Publication Date

2026

Document Type

Dissertation/Thesis

First Advisor

Sikapokoo, Grace

Degree Name

M.A. (Master of Arts)

Legacy Department

Department of Communication

Abstract

This study examines the sustainability of e-cigarette or vaping prevention messaging on X (formerly Twitter) and the message-design strategies used by public health institutions to maintain message visibility over time. Using the McGuire Communication/Persuasion Model and Media Framing theoretical frameworks, the research employs a qualitative thematic analysis based on Braun and Clarke’s six-phase approach to analyze 506 tweets from official accounts affiliated with the Centers for Disease Control and Prevention (CDC) and the U.S. Food and Drug Administration (FDA). The findings reveal that prevention messages are sustained through repeated core warnings and reinforcement of institutional authority rooted in scientific and regulatory credibility. Institutions also use strategic risk framing, calls to action, and external resource-focused messages that encourage audiences to seek information and discuss vaping risks with others. These findings highlight how institutional credibility, message repetition and strategic framing contribute to sustaining prevention messaging, while pointing to the need for future research to examine how these sustain messaging influences audience engagement and long-term behavioral outcomes.

Extent

62 pages

Language

en

Publisher

Northern Illinois University

Rights Statement

In Copyright

Rights Statement 2

NIU theses are protected by copyright. They may be viewed from Huskie Commons for any purpose, but reproduction or distribution in any format is prohibited without the written permission of the authors.

Media Type

Text

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