Abstract
Electronic cigarette use has increased in popularity among young people, including young women. While research on e-cigarettes has advanced, most of it focuses on prevalence, knowledge and attitudes, cessation and economic aspects. Very little is known about the social aspects of e-cigarettes. In addition, evidence regarding perspectives among e-cigarette users and gender is limited. This study therefore explored social narratives among peers engaging with e-cigarette use and how this differs from discourses on other forms of tobacco use.
This qualitative study used an interpretive research paradigm. Data was collected from focus group discussions guided by a discussion guide. The sample comprised 11 young women aged between 18 and 25 years who were using e-cigarettes. They constituted three focus groups. Braun and Clarke’s (2006) thematic analysis was employed to analyse data and identify themes. NVivo was used to identify codes and themes.
Four key themes emerged: 1) the use of e-cigarettes 2) experiences of using e-cigarettes, 3) perceived benefits of using e-cigarettes, and 4) the social and community impact of using e-cigarettes. The findings reflected unanimity among study participants on various themes, but there were some differences. For example, peer influence was identified as a prominent reason for e-cigarette use. Other reasons included using e-cigarettes for stress management. Participants believed there were gendered experiences of e-cigarette use because society seems to be biased against women and more accepting towards men who use these products – women are judged and called names. Participants mentioned that different generations had different perceptions of e-cigarette use. Some participants were aware of the health effects of e-cigarettes but still maintained that e-cigarette use was a choice. Participants were more accepted among peers who use e-cigarettes and the younger generation, but experienced judgement and shame from older persons in their families and communities. The frequently mentioned reasons for using e-cigarettes included peer influence, peer pressure, to fit in, to ease stress and increase social media followers since photos are posted on social media platforms when vaping.
The key recommendation from this study is that further research should be conducted on the social aspects of e-cigarette use to explore social narratives at a national scale and should be representative of all race groups.