Identity, Symbolic Boundaries and Authenticity in Anti-Meth Ads

• In Event: The Lived Experiences of People Who Use Methamphetamine

Abstract

We explore methamphetamine users’ perceptions about whether the images, people, and situations in anti-meth campaigns reflect their own lives and the typical lives and experiences of other meth users. To explore these perceptions, we used photo-elicitation interviews with 47 people who used meth (30 former and 17 active users). Specifically, we presented participants with images from the Faces of Meth and the Montana Meth Project campaigns to stimulate discussion. We find a great deal of ambivalence in their beliefs about the accuracy and effectiveness of these campaigns. Namely, participants believed these ads did not reflect their personal experiences and consequently were ineffective at curtailing their own meth use. However, they believed that the ads represented a certain type of meth user, particularly those they defined as serious or dysfunctional users. Participants believed the exaggerated portrayals could prevent use or deter those in the early stages of use, but not those already addicted to meth.

Authors

• Whitney Marsh, University of Alabama at Birmingham

• Heith Copes, University of Alabama at Birmingham

• Travis Linnemann, Eastern Kentucky University