https://doi.org/10.1177/0017896918819643 Health Education Journal 2019, Vol. 78(3) 352–365 © The Author(s) 2018 Article reuse guidelines: sagepub.com/journals-permissions DOI: 10.1177/0017896918819643 journals.sagepub.com/home/hej Entertainment, social media use and young women’s tanning behaviours Jessica Fitts Willoughby a and Jessica Gall Myrick b a The Edward R. Murrow College of Communication, Washington State University, Pullman, WA, USA b Donald P. Bellisario College of Communications, The Pennsylvania State University, University Park, PA, USA Abstract Objective: While research suggests media use is positively associated with skin-damaging behaviours, especially among US college-aged women, less is known about the role of specific media types in potentially promoting indoor or outdoor tanning. Design: We used an online survey to examine the relationship between demographic variables, entertainment media and social media use, attitudes towards looking like people in the media and indoor tanning and outdoor sunbathing frequency. Setting: US Pacific Northwest. Method: Online survey with a convenience sample of college women (N = 502) in September 2016. Results: Attitudes towards looking like people in media were a significant predictor of frequency of indoor and outdoor tanning, above and beyond demographic variables and media use. Greater magazine use predicted increased indoor tanning and social media use predicted outdoor sunbathing frequency. Greater use of visual-oriented social media platforms like Instagram, SnapChat and Pinterest predicted increased sunbathing. Conclusion: Health communicators should consider specific channels for prevention efforts, particularly social media for targeting sunbathers. Keywords Media, skin cancer, social media, tanning, USA Corresponding author: Jessica Fitts Willoughby, The Edward R. Murrow College of Communication, Washington State University, Pullman, WA 99164-2530, USA. Email: jessica.willoughby@wsu.edu 819643HEJ 0 0 10.1177/0017896918819643Health Education JournalWilloughby and Myrick research-article 2018 Original Article