Drug addiction content in Russian social media: origins, features, user engagement

Drug addiction is one of the most acute modern social issues. The content about drug addiction in the Russian-speaking segment of social media has been analyzed. The types of media and the main topics (news, advertising, humor, etc.) of drug addiction content have been identified, media content features have been highlighted, and audience engagement has been determined. Social media is convenient and easy to use as it allows to share information, but it carries a number of risks. Interactivity, instant distribution of content, uncensored content, and authors’ anonymity are the main factors contributing to illegal materials broadcasting. The Kribrum.Pro Social Media Analysis System was used as a technical tool. Special attention has been paid to the possibilities and limitations of studying deviant phenomena in the Internet environment. For the posts selection, the author’s linguistic query was compiled using a special system of signs, as well as considering alternative names of narcotic substances. The results show that each type of media has its own content, which is explained by the capabilities and moderation policies of specific media platforms. Instant messengers are dominated by advertisements for drug shops and drug couriers, social media is usually dominated by pop culture products about drug addiction (movies, music, and music videos). Blogs have virtually no discussion of drug topics, and the content is multidirectional. Video hosting sites mostly contain materials about “informing and prevention”, “education”, and the content is distributed by rehabilitation centers and medical institutions. In general, the idea of drug addiction in social media can be characterized as ambivalent, that is, there are various, often contradictory images of drug addiction in the media. Platforms are characterized by both normalization and stigmatization, romanticization and idolization of drug addicts from the show business sphere with simultaneous disregard for them.