施行後電子煙在社群媒體的傳播圖像，探討修正法案對電子煙傳播的影響。方法：本研究採用網路內容分析及文本分析，使用「電子煙」等六個名稱，分析Facebook、Instagram、Dcard與YouTube，在修正法案施行前後各半年的貼文或影片。結果：發現將電子煙納入法律管制，確實影響電子煙在社群媒體的訊息傳播。因應法案實施，電子煙的社團、粉專或貼文等數量，呈現一致性的減少現象。FB的公開社團大量變更為私密社團；IG使用ejuice、奶茶、太空狗等親切可愛的名詞取代電子煙。Dcard將購買電子煙的訊息轉化成政策的討論，YouTube的影片也從使用經驗分享變成政策告知與討論。結論：受到法案的施行，電子煙在社群媒體的傳播，出現三種現象；「減少訊息的傳播量」，「變更訊息的特質」以及「轉移訊息的主題」，建議持續觀察電子煙在社群媒體的傳播情形；同時要求社群媒體落實社群守則，讓社群媒體不再成為電子煙宣傳與行銷的場域。

Objective: This study aims to examine the impact of recent legislative amendments on the dissemination of electronic cigarettes (e-cigarettes) in social media. E-cigarettes not only pose health risks but also serve as potential gateways to nicotine addiction, particularly affecting adolescents. The amended Tobacco Hazards Prevention Act, effective March 22, 2023, prohibits e-cigarette marketing on digital media. Given that social media serves as a primary information source for youth, this research investigates changes in e-cigarette communication pre- and post-enforcement of the amendments. Method: Using network content and textual analysis, this study analyzed posts and videos related to e-cigarettes on Facebook, Instagram, Dcard, and YouTube. Data were collected over six months before and after the implementation of the legislative amendments. Six key search terms including "electronic cigarette" were utilized to capture relevant content. Results: Following the regulatory enforcement, there was a noticeable reduction in the volume of e-cigarette-related content across social media. Public groups in Facebook shifted significantly to private settings, while Instagram adopted euphemistic terms such as "ejuice," "milk tea," and "space dogs" to replace direct references to e-cigarettes. Discussions on Dcard and YouTube transitioned from user experiences to policy debates. Conclusion: The findings highlight three main trends in e-cigarette communication pre- and post-legislation: decreased message dissemination, changed message characteristics, and a shift in thematic content. Continuous monitoring of e-cigarette discourse on social media is recommended, alongside stricter enforcement of community guidelines to prevent these social media from serving as venues for e-cigarette promotion and marketing.