Table 4.

Coding examples selected from 140 hookah-related Tumblr posts.

Coding Category	Example*	Description
Hookah Image	http://www.webcitation.org/6NKv1erWI	Subject, presumably female, lies on the floor with her legs extended vertically up the wall; one leg crossed in front of the other, donning strappy platform black high heels, cut off denim shorts, and a shirt with midriff exposed. A hookah can be seen sitting on the floor behind her, its hoses wrapped around its neck, resembling the female’s pose.
	http://www.webcitation.org/6NKvFpslA	The face of a male is shown looking into the camera, holding a hookah hose; the mouthpiece in his mouth, smoke seeping out from behind his hand and filling the rest of the frame with a hazy ethereal effect. The words, “VIP All Dat Way Necio Hookah Thanks to God,” appear above the photo.
Hookah Tobacco Flavor	http://www.webcitation.org/6NKvPJ65w	Three colorful canisters of hookah tobacco are being held: Nirvana Dokha Infused Shisha, Starbuzz Exotic Safari Melon Dew Tobacco, and Something Girlie Tobacco Co.-That’s What Shisha Said. Text below the picture reads, “Always gonna be the crazy broad who comes into a smoke shop and drops $12.50 over some new shisha. Got some Dokha infused shisha, some new “Something Girlie” shisha called That’s What Shisha Said and my favourite Starbuzz; Safari Melon Dew. #shisha #starbuzz #dokha #nirvana #somethinggirlie #addict”
	http://www.webcitation.org/6NKvVgCro	A hand holds a round pink and yellow canister of Social Smoke Pink Lemonade Hookah Pipe Tobacco. Text below says, “Best flavor I’ve bought”.
Electronic Smoking Device	http://www.webcitation.org/6NKvZ8YvL	A female with long hair, wearing a strapless shirt or dress, wearing earrings and several rings, looks seductively into the camera in 2 of 3 paneled photos, exhaling a puff of smoke. In the middle picture, she is inhaling from a hookah pen.
	http://www.webcitation.org/6NKvk5goH	A black electronic hookah is held by a hand with long artificial nails painted in a black sparkly polish in a series of 2 photographs. The first focuses on the brand name, “Fantasia Electronic Hookah,” and the second focuses on the words, “Adios m@#%+!” It is unclear if this phrase is an expletive. It could also be an oblique way of saying, “Adios matches!”
Smoke	http://www.webcitation.org/6NKwoXrLQ	A young female with long blondish hair and blue eye make-up leans toward and looks into the camera as she exhales a puff of smoke, open-mouthed. Smoke permeates the picture. Text below the photo includes, “#hookah”.
	http://www.webcitation.org/6NKvLQetf	A short video displays a red hookah with several yellow mouthpieces sitting on a graffiti-covered table. Three individuals are seen sitting around the table-2 females and one male. The male inhales from the hookah, leans down, exhaling a large puff of smoke onto the table surface, creating a cloud of dense smoke, into which he runs his hand, sending the smoke curling upward.
Tricks	http://www.webcitation.org/6NKwqf7A8	A black and white filtered image of a male wearing professional sports team attire exhales rainbow colored smoke out of his nose and the corners of his mouth, while furrowing his brow.
	http://www.webcitation.org/6NKwzr4n1	A series of 5 photographs show a male with short blond hair in front of a screened window with light streaming in on his face as he exhales and blows several smoke rings.
Alcohol	http://www.webcitation.org/6NKx2bBTP	A bottle of Smirnoff vodka is on a table surrounded by other items including a hookah, candles, lighters, cocoa butter, a glass pipe, hookah tobacco, a cell phone, a bag filled with marijuana, and several business cards.
	http://www.webcitation.org/6OaJlLoCA	A muscular man wearing a black tank top sits on a black couch while holding a bottle of champagne on his knee. In the foreground is an illuminated table with the text “Elkrasso” running around the rim. A hookah pipe sits on the table. The background wall is white, with a purple light shining on it. On a black counter that comes out of the wall sits a vase, cups, and a copper war helmet with plumage. There is a mirror behind the couch.
Cigarettes	http://www.webcitation.org/6NKxhx7Pj	An attractive female with long unruly blond hair looks innocently into the camera with a lit half-smoked cigarette dangling from her lips.
	http://www.webcitation.org/6NKxeRtYJ	Hand-rolled cigarettes or marijuana joints have been arranged, like Lincoln Logs, in a crisscrossed fashion to form a stack, with the text below, “Let’s build house.”
Marijuana	http://www.webcitation.org/6OaI3H5Q8	Post entitled, “Actual convo with my dad,” reads: Dad: What do you smoke in this hookah? Me: Marijuana Dad: Figured Dad: They’ll put you in jail for that here go to Colorado
	http://www.webcitation.org/6NKx7NFzl	The first photograph features a male wearing a shirt with pipes and marijuana leaves on it. The second batch of photographs contain a marijuana plant, a lighter, what appears to be a blunt, and a male holding a hose and exhaling smoke, with the text, “Just harvested my first plant and it was the best feeling to smoke something you personally grew!!”
Sexuality	http://www.webcitation.org/6NKxnFegs	Two young women with long hair, wearing low-cut and sleeveless shirts, face one another with closed eyes, only an inch or 2 apart, provocatively blowing smoke into each other’s mouths.
	http://www.webcitation.org/6OULEyftZ	An short video shows a woman with long brown hair slowly exhaling smoke. She wears a low-cut white tank top and bright red lipstick. The camera shows her nose, mouth, and chest. The subject’s left eye is visible but only for a moment. The background appears to be dimly lit while the woman sits in strong lighting for contrast. There appears to be a window in the top right corner of the video, indicating she is indoors. Text above the video reads, “everything sweet aint sugar coated.”
Food or Beverage	http://www.webcitation.org/6NKxp2fAF	One female exhales smoke, with her head tilted back, lips and eyes open, while another, sitting next to her, holds a glass and straw with an unidentifiable beverage in it. It appears as though they may be sitting in a lounge, with couches and a pillow visible in the background.
	http://www.webcitation.org/6OUKlTKGh	Three women and one man sit around a wooden table with a hookah pipe sitting on the floor in front of them. The table holds a plate of food, several tea cups, and a menu. The woman wearing teal pants holds a silver hose that seems to connect to another hookah not seen in the picture. No faces are seen, only torsos and thighs are visible.
Socializing	http://www.webcitation.org/6NKxr5ail	Six people are at least partially visible, all sitting or lying on blankets in the grass outside on sunny day around a tall silver hookah. Two people are kissing and one male is smoking from the hookah.
	http://www.webcitation.org/6OUJvvi0O	Black and white image with the white text “We are the wasted youth” at the bottom. Five people are visible from the knee down wearing jeans and sneakers. They sit across from each other on two benches with two hookahs between them and a drawing of a skull in the background.
Body Art or Jewelry	http://www.webcitation.org/6NKxts6vk	A series of photographs depict a young women, who in the first, is shown alone in black and white, her hair appears to be shaved and blond. She has multiple facial piercings; at least one nose, 2 lip, and 10 earrings are visible. In the second, she is seen next to another young woman, who is also pierced in the ear and nose and is exhaling smoke while tilting her head toward the first woman.
	http://www.webcitation.org/6NKxwS9XK	Two hands are extended, covered in identical tattoos: monkey-like animals with tongues out, red eyes, wearing helmets that say, “Don’t” across the forehead. The fingers are tattooed with a star and the letters, “F T Y”. Between the tattooed hands is a hookah with the words, “Keep Calm and Smoke Shisha”.

^*Original URL archived using WebCite to enable permanent access.