Response to the Netflix Docuseries “Big Vape: The Rise and Fall of JUUL”: Mixed Methods Analysis of YouTube Comments Using Qualitative Coding and Topic Modeling Background: On October 11, 2023 Netflix released the docuseries “Big Vape: The Rise and Fall of JUUL,” which chronicled the founding of JUUL, its rise in popularity among youth, and the subsequent public backlash. The official Netflix YouTube channel posted a trailer promoting the docuseries and an official clip from the docuseries. Recent studies have demonstrated the utility of using comments posted under YouTube videos to analyze reactions to the content and discourse around the health topics explored in the video. Objective: We aimed to (1) systematically characterize nicotine and tobacco product (NTP)-related comments and replies posted in response to the docuseries trailer and video clip, and (2) explore integration of automated topic-modeling techniques with traditional human-generated qualitative coding. Methods: We extracted all comments and replies on the aforementioned YouTube clips one month after the docuseries release (n=532). Research assistants manually double-coded the comments using a systematically developed codebook. We also conducted an in-depth qualitative content analysis of all comments coded as potential misinformation. Simultaneously, we employed word clustering techniques including structural topic modeling to identify the overarching topics. Results: Of the 393 (73.8%) relevant comments, 250 (63.6%) expressed NTP sentiment with 42.8% of these (n=107) expressing pro-NTP sentiment and 18.4% (n=46) expressing complex sentiment. The most frequent content category was potential misinformation (27.5%, n= 108). These 108 comments contained 152 individual pieces of misinformation that broadly grouped within 6 themes. With topic modeling, we identified 9 topics that fell within 4 thematic categories. Conclusions: To the best of our knowledge, this is the first study to examine viewer reactions to the docuseries about JUUL. Our analysis of YouTube comments offers insight into current sentiment and misinformation regarding NTPs and highlights the potential utility of using mixed-methods to analyze NTP-related social media data.

JMIR Formative Res: Response to the Netflix Docuseries “Big Vape: The Rise and Fall of JUUL”: Mixed Methods Analysis of YouTube Comments Using Qualitative Coding and Topic Modeling #BigVape #JUUL #Docuseries #Netflix #YouTubeComments

Anyone watched #BigVape yet? On #Netflix?

Have you ever JUULd? Do you still? I’m curious what your thoughts are in light of the documentary.

Is #JUUL a predator, no better than #BigTobacco? Or were their intentions good and were treated unfairly?

#BigVape should’ve mentioned the profit change in regular cigarettes AFTER they essentially took #JUUL down. Would have been a better ending. The real story is the power of “big tobacco” and how they win at all cost - even death.

TabakNee - Campagne vraagt mediaconcerns tabaksreclame te stoppen Een week lang ageerden meer dan 50 gezondheidsorganisaties wereldwijd tegen de uitgevers van lifestyletijdschriften als Cosmopolitan en Vogue, die op hun socialmediakanalen advertenties van PMI combin...

Campaign asks media to stop advertising voor #bigtobacco #bigvape

#Vogue #BAT #PMI easy money. But malignant #Seventeen #Cosmopolitan #ELLE, #Esquire #TeenVogue

#replacementsmokers

www.tabaknee.nl/nieuws/item/...

Go watch #BIGVAPE on #Netflix

I was brought on by the team to draw some of the scenes after they read Hacktivist by Alyssa Milano, Jackson Lanzing and Collin Kelly and saw my art.

Big thanks to Paris Alleyne Joshua Jensen and Marvin Sianipar for assists on the project

Die Dokumentaion #BigVape auf Netflix ist ein echter Augenöffner. Auf einen Schlag wurden ganze Generationen abhängig gemacht - und danach will es keiner gewesen sein, zumindest nicht bewusst. Abartig.