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.

Keywords:

• drugs
• public policy
• media

Acknowledgements

This project was funded by a Standard Research Grant from the Social Sciences and Humanities Research Council of Canada (SSHRC) (grant 410-2007-2220), for the project ‘The media discourse related to marijuana use’ (Principal Applicant, Joy L. Johnson). We would like to acknowledge the extensive technical contributions of Mr James Voth in developing the program that was used in the sampling of the data for this manuscript.