Euphoria and drug consumption: exploring the influence of the series on the construction of perceptions on the platform X

Abstract

The increase in drug consumption over the past decade has posed a challenge to public health and policy formulation. The media contributes to the construction of social perceptions on the subject and could influence practices and opinions. In Brazil, the series Euphoria generated discussions on social media by addressing identity, traumatic experiences, affective relationships, sexuality, and the use of psychoactive substances. This article examined 216 posts on the platform X (formerly Twitter) through Thematic Analysis to identify viewers’ interpretations and reactions. The results highlight reflections on the risks associated with drug use and to questions about the possible glamorization of consumption. The categories “Reiteration of Patterns” (33.3%) and “Evocation of Personal Experiences” (17.1%) indicate that narratives such as the series might reinforce risk patterns and trigger painful memories among vulnerable audiences. The study discusses the ethical implications of media representations of psychoactive substance use.