Sharing risk experiences of polydrug use on YouTube

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Kataja , K , Hakkarainen , P , Koivula , L M P & Hautala , S 2018 , ' Sharing risk experiences of polydrug use on YouTube ' , Drugs and Alcohol Today , vol. 18 , no. 3 , pp. 188-197 . https://doi.org/10.1108/DAT-03-2018-0013

Title: Sharing risk experiences of polydrug use on YouTube
Author: Kataja, Kati; Hakkarainen, Pekka; Koivula, Lauri Matti Petteri; Hautala, Sanna
Contributor: University of Helsinki, Centre for Research on Addiction, Control and Governance
Date: 2018
Language: eng
Number of pages: 11
Belongs to series: Drugs and Alcohol Today
ISSN: 1745-9265
URI: http://hdl.handle.net/10138/299263
Abstract: Purpose The purpose of this paper is to discuss what kinds of messages about the risks of polydrug use are mediated in YouTube video blogs and on what kinds of norms and values do the vloggers base these messages. Design/methodology/approach The data consist of 12 YouTube videos where vloggers share their own experiences of the risks and harms of polydrug use. In the analysis, the actantial model of Greimas' theory of structural semiotics was applied. Findings Two main types of videos were identified - sobriety and controlled use - where polydrug use has different meanings. In sobriety videos, polydrug use is presented as the heavy use of multiple substances. In the videos dealing with controlled use, polydrug use is taken as the combining of certain substances. Whereas the sobriety videos emphasized total abstinence from all substances due to their destructiveness, the videos about controlled use emphasized risk awareness when combining substances. Despite modern digital media and a new generation operating in this space, the messages of the risks of polydrug use mainly repeat those of familiar discourses. Originality/value This paper offers an analytical insight into the ways in which the risks of polydrug use are conceptualized in a YouTube context that is increasingly gaining a foothold among the youth. Greimas' actantial model offers a fruitful tool to find semiotic meanings that hide under the surface. The model has not been applied in previous drug research.
Subject: 5141 Sociology
YouTube
Harm reduction
Polydrug use
Greimas' actantial model
Sobriety
Vlogging
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