A Content Analysis of Salvia Divinorum Use on YouTube
The Journal of Public and Professional Sociology January 23, 2013 Brent A. Paterline, Maria J Albo 4 citations
Most people who posted videos of themselves using the hallucinogenic drug Salvia divinorum on YouTube were white males using the drug in a group setting. After use, most experienced a brief, expansive trip characterized by laughter and enjoyment. However, videos showing negative or constrictive experiences were much more popular among viewers. Mass communication channels like YouTube may play an important role in learning about drugs, alongside peer groups. Social learning theory and diffusion of innovations theory help explain the recent rise in Salvia divinorum's popularity on the Internet.