‘Cloud chasers’ and ‘substitutes’: e-cigarettes, vaping subcultures and vaper identities
The social meaning of e-cigarettes and vaping involves a vaping subculture, ideas about health through harm reduction, pleasure and community, as well as addiction and stigma. Some use e-cigarettes to quit smoking; others thrive in the flavoured clouds. In addition, there is a ‘split vision’ of health and stigma in the perceptions of vaping where the vaper identities are constantly negotiated. The use of e-cigarettes has increased and moved beyond a cessation-only practice, were vaping has started to serve social,...