Extending the Reach: The Influence of Social Media and Culture on Substance Use among African and African American Male College Students

The aim of this study was to explore the influence of social media and cultural identity on substance use from the perspective of African and African American college students in the United States. Focus groups (N = 29) were held that were comprised of African and African American male college students from a large Midwestern university. Each focus group was audiotaped, transcribed, and analyzed using the elements from the PEN-3 model. Themes emerged from each sub-component, including perceptions of drug use, social media, and culture; enablers, such as social media and musicians/artists; and nurturers, such as family and peers. The African culture is a protective factor against the influence of social media on substance use for African students compared to African American culture. Future strategies are needed to address substance use among young adults that incorporate cultural differences.