Making vaping meaningful: an ethnographic study of identity, socialization, and communication in adolescents’ everyday lives

Background Adolescent vaping has increased rapidly in recent years, shaped not only by product appeal but also by communication practices that frame vaping as socially meaningful and culturally desirable. This study explored how adolescents make sense of vaping within their everyday social and communicative environments.Methods A qualitative ethnographic study was conducted with three adolescents aged 12–18 in southern Spain (Andalusia). Data was generated through participant-led observational diaries, fieldnotes, voice-recorded reflections, and in-depth ethnographic interviews. Materials were analyzed thematically.Results Findings from the three adolescent participants revealed three interrelated themes. First, vaping functioned as a symbolic resource for identity work linked to maturity, belonging, and style. Second, vaping operated as a normalized social practice embedded in leisure settings and peer interaction. Third, participants described frequent exposure to vaping-related communication through influencers, aesthetic branding, and digital platforms, contributing to normalization and perceptions of reduced harm.Conclusion Vaping is embedded within adolescents’ social and communication environments. Prevention and drug education strategies should address the broader social and digital contexts through which vaping becomes normalized.