What are we learning on social media about shisha? a case study of top 50 short English youtube shisha videos

Kehinde Kazeem Kanmodi1,2,3,4*, Oluwatobi Emmanuel Adegbile1,2,3, Ifeoluwa Oluwasolafunmi Ogidan1,2,3, Precious Ayomide Kanmodi1,2,3,5
1Tobacco Research & Advocacy Group, Cephas Health Research Initiative Inc, Ibadan, Nigeria.
2Campaign for Head and Neck Cancer Education (CHANCE) Program, Cephas Health Research Initiative Inc, Ibadan, Nigeria.
3Mental and Oral Health Development Organization Inc, Birnin Kebbi, Nigeria.
4Department of Community Health, Aminu Musa Habib College of Health Science and Technology, Yauri, Nigeria.
5Department of Statistics, Federal University of Technology, Akure, Nigeria.

Download full article in pdf format

Abstract

Introduction: Shisha smoking is a cause of tobacco-induced diseases. There are numerous videos publicizing shisha smoking on social media. This study assessed the 50 most viewed short English shisha videos on YouTube.
Material and Methods: Using a filtered single search of short YouTube English videos tagged shisha, top 50 videos were downloaded between 2:15pm and 6:00pm (GMT +1) on January 19, 2020. Quantitative and qualitative data were obtained from the videos and analysed.
Results: The analysed videos had a mean (±SD): view rate of 1,917,311.71 (±8,001,059.574) views, like rate of 17,953.92 (±75,945.679) likes, and dislike rate of 1,243.26 (±5,454.373) dislikes. Thirty-five videos showed a scene where male person(s) was/were smoking shisha, 34 showed scenes of indoor shisha smoking, and 3 showed scenes where shisha mouthpiece is shared among persons. However, only 5 videos relayed information about the dangers of shisha smoking to viewers.  Furthermore, analysis of the additional notes attached to many of these videos showed that most of the videos were uploaded primarily to: teach their viewers on how to make/smoke shisha; and/or advertise the latest shisha brands.
Conclusion: There are diverse videos publicizing shisha on the YouTube media; while many of these videos encouraged shisha smoking practice, only few of them discouraged such.

Keywords: Shisha, Water-pipe, Hookah, Tobacco, Smoking, Social media, YouTube, Impact, Behaviour, Education.
Yen Med J. 2020;2(4):38 – 47.

Cite this article: Kanmodi KK, Adegbile OE, Ogidan IO, Kanmodi PA. What are we learning on social media about shisha? A case study of top 50 short English youtube shisha videos. Yen Med J. 2020;2(4):38 – 47.

REFERENCES

  1. Akl EA, Gaddam S, Gunukula SK, Honeine R, Jaoude PA, Irani J. The effects of waterpipe tobacco smoking on health outcomes: a systematic review. Int J Epidemiol. 2010;39(3):834–857.
  2. Jawad M, Khaki H, Hamilton F. Shisha guidance for GPs: eliciting the hidden history. Br J Gen Pract. 2012;62(595):66–67.
  3. British Heart Foundation. Shisha. Available from: https://www.bhf.org.uk/heart-health/risk-factors/smoking/shisha. Accessed December 1, 2019.
  1. Zaid K, Azar-Maalouf E, Barakat C, Chantiri M. p53 Overexpression in Oral Mucosa in Relation to Shisha Smoking in Syria and Lebanon. Asian Pac J Cancer Prev. 2018;19(7):1879–1882.
  2. van der Merwe N, Banoobhai T, Gqweta A, Gwala A, Masiea T, Misra M, et al. Hookah pipe smoking among health sciences students. S Afr Med J. 2013;103(11):847–849.
  3. Dawood OT, Rashan MAA, Hassali MA, Saleem F. Knowledge and perception about health risks of cigarette smoking among Iraqi smokers. J Pharm Bioallied Sci 2016;8(2):146–151.
  4. Misek R, Patte C. Carbon monoxide toxicity after lighting coals at a hookah bar. J Med Toxicol. 2014;10(3):295–298.
  5. Kadhum M, Sweidan A, Jaffery AE, Al-Saadi A, Madden B. A review of health effects of smoking shisha. Clin Med (Lond). 2015;15(3):263–266.
  6. Sepetdjian E, Saliba N, Shihadeh A. Carcinogenic PAH in waterpipe charcoal products. Food Chem Toxicol. 2010;48(11):3242–3245.
  7. Hammal F, Chappell A, Wild TC, Kindzierski W, Shihadeh A, Vanderhoek A, et al. ‘Herbal’ but potentially hazardous: an analysis of the constituents and smoke emissions of tobacco-free waterpipe products and the air quality in the cafes where they are served. Tob Control. 2015;24(3):290–297.
  8. Masters N, Tutt C, Yaseen N. Waterpipe tobacco smoking and cigarette equivalence. Br J Gen Pract. 2012;62(596):127.
  9. Cobb CO, Sahmarani K, Eissenberg T, Shihadeh A. Acute toxicant exposure and cardiac autonomic dysfunction from smoking a single narghile waterpipe with tobacco and with a “healthy” tobacco-free alternative. Toxicol Lett. 2012;215(1):70–75.
  10. Salloum RG, Asfar T, Maziak W. Toward a regulatory framework for the waterpipe. Am J Public Health. 2016;106(10):1773–1777.
  11. Mohammed FA, Kanmodi KK, Fagbule OF, Adesina MA, Njideka NJ, Sadiq HA. Shisha smokers’ desire to quit shisha smoking habit: findings from a Nigerian pilot survey. Glob Psychiatry. 2019;2(1):37–41.
  12. Kanmodi KK, Fagbule OF, Aladelusi TO. Prevalence of shisha (waterpipe) smoking and awareness of head and neck cancer among Nigerian secondary school students: A preliminary survey. Int Public Health J. 2018;10(2):209–214.
  13. Aanyu C, Kadobera D, Apolot RR, Kisakye AN, Nsubuga P, Bazeyo W, et al. Prevalence, knowledge and practices of shisha smoking among youth in Kampala City, Uganda. Pan Afr Med J. 2019;32:61.
  14. Ramôa CP, Eissenberg T, Sahingur SE. Increasing popularity of waterpipe tobacco smoking and electronic cigarette use: Implications for oral healthcare. J Periodontal Res. 2017;52(5):813–823.
  15. Martinasek MP, McDermott RJ, Martini L. Waterpipe (hookah) tobacco smoking among youth. Curr Probl Pediatr Adolesc Health Care. 2011;41(2):34–57.
  16. Carroll MV, Chang J, Sidani JE, Barnett TE, Soule E, Balbach E, et al. Reigning tobacco ritual: waterpipe tobacco smoking establishment culture in the United States. Nicotine Tob Res. 2014;16(12):1549–1558.
  17. Afifi R, Khalil J, Fouad F, Hammal F, Jarallah Y, Abu Farhat H, et al. Social norms and attitudes linked to waterpipe use in Esatern Mediterranean Region. Soc Sci Med. 2013;98:125–134.
  18. 10 Social media statistics you need to know in 2020 [Infographic]. Available from: https://www.oberlo.com/blog/social-media-marketing-statistics. Accessed Jan 23, 2020.
  1. Ibe E, Abamuche J. Effects of audiovisual technological aids on students’ achievement and interest in secondary school biology in Nigeria. 2019;5(6):e01812.
  2. Elaheebocus SMRA, Weal M, Morrison L, Yardley L. Peer-based social media features in behavior change interventions: systematic review. J Med Internet Res. 2018;20(2):e20.
  3. 10 Youtube stats every marketer should know in 2020 [Infographic]. Available from: https://www.oberlo.com/blog/youtube-statistics. Accessed Jan 23, 2020.
  1. About YouTube. Available from: https://www.youtube.com/about/. Accessed Jan 23, 2020.
  2. World Health Organization. Tobacco. Available from: https://www.who.int/news-room/fact-sheets/detail/tobacco. Accessed Jan 25, 2020.
  3. WHO Study Group on Tobacco Product Regulation (TobReg). Advisory note: waterpipe tobacco smoking: health effects, research needs and recommended actions by regulators. 2nd ed. Geneva: World Health Organization; 2015. Available from: https://apps.who.int/iris/bitstream/handle/10665/161991/9789241508469_eng.pdf. Accessed Jan 23, 2020.
  4. Current World Population. Available from: https://www.worldometers.info/world-population/. Accessed Jan 23, 2020.
  5. Kanmodi KK, Mohammed FA, Nwafor NJ, Fagbule OF, Adesina MA, Aliyu BM, et al. Poor knowledge of the harmful effects of shisha among shisha smokers: Findings from a preliminary survey in Northwest Nigeria. Med Univ. 2019;2(2):49–56.
  6. Aniwada EC, Uleanya DN, Ossai EN, Nwobi EA, Anibueze M. Tobacco use: prevalence, pattern, and predictors, among those aged 15-49 years in Nigeria, a secondary data analysis. Tob Induc Dis. 2018;16:17.
  7. Aanyu C, Ddamulira JB, Nyamurungi K, Ediau M, Bazeyo W. Knowledge, attitudes and practices of Shisha smoking among youths in Kampala, Uganda. Tob Induc Dis. 2018;16(Suppl 1):A484.
  8. Rami K, Makvana BJ, Thakor NC. Knowledge, attitude and practices of hookah smoking among medical students in Gujarat, India: a cross sectional study. Int J Adv Med. 2015;2(4):397–400.
  9. Anjum Q, Ahmed F, Ashfaq T. Knowledge, attitude and perception of water pipe smoking (Shisha) among adolescents aged 14-19 years. J Pak Med Assoc. 2008;58(6):312–317.
  10. Kanmodi KK, Amoo BA, Sopeju AE, Adeniyi OR. Oral cancer and oral sex: Awareness and practice among nursing students in Ibadan metropolis, Nigeria. Asian J Med Health. 2017;2(4):29935.
  11. Kanmodi KK, Nnebedum N, Bello M, Adesina M, Fagbule OF, Adesoye O. Head and neck cancer awareness: A survey of young people in international communities. Int J Adolesc Med Health. 2019; Nov 28. [Online ahead of print].
  12. Adesina MA, Kanmodi KK, Fagbule OF, Ogunmuko T. Unfavorable family background is associated with smoking at youthful age. Int J Child Health Hum Dev. 2019;12(2):139–144.
Scroll to Top
× Chat