An Analysis of Tobacco Placement in Youtube Cartoon Series The Big Lez Show.

Introduction: Social media platforms such as YouTube provide largely unregulated opportunities for covert tobacco product placement that immerse viewers in evolving narratives and surrounding fan-created material. A Winfield Blues product placement appeared in series 3 of The Big Lez Show, a "crude comedy," DIY animation web series that has garnered more than 70 million views. Methods: We used a netnographic approach that adapts the traditional, in-person participant observation techniques of ethnography to investigate this online fan and associated paratexts, and conducted a frame-by-frame analysis of the most pertinent 12 minutes and 5 seconds of animation, and 250 pages of paratexts. Results: The Big Lez show links "Winnie Blues" to seemingly authentic virtual content, including memes, merchandise, discussion groups, and even smartphone apps. These para, or secondary texts, surround the original content, provide opportunities for brand co-creation in online fan forums, and integrate tobacco brands in everyday life. Conclusions: The Big Lez Show integrates Winnie Blues with popular culture and raises important questions about how social media facilitates tobacco product placement. Policy responses include encouraging social media platforms to include tobacco within webmaster guidelines and requiring site owners to demonstrate their content reaches only those legally able to purchase tobacco.