因應社群媒體行銷電子煙的健康教育轉化策略

Transformative Strategies in Health Education in Response to E-Cigarette Marketing on Social Media

本研究探討社群媒體行銷迷霧下，電子煙如何滲透青少年的日常生活，並分析此類新興行銷策略對健康教育所帶來的挑戰。隨著數位時代的發展，電子煙行銷已從傳統媒體轉向社群媒體，透過去商業化敘事、情感包裝及用戶生成內容（User Generated Content, UGC），模糊了產品行銷與使用者參與的界線，進而可能強化青少年對電子煙的認同，削弱其對電子煙風險的警覺與廣告辨識能力。本研究採用策略取向（strategy-oriented）的研究方法，系統性地分析電子煙在社群媒體上的行銷術語與伎倆，並診斷現行健康教育在課綱設計、教材資源、師資發展及跨域協作方面的結構性落差。研究架構基於「初識、深化、轉化」三階段教學模式，提出解構電子煙媒體素養策略，包括平台術語解構、情境批判與人機互動，旨在重構青少年的健康素養與媒體素養能力。研究結果顯示，傳統以知識傳遞的課程，難以應對數位行銷的網紅行銷情感連結與人機互動機制（如演算法等）。因此，本研究建議強化師生數位行銷素養，增能教師與推動跨域課程整合，以強化學校教育作為風險治理的中介場域，提升青少年批判與抵抗電子煙數位行銷伎倆的能力。

This study examines how e-cigarette culture has infiltrated into adolescents’ daily lives amid the dense fog of social media marketing, and analyzes the challenges this emerging form of marketing poses to health literacy education. With the evolution of digital technology, e-cigarette marketing has shifted from traditional media to social media, using de-commercialized narratives, emotional branding, and user-generated content to blur the lines between product promotion and cultural participation. This pervasive marketing approach not only reinforces adolescents’ cultural identification with e-cigarettes but also undermines their ability to recognize associated risks. Employing a strategy-oriented research method, this study systematically analyzes the semiotic mechanisms of e-cigarette marketing on social media and its cultural internalization among adolescents. It further diagnoses the structural gaps in current health education, including curriculum design, teaching materials, teacher development, and cross-sector collaboration. The study is structured around a three-phase pedagogical model– Initiation, Deepening, and Transformation– which proposes a risk literacy strategy encompassing platform syntax deconstruction, contextual critique, and civic engagement to reconstruct adolescents’ health literacy and risk awareness. Findings indicate that traditional health education, primarily focused on knowledge transmission, is unable to tackle the cultural internalization and influence of digital marketing. To bridge this gap, the study makes four recommendations for policymakers: 1. updating the curriculum to strengthen the digital marketing literacy of both teachers and students, 2. empowering teachers with media literacy and platform awareness, 3. promoting cross-disciplinary curriculum integration, and 4. establishing collaborative mechanisms between platform governance and health education. These measures aim to position school-based health education as a mediating force in digital risk governance and to enhance the ability of adolescents to resist cultural infiltration in the digital age.