Visual framing of vaping: How Instagram influencers shape perceptions of vaping through images

Introduction The increasing popularity of vaping among teenagers and young adults has raised public health concerns, with social media influencers playing a key role in shaping perceptions. This study examines how Instagram influencers use visual framing to construct and disseminate messages about vaping. Methods A qualitative semiotic analysis of 45 Instagram posts from seven international influencers was conducted, with ten posts selected for in-depth analysis. Visual elements were described, coded, and categorized into sign categories and explored using NVivo software. AI tools supported influencer identification and category validation. Ethical approval was obtained to conduct the study in the public interest without requiring influencer consent. Results We identified three dominant themes in the Instagram posts: Freedom of Choice, Lifestyle, and Superpower. The Freedom of Choice frame emphasized personal choice and resistance to vape regulations, often contrasting vaping with smoking. The Lifestyle frame glamorized vaping by associating it with luxury, trendiness, and masculinity, integrating it into aspirational narratives. The Superpower frame appealed to younger audiences through playful imagery, such as references to manga and gaming, normalizing vaping as a symbol of creativity and empowerment. Visuals and hashtags reinforced these frames, fostering community and engagement. Discussion The findings highlight how influencers use culturally resonant visual frames to glamorize vaping and challenge public health narratives. Freedom of Choice framing redefined vaping as a fight for autonomy, while Lifestyle and Superpower frames linked vaping to desirable identities and maturity. Warning labels, intended to deter use, may inadvertently reinforce rebellious and mature connotations. This study underscores the need for public health strategies to counteract the influence of social media content on youth vaping behaviors. Future research should explore audience interpretations and extend the analysis to other platforms like TikTok and YouTube.