The Media and Marijuana Legalization: What Role do the Media Play in the California Marijuana Legalization Initiative?

• In Event: Posters II

Abstract

Currently, 23 states have medicalized marijuana, and four states plus the District of Columbia have legalized marijuana for recreational use (Merica, 2014). The media has played a central role in these campaigns, as it has a robust effect on perceptions of marijuana policy (Beaudoin & Hong, 2012). The media has also been used throughout history to influence individual behavior, particularly surrounding marijuana & other drug use (Beckett, 1994), with studies showing varying effects on perceptions of marijuana risk, harm, and use patterns (Czyzewska & Ginsberg, 2007).
To analyze the media’s effects on voting on marijuana initiatives and shifts in perceptions of marijuana policy, risk, harm, and use, this study anonymously surveyed 1000 undergraduates. The students were selected using multistage cluster sampling of all departments and courses at a diverse, large university. The students were surveyed 30 days prior to the November election and 30 days post the election. Using statistical analyses that control for peer and parental influences, this study assesses the impact of the media on voting and perceptions of marijuana policy, risk, harm, and use. These findings can inform drug reform policy advocates and anti-drug campaigns on how to use media to influence voting practices and behavior.

Authors

• Paige Cunningham, California State University, Long Beach

• Dina Perrone, California State University, Long Beach