JMIR Publications

ABSTRACT

Background:

Electronic nicotine delivery systems (ENDS) are at the center of global public health debate. China is the largest producer of e-cigarettes while the U.S. has the largest consumer market, yet analyses of news coverage of ENDS comparing China and the United States (U.S.) remain limited.

Objective:

The primary objective of this study is to identify and compare dominant themes in ENDS-related news coverage across leading broadcast-branded digital outlets in China and the United States, and to assess how these themes and coverage volume changed over time.

Methods:

We conducted a thematic analysis of 470 ENDS-related stories from January 1, 2020, to July 30, 2025, from four leading broadcast news digital media platforms: CNN.com and FoxNews.com in the U.S.; CCTV.com and ifeng.com in China. Using a single theme approach, coders identified core themes for each article based on prespecified rules and a hierarchical decision structure. Frequencies and proportion of each core theme were summarized for the overall sample and stratified by country. Pearson chi-square tests and binary logistic regression models were conducted to examine cross-national differences with false discovery rate (FDR) adjusted p-values. Temporal changes in themes were examined and visualized.

Results:

In U.S. coverage, the most prevalent themes were policy and regulatory governance (32.1%), youth appeal, flavors, and school responses (22.4%), and health risks, harms, symptoms, and dependence (13.9%). In Chinese coverage, the most prevalent themes were commercial practices and market dynamics of ENDS (26.0%), policy and regulatory governance (23.4%), and enforcement and compliance (15.7%). Cross-national differences in themes were consistently observed between the two countries. Between 2020 and 2025, coverage in China transitioned away from commercial and market themes toward greater focus on illicit substances and enforcement, while U.S. coverage showed relatively stable focus on commercial market with a gradual increase in enforcement-related reporting.

Conclusions:

Broadcast news in China and the U.S. may actively shape how ENDS are defined as a public issue and what policy responses appear legitimate. Chinese coverage tends to stress commercial activity and enforcement, whereas U.S. coverage more often foregrounds youth risks and regulatory debates. These distinct thematic patterns may influence risk perceptions and policies in each country and are important to consider in comparative media and public health research.