Electronic cigarettes in films and media

09-24-2024

Electronic cigarettes in movies and media: A changing representation

Since their appearance on the market in the early 2000s, electronic cigarettes, or "vape", have gradually gained popularity, to the point of becoming a true societal phenomenon. As their use grew, it was inevitable that e-cigarettes would make their way into movies, television series and the media. But how is this new way of consuming nicotine represented on the screen, and what impact can it have on public perception?

A new image of the cigarette

The traditional cigarette has long been an iconic accessory in cinema, used to give a character an air of mystery, rebellion or sophistication. Classic movies from the 1950s and 1960s are full of iconic images of actors like James Dean or Audrey Hepburn holding a cigarette, creating a deep connection between smoking and popular culture. With changing mentalities and awareness of the dangers of smoking, these images have become rare on screen.

However, the electronic cigarette, which is perceived by many as a less harmful alternative, is beginning to take over. In recent movies and series, there has been a significant increase in the number of characters using vaping devices. Whether in modern comedies, thrillers or even documentaries, the e-cigarette is often associated with a certain modernity or a nonconformist spirit.

Vaping in TV series

The series, which often have a significant influence on societal trends, did not fail to include scenes where characters vape. For example, in popular series like "House of Cards" or "Orange is the New Black", several characters are observed adopting electronic cigarettes. In these works, vaping is often shown in a neutral or slightly positive way as a practical alternative to smoking or as a way of relaxing.

However, some critics point to the risk that this standardization on screen encourages young viewers to adopt vaping, especially since these scenes highlight stylish, cool or influential characters.

Movies and vaping: an ambiguous message

In cinema, the electronic cigarette remains a more nuanced subject. It can sometimes be used to highlight the modernity of a character or, in some cases, show a form of addiction or dependence without resorting to tobacco. In films like "Nerve" (2016), vaping is represented in a casual way, showing the electronic cigarette as an everyday object, almost banal.

Other films explore a more critical aspect of vaping. For example, recent documentaries address the potential dangers of e-cigarettes, especially for youth, by highlighting studies on nicotine addiction that vaping can create.

Impact on public perception

Media representation of e-cigarettes can play a major role in the public’s perception of vaping. While some fiction works present e-cigarettes as a less harmful alternative to the traditional cigarette, others raise important questions about its long-term health effects.

Young people in particular are often more sensitive to cultural influences conveyed by the media. Studies have shown that exposure to vaping scenes in movies and series can encourage curiosity, even adoption of the practice, especially in a context where vaping is perceived as "cool" or "safe". This explains why some public health organizations have called for a stricter framework for the representation of electronic cigarettes on screen.

The future evolution of vaping representation

As electronic cigarettes continue to evolve and the regulations around their use are becoming stronger, it will be interesting to see how their representation on screen will change in the coming years. With the increasing focus on health risks, especially for young vapers, it is likely that the treatment of this topic will become more nuanced and critical.

Some producers and filmmakers may choose to show the darker realities of vaping, while others will continue to use it as a mere narrative prop. However, the way e-cigarettes are shown in the media will remain a matter of debate, with implications for society, public health and popular culture.

Conclusion

The growing presence of e-cigarettes in movies and series reflects their popularity in real life, while also playing a role in public perception. As current representations oscillate between normalization and criticism, it is essential to ask whether these images influence the way vaping is perceived, especially by young people. In an era when nicotine use is increasingly discussed, the media have a crucial role to play in informing and raising awareness without glorifying this practice.