Motivations for use, identity and the vaper subculture: a qualitative study of the experiences of Western Australian vapers

Kahlia Mccausland,Bruce Maycock,Jonine Jancey,Becky Freeman,Tama Leaver,Katharina Wolf

doi:10.1186/s12889-020-09651-z

Abstract

BackgroundVaping is a relatively new practice, and therefore its symbolic meanings and social practices are yet to be fully understood, especially within Australia where the practice is strictly regulated. This study aimed to examine vapers motivations for use, reinforcing influences, and association with the vaper subculture.MethodsWorking from a constructivist epistemology and a symbolic interaction framework, in-depth interviews were conducted with a purposive sample of 37 current (89%) and former (11%) adult vapers, 70% male, mean age of 32.5. Data was analysed via thematic analysis.ResultsVapers largely started vaping to quit smoking and underwent common experiences during their initiation phase. Subsequently, vapers tended to adopt one of two dominant identities, that of the ‘cloud chaser’ or the ‘substitute’, which some users moved between during different stages of their vaping career. The social and symbolic meaning of e-cigarettes and vaping varied and involved concepts of harm reduction, addiction, pleasure, stigma and community, and for some, connection to the vaper subculture.ConclusionsUnderstanding the complexities of vaping, and the nuanced differences of ‘cloud chasers’ and ‘substitute’ vapers may have important implications for health communication, research and policy. E-cigarette users within this sample were not a homogeneous group and differed in their motivations for use, association with the vaper subculture and relationship with the vape community. These findings provide new insights into the socialisation process and subsequent identity adoption of vapers within the unique regulatory environment of Western Australia.

Highlights

Vaping is a relatively new practice, and its symbolic meanings and social practices are yet to be fully understood, especially within Australia where the practice is strictly regulated
Two identities and approaches to vaping emerged from the data, which we labelled ‘substitute’ vapers and ‘cloud chasers’ after the dominant vaper identities constructed by Tokle and Pedersen [15]
Cloud chasing is the act of expelling large amounts of vapour using an e-cigarette, we use the term in a broader, more symbolic sense

Summary

Introduction

Vaping is a relatively new practice, and its symbolic meanings and social practices are yet to be fully understood, especially within Australia where the practice is strictly regulated. McCausland et al BMC Public Health (2020) 20:1552 their inception, they have transformed into high-tech nicotine delivery devices appealing to both non-smokers and youth [4], an outcome largely stemming from increased investment by the tobacco industry [5]. This investment has contributed to their use moving beyond their touted role as a nicotine replacement and tobacco cessation device, to a social, recreational and sensory delivery device [6] associated with new rituals and social practices [7]. Research has investigated the rise in ‘alternative’ e-cigarette use behaviours such as dripping (i.e. applying e-liquid directly on the atomiser) [12] and vape tricks (i.e. creating shapes from exhaled aerosol) [12, 13] which may contribute to the perception that ecigarettes are ‘cool’ or to be used for recreation [13]

Objectives

Methods

Results

Discussion

Conclusion