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Health Commun. 2010 Mar;25(2):97-106. doi: 10.1080/10410230903544415.

A content analysis of smoking fetish videos on YouTube: regulatory implications for tobacco control.

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Department of Advertising & Public Relations, Grady College of Journalism and Mass Communication, The University of Georgia, Athens, GA 30605, USA.


This study examined the prevalence, accessibility, and characteristics of eroticized smoking portrayal, also referred to as smoking fetish, on YouTube. The analysis of 200 smoking fetish videos revealed that the smoking fetish videos are prevalent and accessible to adolescents on the website. They featured explicit smoking behavior by sexy, young, and healthy females, with the content corresponding to PG-13 and R movie ratings. We discuss a potential impact of the prosmoking image on youth according to social cognitive theory, and implications for tobacco control.

[Indexed for MEDLINE]

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