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.

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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.


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