Jaime Sidani

Contributions to Public Health

• My research focuses on the intersection of media and health, with a particular interest in investigating how we can use media and technology in ways that promote health. My work has examined the association between social media use and mental health outcomes, the spread of misinformation on social media, and online marketing of emerging tobacco products (e.g. hookah, e-cigarettes). Much of this work uses novel methodologies such as combining in-depth qualitative, quantitative, and social network data. I am currently conducting a research project in which we are examining nicotine and tobacco misinformation on youth-oriented social media platforms. As a part of my research, I aim to utilize community-based participatory methods, especially when working with adolescents and young adults. I am also committed to developing the research, presentation, and publishing skills of undergraduate and graduate students by providing enriching mentoring opportunities.
• Development and adapting of scales to measure health behavior and perceptions: I developed and validated the U.S. Waterpipe Dependence Scale (USWDS), adapted from validated tobacco use scales, which was the first waterpipe-specific dependence scale for use among U.S. populations. Additionally, I adapted two eating disorder screening assessments to create a “body image and eating concerns” scale, as well as created a “parental social media social comparison” scale, which was adapted from validated measures of social comparison.
• Leveraging media literacy for youth substance use prevention: I have conducted two pilot studies in local area high schools to assess the feasibility and acceptability of using a media literacy approach to tobacco use prevention. Findings indicate that youth appreciate a media literacy format—which encourages them to critically analyze media messaging—for substance use prevention programming.
• Investigating emerging tobacco products on social media: I have used social media to investigate communication about emerging tobacco products popular with youth. These studies have found that young people discuss on social media using e-cigarettes in places where traditional cigarette use is prohibited or discouraged, suggesting that use of the product is becoming normalized. Additionally, we found that some individuals exhibit symptoms of acute nicotine exposure, dependence, and withdrawal while using e-cigarettes, and that misinformation about these products is present on social media.
• Investigating vaccine communication on social media: Using social media and survey data, I have investigated communication and misinformation about HPV and COVID-19 vaccines. With colleagues, I also created a framework to guide adolescent medicine clinicians and public health professionals in communicating about vaccines online.