Motivations for use, identity and the vaper subculture: a qualitative study of the experiences of Western Australian vap
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RESEARCH ARTICLE
Open Access
Motivations for use, identity and the vaper subculture: a qualitative study of the experiences of Western Australian vapers Kahlia McCausland1* , Jonine Jancey1, Tama Leaver2, Katharina Wolf3, Becky Freeman4 and Bruce Maycock1,5
Abstract Background: Vaping 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. Methods: Working 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. Results: Vapers 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. Conclusions: Understanding 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. Keywords: E-cigarettes, Vapers, Qualitative, Identity, Subculture, Australia
Background Since entering the American market in 2007 [1], ecigarettes have undergone a rapid evolution, with three broad classifications of vaping devices now recognised i) disposable (cig-a-like), ii) closed reusable (vape pen, pod-based), and iii) open reusable (mod) [2]. Cig-a-likes closely resemble a cigarette with a glowing tip that lights up upon inhalation and is disposed of once the e-liquid * Correspondence: [email protected] 1 Collaboration for Evidence, Research and Impact in Public Health, School of Public Health, Curtin University, Bentley, Western Australia 6102, Australia Full list of author information is available at the end of the article
is consumed. Closed reusable systems use replaceable pre-filled cartridges which tend to be limited in functionality (i.e. inability to adjust the temperature) and were originally designed to resemble cigarettes. However, the most recent generation of closed reusable vaping devices, podbased systems, have diverged from cigarettes and now resemble USB sticks
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