Centre for Alcohol and Drug Research

Perceptions of E-Cigarettes among Black Youth in California

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  • Catherine Hess, Prevention Research Center, Oakland, CA, United States
  • Tamar Antin, Prevention Research Center, Oakland, CA, The Institute for Scientific Analysis, United States
  • Rachelle Annechino, Prevention Research Center, Oakland, CA, United States
  • Geoffrey Hunt
Research suggests that Black youth are less likely to use e-cigarettes than their white counterparts, yet little is known as to why. We examined perceptions of e-cigarettes among Black young adults (ages 18–25) to explore the meanings these youth ascribe to e-cigarettes and the role that identity plays in how these devices are viewed. Analysis of in-depth interviews with 36 Black smokers and non-smokers in the San Francisco Bay Area suggests that Black youth perceive e-cigarettes as serving distinct, yet overlapping roles: a utilitarian function, in that they are recognized as legitimate smoking cessation tools, and a social function, insofar as they serve to mark social identity, specifically a social identity from which our participants disassociated. Participants described e-cigarette users in highly racialized and classed terms and generally expressed disinterest in using e-cigarettes, due in part perhaps to the fact that use of these devices would signal alignment with a middle class, hipster identity. This analysis is discussed within a highly charged political and public health debate about the benefits and harms associated with e-cigarette use. View Full-Text
Keywords: ENDS; Black youth; cultural commodity; identity
Original languageEnglish
Article number14
JournalInternational Journal of Environmental Research and Public Health
Number of pages11
Publication statusPublished - 11 Jan 2017

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