The privileged normalization of marijuana use – an analysis of Canadian newspaper reporting, 1997–2007

Abstract

The objective of this study was to systematically examine predominant themes within mainstream media reporting about marijuana use in Canada. To ascertain the themes present in major Canadian newspaper reports, a sample (N = 1999) of articles published between 1997 and 2007 was analyzed. Drawing from Manning's theory of the symbolic framing of drug use within media, it is argued that a discourse of ‘privileged normalization’ informs portrayals of marijuana use and descriptions of the drug's users. Privileged normalization implies that marijuana use can be acceptable for some people at particular times and places, while its use by those without power and status is routinely vilified and linked to deviant behavior. The privileged normalization of marijuana by the media has important health policy implications in light of continued debate regarding the merits of decriminalization or legalization and the need for public health and harm reduction approaches to illicit drug use.

Cannabis, risk and normalisation: evidence from a Canadian study of socially integrated, adult cannabis users

“…Duff and P.G. Erickson improve access to 'medical marijuana', to decriminalise the personal use of cannabis or both (see Hathaway et al 2007, Haines-Saah et al 2014 for reviews). Despite evidence pointing to the normalisation of cannabis use in Canada and a good deal of empirical interest in the patterns of controlled use that remain normalisation's hallmark (Hathaway 2004, Fischer et al 2011, Duff et al 2012, there is still far more research on the adverse effects of cannabis use than on its benefits, distorting analysis of the short-and long-term health risks associated with the drug.…”

“…Cannabis is also perceived to be readily available among Canadians with research indicating that availability has either remained the same or become easier in recent years (Health Canada 2009). Meanwhile, representations of cannabis and cannabis use have become more common in Canadian media, particularly film, television and music (Haines-Saah et al 2014). Significantly, these representations are not only more widespread, but they are also generally more approving of cannabis use.…”

Dos drogas, diferentes mensajes: los medios y la regulación de la marihuana y el alcohol en Uruguay

“…Algunos de ellos se centran en la marihuana, analizando las fuentes usadas en las coberturas mediáticas del cannabis (Sheperd, 1981) o la forma en que esa cobertura puede incidir en el consumo, ya sea por la normalización del mismo (Haines-Saah et al, 2014) o la abstinencia (Stryker, 2003). Otros estudios se centran en el cannabis medicinal (Acevedo, 2007;Sznitman y Lewis, 2015).…”

An Exploratory Study of Cannabis Festivals and Their Attendees in Two European Cities: Amsterdam and Berlin

“…Despite its broad use, cannabis is the drug where public opinion remains polarized, contributing to an ongoing debate (Mounteney et al 2016). Interest groups attempt to influence drug policies from varied perspectives (Haines-Saah et al 2014). Voices from civil society calling for cannabis policy reform include activists and advocates of legalization.…”