#studydrugs-Persuasive posting on Instagram.

ABSTRACT

BACKGROUND: Unregulated use of pharmaceuticals for cognitive enhancement has become a topic of growing concern, as recent studies indicate a growing prevalence in several countries. Prescription stimulants, also termed Study drugs (SDs) are typically accessed through peers but new studies show that social media platforms may play an important role in the diffusion of these pharmaceuticals. While there is scholarly focus on supply and purchasing practices, other aspects of drugs on social media have received less attention. The aim of this article is to show how SDs are portrayed on Instagram and to discuss some of the implications. METHODS: To find and collect Instagram posts related to SDs we conducted hashtag searches with a number of relevant terms; #studydrugs, #nootropics, #cognitiveenhancers, #smartdrugs, and #modafinil. A total of 563 posts including a selection of post comments, were included in the study and analyzed using the Content Analysis method. RESULTS: SD-related posts can be categorized into four main types; sales advertisement, personal experience, public information, and motivational quotes. Regardless of its kind, the majority of posts mainly express a positive sentiment towards SDs and SD use. Comments below posts show that people are influenced by SD-related posts and use Instagram for a variety of reasons in relation to their own SD praxis CONCLUSION: This study reveals that Instagram is used to facilitate not only access to SDs, but also a great deal of communication that generally seeks to motivate, promote or encourage the use of pharmaceuticals for enhancement. The positive sentiment towards SDs may play an important role as it provides a false sense of security to current and potential users by posting content that portrays this kind of drug use as the easy and safe solution to social and personal pressures of becoming a successful individual.