Message Valence, Industry Influence, and Stakeholder Narratives in Global Conversations on Tobacco Harm Reduction: Content Analysis.

ABSTRACT:

Background

Tobacco harm reduction (THR) has become increasingly prominent in global tobacco discourse, with industry actors and advocates actively shaping messaging on social media platforms.

Objective

This study aimed to analyze how THR is discussed on X (formerly known as Twitter), examining message valence toward THR (pro, anti, mixed, or none), stakeholder participation, geographic and temporal variation, and the involvement of industry and THR advocates.

Methods

We conducted a content analysis of 17,361 posts related to THR from 87 countries, published between July 2019 and December 2023. Thematic analysis was used to identify dominant narratives.

Results

Pro-THR posts comprised the majority (12,393/17,361, 71.4%), followed by anti-THR (3925/17,361, 22.6%)

SUBMITTER: Jun J 

PROVIDER: S-EPMC12582543 | biostudies-literature | 2025 Nov

REPOSITORIES: biostudies-literature