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Social Data Collaboratory @ NORC

@sdc.norc.org
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NORC’s Social Data Collaboratory (SDC) brings together a diverse team of experts, including social scientists, data scientists, and communication researchers to explore how digital and social media shape and reflect public opinions and behavior.

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Social Data Collaboratory @ NORC @sdc.norc.org · 29/07/2026
We shared our research at the NIH Tobacco Regulatory Science Meeting! We found innovative ways to track tobacco marketing and show how social media normalizes nicotine as a wellness enhancer. These insights will help inform smarter strategies for tobacco regulation and prevention.
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Social Data Collaboratory @ NORC @sdc.norc.org · 08/07/2026
We presented our study on U.S. e-cigarette prevention campaigns at #ICA26. Traditional engagement metrics can mask structural vulnerabilities in digital communication networks. Effective public health strategies must account for network structure & platform architecture, not just message content.
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Social Data Collaboratory @ NORC @sdc.norc.org · 07/05/2026
New from NORC’s Social Data Collaboratory: We analyzed 48M+ tweets to study how influencer content relates to youth substance use. This work shows how local social media environments may shape real-world behavior. See the full article here: doi.org/10.1016/j.so...
doi.org
Redirecting
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Social Data Collaboratory @ NORC @sdc.norc.org · 29/04/2026
New research finds nearly 9% of U.S. youth and young adults have sought online firearm-related harm information. Risk was higher among those facing structural disadvantage, violence exposure, and mental health challenges—highlighting urgent prevention needs. #PublicHealth doi.org/10.1001/jama...
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Social Data Collaboratory @ NORC @sdc.norc.org · 22/04/2026
Our new study sheds light on what shapes public attitudes toward people with OUD and those with criminal legal involvement + why it matters for policy. Higher stigma = more support for punitive policies & less for harm reduction. Targeted messaging matters. #PublicHealth doi.org/10.1176/appi...
doi.org
Beyond High Versus Low: Differentiating Levels of Stigma Toward Opioid Use Disorder and Criminal Legal Involvement | Psychiatric Services
Objective:This study aimed to identify distinct profiles of the level of stigma held toward individuals with opioid use disorder and those with criminal legal involvement (CLI) and to examine the demo...
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Social Data Collaboratory @ NORC @sdc.norc.org · 15/04/2026
🚨 New research alert Opposition to youth e-cigarette campaigns looks very different across platforms: • Twitter (X): highly coordinated and amplified • TikTok: smaller, meme- & humor-driven 📌 Takeaway: public health strategies must be platform specific. www.jmir.org/2026/1/e83791
jmir.org
Opposition to Youth e-Cigarette Prevention Campaigns on Twitter and TikTok: Cross-Platform Observational Mixed Methods Analysis
Background: Youth e-cigarette use rose sharply between 2013 and 2024 in the United States, prompting widespread prevention campaigns at national, state, and local levels. However, many campaigns encou...
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Social Data Collaboratory @ NORC @sdc.norc.org · 02/04/2026
~50% of adults on TikTok see gambling content; half of exposures come from the top 10% of users. With #MarchMadness in full swing, check out early findings from NORC at the University of Chicago’s data‑donation study on betting content across social media: www.norc.org/research/lib...
norc.org
Online Sports Betting Hits Social Feeds—But Not Evenly, New NORC Study Finds | NORC at the University of Chicago
An analysis of users’ data from TikTok, Facebook, and Instagram finds 10 percent of users saw about 50 percent of all gambling content.
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Social Data Collaboratory @ NORC @sdc.norc.org · 25/03/2026
Your social media feed is a "digital diet" dictated by algorithms, and it isn’t the same for everyone. New research from @norc.org ’s Social Data Collaboratory (SDC) reveals massive disparities in food/beverage marketing exposure. 🧵 1/3
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Social Data Collaboratory @ NORC @sdc.norc.org · 18/03/2026
How do researchers keep pace with the ever-shifting landscape of social media behavior? 📱 Meet Mateusz Borowiecki, a senior research analyst at @norc.org’s Social Data Collaboratory (SDC), and an expert in finding that answer. 🧵 1/3
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Social Data Collaboratory @ NORC @sdc.norc.org · 11/03/2026
That’s a wrap on #SRNT2026! 📸 Huge congrats to SDC at @norc.org's Chandler Carter for an amazing job presenting our team's research on digital nicotine promotion, synthetic marketing, and the decline of online tobacco prevention campaigns. Proud of the team!
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NORC at the University of Chicago @norc.org · 03/03/2026
Central to our work is a commitment to responsible data collection. Our @sdc.norc.org pioneered an “ethically sourced” data donation model that puts social media users in control of their own data, allowing them to share it directly with researchers under strict privacy-protective protocols.
A person is holding a smartphone, with a focus on the screen. The image's text reads: "Using 'Ethically Sourced' Social Media Data for Research." Below, it mentions how social media users' donated data reveals the impact of targeted advertising.The image is an informational graphic titled,  "Using ‘Ethically Sourced’ Social Media Data for Research" by NORC is shown. It outlines key points about a "data donation" model developed by NORC's Social Data Collaboratory. The points discussed include studying social media marketing's impact on health behaviors, finding that food and beverage ads target specific communities more, and highlighting the importance of user-donated data in understanding social media's broader societal impact.
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Social Data Collaboratory @ NORC @sdc.norc.org · 04/03/2026
Is the "AI takeover" a looming reality or a clever illusion created by human steering? @soubhikbarari.bsky.social, a Senior Research Scientist at @norc.org’s SDC, breaks down why the "Moltbook" phenomenon is less about sentient agents and more about "dogs with walkie-talkies." #Moltbook 🧵
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Social Data Collaboratory @ NORC @sdc.norc.org · 04/03/2026
We're very excited to conduct more work using our data donation method! Getting an inside look into people's social media experiences has large scale implications for public health, culture, and society at large.
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Social Data Collaboratory @ NORC @sdc.norc.org · 25/02/2026
Our SRNT presentation schedule is up! SDC’s Chandler Carter will present research on synthetic nicotine advertising, nicotine’s promotion as a performance enhancer, and the structural decline of online tobacco control campaign impact. See the full schedule: srnt.joynmeeting.com/conference_h...
srnt.joynmeeting.com
Conference Lobby
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NORC at the University of Chicago @norc.org · 21/11/2025
New NORC research using donated social media data reveals disparities in Facebook food and beverage ad exposure that may influence dietary choices and health outcomes. Access the full analysis: go.norc.org/3LLXYnX @sdc.norc.org
A bar chart titled "SPOTLIGHT ON HEALTH: Average number of food and beverage ads seen daily by the adults exposed to these ads," featuring data sorted by age, race/ethnicity, and household income. The age categories are 18-29, 30-39, 40-49, and 50-59, with corresponding ad exposures. Race/ethnicity categories include Non-Hispanic Black and Non-Hispanic White, and household income ranges from less than $30,000 to $100,000 and above, also with corresponding ad exposures. There is a NORC at the University of Chicago logo and a note that the data is from Facebook ads.
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Social Data Collaboratory @ NORC @sdc.norc.org · 18/02/2026
A new SDC paper investigating high school alcohol and smokeless tobacco co-use finds that teen boys and student athletes are significantly more likely to use both, while female students are more likely to either drink or use smokeless products. Learn more: pubmed.ncbi.nlm.nih.gov/41492419/
pubmed.ncbi.nlm.nih.gov
Differences in the Use of Smokeless Tobacco, Alcohol, and Co-Use Among U.S. High-School Students: Analysis of National Youth Risk Behavior Survey Data - PubMed
The strong yet asymmetric relationship suggests that smokeless tobacco users may be a crucial target for alcohol prevention. The distinct risk patterns for concurrent use-particularly among males and other tobacco users-indicate that prevention strategies should likely differ between concurrent and …
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Social Data Collaboratory @ NORC @sdc.norc.org · 12/02/2026
SDC is going to SRNT 2026 in Baltimore this March! Three of our abstracts have been accepted, covering performance-enhancing marketing of nicotine, the structural weakness of social media tobacco prevention campaigns, and national marketing of synthetic nicotine products. See you there!
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Social Data Collaboratory @ NORC @sdc.norc.org · 04/02/2026
🚨 New research alert! 🚨 Our new paper out in AJPM this week finds that online e-cigarette prevention campaigns are systematiclaly drowned out by widespread opposition driven by a small number of highly active users, undermining their effectiveness. Learn more! doi.org/10.1016/j.am...
doi.org
Redirecting
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Social Data Collaboratory @ NORC @sdc.norc.org · 28/01/2026
🚨 New research alert! 🚨 New SDC research confirms a fragmented info landscape surrounding the opioid crisis: Republicans learn about the crisis more on social media and Democrats in print, the highly educated in web searches and others on TV. Learn more! pubmed.ncbi.nlm.nih.gov/41231088/
pubmed.ncbi.nlm.nih.gov
Social Position and Opioid Crisis Information: Patterns of Active Seeking and Passive Exposure Among US Adults - PubMed
Research suggests associations between public understanding and support for evidence-based responses to the ongoing opioid crisis, yet communication inequality theory indicates that social position may systematically influence access to health information. This study examines demographic correlates …
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Social Data Collaboratory @ NORC @sdc.norc.org · 24/09/2025
SDC's Alex Kresovich joined an invite-only @arnoldventures.bsky.social event last week to tackle the U.S. fentanyl crisis. He shared insights from his research on media's role in substance use to help forge solutions. #PublicHealth #DataForGood
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Social Data Collaboratory @ NORC @sdc.norc.org · 17/09/2025
Great to be at #NCTOH2025 in Chicago recently! Our researchers Miao Feng & Yoonsang Kim presented new work from our team at the Social Data Collaboratory at NORC (co-authored by Sherry Emery) on social media's role in tobacco control. 🧵
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Social Data Collaboratory @ NORC @sdc.norc.org · 20/08/2025
We're launching a NIDA-funded study on the marketing of alternative tobacco products (ATPs)—like vapes, hookah, and heated tobacco—on social media and the impacts on use among youth. Exploring Instagram, TikTok & more. Stay tuned for more information! #tobaccocontrol #publichealth
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Social Data Collaboratory @ NORC @sdc.norc.org · 13/08/2025
Why do many anti-stigma campaigns for opioid use disorder struggle to connect? Our qualitative study in Health Communication provides a critical answer. This work is part of @norc.org's NIDA-funded Justice Community Opioid Innovation Network, led by Alex Kresovich. #HealthCommunication #Stigma
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Social Data Collaboratory @ NORC @sdc.norc.org · 06/08/2025
New study in Preventive Medicine on firearm violence victimization among youth/young adults led by @norc.org's Bruce Taylor with collaborators E. Mumford, W. Liu, J. Sheridan-Johnson, C. Lancaster, SDC’s C. Carter & K. Mitchell (UofNH). www.sciencedirect.com/science/arti... #ViolencePrevention
sciencedirect.com
Firearm violence victimization among youth and young adults: A socio-ecological analysis of risk and protective factors
To examine individual, interpersonal, community/societal, and policy-level risk and protective factors associated with firearm violence victimization …
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Social Data Collaboratory @ NORC @sdc.norc.org · 30/07/2025
Time for a real-world data puzzle. 🧩 This brand's online sentiment took a nosedive, as you can see in the chart. What was the primary cause of the chaos? HINT: Zooming in on the search terms is very helpful. 😉 #DataPuzzle #DataViz #SocialListening #DataAnalytics
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Social Data Collaboratory @ NORC @sdc.norc.org · 23/07/2025
How do you build an active science-learning community on Twitch? We partnered with NOVA PBS as part of a larger Slover Linett at @norc.org study to analyze their "Building Stuff" channel and find the secrets to engagement. The answers aren't what you might think. 🧵 #SciComm #STEM #Twitch
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Social Data Collaboratory @ NORC @sdc.norc.org · 16/07/2025
Our "digital diets" are shaped by ad targeting, and new @norc.org research found Black & Hispanic users see more food & beverage ads online - but it depends on which app they're using. Presenting our findings at #NCHCMM2025. 🧵 (1/4)
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Social Data Collaboratory @ NORC @sdc.norc.org · 09/07/2025
How do health campaigns cut through online misinformation? Meet @fengmiao.bsky.social, a senior research scientist at our Social Data Collaboratory and an expert in finding that answer. We sat down with Miao for a Q&A. Read on in the thread! 👇 #MeetTheSDC #DataScience #PublicHealth #SciComm
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Social Data Collaboratory @ NORC @sdc.norc.org · 02/07/2025
#Fireworks or #hotdogs for the 4th? 🎆🌭 Our social data shows fireworks dominate the chatter, but the sentiment is surprisingly negative (think pet safety!). Hot dog talk, however, leans positive. A fun peek at how SDC at @norc.org analyzes public opinion. Wishing you a safe and happy 4th!
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Social Data Collaboratory @ NORC @sdc.norc.org · 25/06/2025
A current SDC project studies hidden patterns of support and opposition to tobacco prevention messaging online. Using sophisticated machine learning, we have analyzed thousands of posts for coordination in opposition, misinformation, and marketing. Check out more: tinyurl.com/3jzzevrx
tinyurl.com
Using Innovative Machine Learning to Detect Support and Opposition to E-Cigarette Use Prevention Messaging on Twitter and TikTok | NORC at the University of Chicago
First study to examine the content, sources, and patterns of diffusion of E-cigarette prevention campaigns
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Social Data Collaboratory @ NORC @sdc.norc.org · 19/06/2025
SDC was at #ICA2025! Our presentation explores how platform-specific dynamics shape resistance to anti-vaping campaigns, with Twitter enabling coordinated and discoursive resistance while TikTok favors decentralized, affective parody. Check out the presentation on LinkedIn: tinyurl.com/3zvmam6c
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Social Data Collaboratory @ NORC @sdc.norc.org · 11/06/2025
We recently worked with Truth Initiative to explore the spread of medical disinfo on Twitter. The results: 23% of top retweeted URLs covered the claim that tobacco use mitigates COVID, with vape advocates often acting as “gatewatchers” spreading false claims. View more: tinyurl.com/2e7xvwpm
jmir.org
The Influence of Provaping “Gatewatchers” on the Dissemination of COVID-19 Misinformation on Twitter: Analysis of Twitter Discourse Regarding Nicotine and the COVID-19 Pandemic
Background: There is a lot of misinformation about a potential protective role of nicotine against COVID-19 spread on Twitter despite significant evidence to the contrary. We need to examine the role ...
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Social Data Collaboratory @ NORC @sdc.norc.org · 05/06/2025
As more U.S. states legalize cannabis, two of our SDC team members recently teamed up with the Truth Foundation to study how cannabis and tobacco use are connected. They found a strong link between youth cannabis use and later nicotine initiation. Learn more: pmc.ncbi.nlm.nih.gov/articles/PMC...
pmc.ncbi.nlm.nih.gov
Youth and Young Adult Blunt Use Predicts Progression to Other Nicotine Product Use in the United States
Little cigars or cigarillos (LCCs) are frequently modified to smoke cannabis (“blunts”) by youth and young adults. This study investigated whether young blunt users who are otherwise nicotine-naïve ar...
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Social Data Collaboratory @ NORC @sdc.norc.org · 16/05/2025
🚭 At #WAPOR2025, Simon Page shared SDC research on how youth e-cigarette campaigns face social media backlash. 99% opposition on X, 15% on TikTok—yet evidence-based posts had 92% more reach. #EciagrettePrevention #YouthHealth #DigitalPublicHealth
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Social Data Collaboratory @ NORC @sdc.norc.org · 16/05/2025
🎬 At #WAPOR2025, Nada Adibah shared new findings from NORC + Truth Initiative: tobacco in films still influences youth—especially via streaming. 35% of top 2022 films had tobacco; exposure linked to use and intent. #TobaccoControl #YouthHealth #PublicHealth #StreamingMedia
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Soubhik Barari @soubhikbarari.bsky.social · 13/05/2025
Of course, there is a ton more @norc.org work being presented including from @sdc.norc.org and @apnorc.bsky.social. Check out the full NORC roster ⬇️. We'll see you there! www.norc.org/events/2025-...
norc.org
80th Annual AAPOR Conference | NORC at the University of Chicago
The American Association for Public Opinion Research (AAPOR) holds its 80th Annual Conference on May 14-16, 2025, in St. Louis, Missouri.
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Social Data Collaboratory @ NORC @sdc.norc.org · 09/05/2025
SDC is headed to #WAPOR2025! Nada Adibah shares how tobacco in films (theater + streaming) affects youth use. Simon Page presents on e-cigarette prevention campaigns on social media. Going to WAPOR? Say hi or DM us! #TobaccoControl #YouthHealth #SocialData #WAPOR #MediaEffects #PublicHealth
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NORC at the University of Chicago @norc.org · 18/04/2025
Interesting 🧵about new NORC research on the challenges public health campaigns face on social media.
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Social Data Collaboratory @ NORC @sdc.norc.org · 17/04/2025
🚨 New from our team at NORC’s Social Data Collaboratory: “Tweeted, Trolled, Twisted” just published in Journal of Health Communication. We analyzed 620K tweets tied to 14 youth e-cigarette prevention campaigns. 43% of posts? Opposition.
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Soubhik Barari @soubhikbarari.bsky.social · 31/03/2025
New in 𝗧𝗼𝗯𝗮𝗰𝗰𝗼 𝗖𝗼𝗻𝘁𝗿𝗼𝗹 w/my @sdc.norc.org colleagues @kostygina.bsky.social, Chandler Carter, @andarist.bsky.social, and @sherryemery.bsky.social: on political appeals in nicotine pouch ads. (Which, as "Torches of Freedom", reminds us, is not new). PDF version: soubhikbarari.com/writings/tuc...
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Social Data Collaboratory @ NORC @sdc.norc.org · 26/03/2025
🎉 @norc.org's SDC team recognized among top 10 social media marketing researchers! Dr. @sherryemery.bsky.social (3rd), Dr. Kim (8th), and Dr. @kostygina.bsky.social (9th) honored for their substantial contributions to the field. #ResearchExcellence Full analysis: link.springer.com/article/10.1...
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Social Data Collaboratory @ NORC @sdc.norc.org · 19/03/2025
SDC Team Spotlight: Meet Chandler C. Carter! Chandler, a Research Scientist at @norc.org's SDC, has 7+ years of expertise in social media & survey research. From tobacco prevention to vaccine attitudes, she drives key public health insights! Learn more: www.norc.org/about/expert...
norc.org
Chandler C. Carter | NORC at the University of Chicago
Chandler is a mixed-methods researcher specializing in the analysis of social media and survey data.
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Social Data Collaboratory @ NORC @sdc.norc.org · 12/03/2025
🌟 Social Media Archive Project 🌟 Our analysis of 30M+ social posts revealed how online discourse shaped policy differently than GSS survey data. Key finding: Sustained pro-life advocacy influenced policy despite majority pro-choice polling. Learn more: www.norc.org/research/pro... #SocialData
norc.org
Mapping Public Discourse Through Social Media Data | NORC at the University of Chicago
Mapping how social media content shapes American public opinion through data science analysis
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Social Data Collaboratory @ NORC @sdc.norc.org · 05/03/2025
Substance use influences gambling – but not equally across racial/ethnic groups. Stimulants had the strongest ties, with notable trends among Hispanic, Black, and White adults. As mobile betting rises, how can we tailor prevention efforts? See our findings. #Gambling #SubstanceUse #PublicHealth
sciencedirect.com
High stakes: Associations between substance use and gambling behaviors by race in the United States
This study examined how substance use patterns influence gambling behaviors across racial/ethnic groups, amid expanding legalization of both substance…
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Social Data Collaboratory @ NORC @sdc.norc.org · 26/02/2025
Discover how social media ads affect people in Sherry Emery's latest Expert Voices. Using ethically sourced data, we reveal ad targeting disparities by race, ethnicity, education, income, and location. Let’s collaborate! Read more: www.norc.org/research/lib...
norc.org
Using ‘Ethically Sourced’ Social Media Data to Study Health Marketing Algorithms | NORC at the University of Chicago
Social media users’ donated data reveals how targeted advertising may affect people.
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Reposted by Social Data Collaboratory @ NORC
Ruth Malone, RN, PhD @remalone.bsky.social · 19/02/2025
Let’s rethink X
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Social Data Collaboratory @ NORC @sdc.norc.org · 19/02/2025
Who drives tobacco policy talk on Twitter (X)? Our research shows industry-affiliated voices dominate, not public sentiment. Of 58 top users, 50 were e-cig advocates & 24 had ties to Big Tobacco. Let’s rethink “public opinion.” Learn more: journals.sagepub.com/doi/10.1177/... #TobaccoPolicy
journals.sagepub.com
Sage Journals: Discover world-class research
Subscription and open access journals from Sage, the world's leading independent academic publisher.
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Social Data Collaboratory @ NORC @sdc.norc.org · 12/02/2025
🌟 Curious how social media impacts society? 🌟 At the Social Data Collaboratory (SDC) at @norc.org, we explore how platforms shape health, politics, and culture using AI, ethical research, and public resources. 🌐 Learn more: norc.org/sdc
norc.org
Social Data Collaboratory | NORC at the University of Chicago
We navigate the complex social data landscape to derive actionable insights for personal and societal well-being.
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NORC at the University of Chicago @norc.org · 07/02/2025
NORC’s “data donation” pilot is a powerful new model for social media research. @sdc.norc.org director Sherry Emery writes about how social media users can share their social data with researchers to study the health and policy impacts of social media marketing and communication. go.norc.org/4huc34c
Promotional poster for "Ethically Sourced Social Media Data," featuring a person using a smartphone near a window with a reflective star decal. The text promotes a new model for social media research, focusing on using donated social media data.“Social media companies have strong incentives to keep user data from outside researchers despite the potential good that could come from understanding how social media marketing and algorithms affect the public.”

Sherry Emery
Director Social Data Collaboratory
Senior Fellow, Public Health
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Social Data Collaboratory @ NORC @sdc.norc.org · 05/02/2025
Flavored tobacco products are a leading factor in youth initiation, with social media amplifying the trend. Our new study explores these patterns and the need for effective public health strategies. Let’s work together to protect youth! Read more: pubmed.ncbi.nlm.nih.gov/39348776/
pubmed.ncbi.nlm.nih.gov
Flavored combustible tobacco product initiation in two longitudinal youth cohorts in the US Population Assessment of Tobacco and Health Study: 2013-2016 and 2016-2019 - PubMed
Frequent social media use was associated with flavored CTP initiation among youth who used CTPs. Youth who had ever vaped and Black youth were less likely to initiate with flavored CTPs.
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