Communication Theories that Could Change Public Perception of Marijuana

Appropriate communication on issues surrounding marijuana vary depending on what dimension of use is trying to be altered. On the whole, communication theories at play with marijuana are steeped in the public controversy (which has to do with political agendas through capitalism) surrounding the use of an inappropriately scheduled Schedule 1 drug.

Scientific Controversy

Scientific controversy is the disagreement between different groups of scientists over an issue. In this case, the controversy among scientists is largely nonexistent. A majority of scientists agree that, based on evidence, marijuana has medical merit. The controversy here is whether or not a scientist believes that marijuana should be used as a medicine. Science optimists would accept a “new” alternative medicine in the many forms of medical marijuana. Science pessimists would rather stick to the tried and true pharmaceuticals.

Framing Theory

Framing theory is the technique communicators use to make a situation play to their advantage. An example of this is framing the legality of marijuana as a potential for drug abuse, while leaving out details about marijuana’s medical benefits. The frame that is applied by the media (conservative or not) often functions to benefit the agenda of the content producer. It should be noted that bias is heavy surrounding the issue of federally legal marijuana as an unscheduled drug. Instead, if the issue were framed as a new economically viable industry with the potential to restore jobs (a proven value based on the 2016 Presidential Election), people would view its use favorably because it could benefit their well-being and quality of life.

A Mayo Clinic article blames popular culture as having an effect on how marijuana was perceived (Bostwick, 2012). Films like Reefer Madness, framed marijuana use as a precursor to the downfall of society.

One study, using college students, was found that framing marijuana in a positive light or a negative light had little sway on the target demographic and their response to marijuana use (Allen et al., 2011). The tested demographic was of a younger generation (college age) who had not been exposed to stigmatized messaging. This bodes well for future generations to go beyond acceptance of marijuana use, and lobby for the de-scheduling of it for the purposes of consumer safety through unfettered research.

Reputation Management

Unlike food borne illnesses that cause consumers to suffer and die in some circumstances, marijuana’s reputation has never been pristine. Even prior to being classified as a Schedule 1 drug, marijuana has been viewed in a shady light.

Reputation management is what happens when a product needs a public relations (PR) campaign because the company messed up so badly, the reputation (and future success of the company) is at risk. In the case of marijuana and hemp, there are three dimensions of consumption that need to be addressed: recreational, medical, and the commodity of hemp.

Recreational consumption of marijuana is easily the most scandalized dimension of the marijuana controversy. For as long as I’ve been alive, the image of the marijuana consumer has been that of a “stoner,” which isn’t the best reputation to hold. A reputation management campaign is needed, to communicate to those outside of active consumers, about the pros and cons of marijuana use. Using statistics and innovative branding that moves beyond the “stoner” image to a successful adult engaging in the consumption of marijuana, could improve its reputation.

Medical consumption of marijuana carries fewer stigmas, because the general public understands that medical patients need access to marijuana for help with serious ailments like recurrent seizures. The images and messaging given to the public about medical consumption is framed as a beneficial advancement in medicine. A PR campaign for medical marijuana would not need to break from the “stoner” image, because that is not the first image the public thinks of due to the relatively recent implementation of medical marijuana.

As a commodity, the management of hemp’s reputation relies on the blatant differentiation of hemp from marijuana.

Consumers and constituents need to know that supporting the de-scheduling of marijuana opens the door to an enormous industry. The financial incentives are huge so using statistics is a good tactic to inform the public. An overall objective for reputation management of marijuana is the concept of transparency. The more forthcoming producers are about their product, the most trusting the general public should be.

Recommended Communication Techniques

While Colorado State University graduate researcher Brian Campbell is confident that the younger generation is more accepting and understanding of marijuana, an extensive communication campaign is needed, aimed at providing an unbiased education to the consumer.

While used primarily for sustainable objectives, a community-based social marketing campaign could be applicable for marijuana and hemp industry education. This type of campaign could influence voters to collectively lobby for the de-scheduling of marijuana as a Schedule 1 drug. The initial goal is to change the attitude and behavior of those who find marijuana reprehensible or dangerous. The aim is to influence them with enough reasons to overcome personal barriers that cause them to dislike marijuana and support politicians that support anti-marijuana (and by extension, anti-hemp) initiatives. The benefits that could result from the support of federally legal and de-scheduled marijuana should be clearly communicated.

One such benefit is the economic prosperity that the recreational and medical marijuana industry has brought to states like Colorado. In order for a social marketing campaign to be successful, community leaders would need to be willing to engage in new behaviors within the public eye to influence others. People only change their mind when someone whose opinion they hold in high esteem changes their tune on an issue, so community leaders are necessary for evolving public perception. After awhile, the new normal will set in, and federally legal marijuana will no longer be seen as a controversial issue, but rather as a benefit to a prosperous society.

In conclusion, key points to communicate in a campaign aimed at de-scheduling or re-scheduling marijuana is harm reduction for medical patients (Clark et al., 2011), and economic prosperity. Not only is it important to point to the financial incentives of the marijuana industry, but also to the safe access to therapeutic medicines. In order to move closer to re-scheduling, an effective campaign needs to shift public perception toward viewing marijuana as a beneficial medicine.

References:

Allen, A. M., & Riedle, J. E. (2011). The Effects of Framing on Attitudes Toward Marijuana Use. Psi Chi Journal Of Undergraduate Research. 16(1), 3–11.

Cherney, J., & Small, E. (2016). Industrial Hemp in North America: Production, Politics and Potential. Agronomy, 6(4), 58. doi:10.3390/agronomy6040058

Johnson, Renée. “Hemp as an Agricultural Commodity.” Congressional Research Report. 2017 March 10. https://fas.org/sgp/crs/misc/RL32725.pdf

Small, Ernest. (2015). Evolution and Classification of Cannabis sativa (Marijuana, Hemp) in Relation to Human Utilization. The Botanical Review, 81(3), 189–294.

Clark, P. A., Capuzzi, K., & Fick, C. (2011). Medical marijuana: Medical necessity versus political agenda. Medical Science Monitor : International Medical Journal of Experimental and Clinical Research, 17(12), RA249–RA261. http://doi.org/10.12659/MSM.882116

Bostwick, J. M. (2012). Blurred Boundaries: The Therapeutics and Politics of Medical Marijuana. Mayo Clinic Proceedings, 87(2), 172–186. http://doi.org/10.1016/j.mayocp.2011.10.003

Kashyap, S., & Kashyap, K. (2014). Medical marijuana: A panacea or scourge. Lung India : Official Organ of Indian Chest Society, 31(2), 145–148. http://doi.org/10.4103/0970-2113.129843

Pollan, Michael. (2001). Botany of Desire. New York: Random House. 126, 175.

Special thanks to Colorado State University’s John Campbell, Ph.D. graduate hemp researcher for his thoughts on hemp research and marijuana industries.