Hashing it out: an examination of the interaction of image and headline frames of marijuana in a time of flux

Abstract

The perception of marijuana in the contemporary move towards decriminalization and normalization in the United States and elsewhere will be affected by the manner in which the media visually and textually portray the drug. This study examines the visual and headline framing of marijuana prior to and following legalisation in Colorado, concentrating on issue framing and the valence or tone of visuals, words and their interaction. Results reveal different valences and issues amongst outlets and across time, and show complex and sometimes conflicting pairings of images and text. Neutral news outlets, while seemingly most neutral in image and in headline, were more slanted when pairing images with headlines, although they most frequently paired neutrally toned headlines with neutrally toned images. On the other hand, liberal and conservative news outlets most frequently showed neutrally valenced images with neutrally valenced headlines. While neutral news outlets may be lauded for presenting issues in a neutral tone, they are sending more mixed messages, visually, than the other outlets. Mostly framed as a political issue, marijuana was also heavily emphasised by its criminal and medical aspects. However, conservative news outlets presented its criminal aspect more than the other outlets.