Cannabis

This entry describes the way in which cannabis has been conceptualized and researched in health communication, as well as future directions for research on this topic. The prevalence of cannabis use for medical and recreational purposes has increased significantly in many countries, particularly where cannabis has been legalized for medical or recreational purposes. Alongside these shifts, there has been a significant increase in the volume of media content related to cannabis, especially on the Internet and social media. This content includes information about the risks of cannabis use, as well as pro-cannabis content such as marketing and advertising messages. Health communication research has examined media discourse about cannabis and cannabis policy in news coverage, social media, and advertisements. This literature has used content analysis of media content, applying framing and agenda-setting theory as well as critical discourse theory to understand how this topic is discussed in the media. Studies have also investigated the ways in which the media communicates scientific evidence related to the therapeutic as well as harmful effects of cannabis use. Researchers have examined media effects of cannabis content and found evidence to show that media coverage of cannabis influences public perceptions of the risks and benefits of cannabis, support for legalization, and cannabis use behaviors. As the public are increasingly exposed to cannabis content on the Internet, including on social media, health communication research on cannabis can further our understanding of the role of the media in shaping public discourse, attitudes, and cannabis use prevalence.