Themes and tones of cannabis news reports and legalization outcomes

Abstract

This project analyzed print news articles on cannabis legalization that were published in 2015 ( N = 295) from newspapers across the United States. The following year, 2016, saw more states legalize cannabis for adult use and medical use than before. Therefore, one goal of this research was to investigate the relationship between reports on cannabis legalization and subsequent legal changes that occurred in states that reformed their cannabis laws. Findings reveal that cannabis legalization issues are reported in the media with tones that favor, oppose, or are neutral toward cannabis legalization. Overall, cannabis legalization stories were reported with a neutral tone. Additionally, arguments about whether cannabis should be legalized are framed using criminological, economic, medical, and political themes. The political theme emerged most frequently in all reports. Findings indicate that there is an association between the tone of positive reporting and subsequent cannabis legalization in states where those reports originated. These findings have implications for allowing policymakers and healthcare professionals to build on their existing knowledge of the relationship between media, public opinion, and emerging cannabis policy. Finally, this study provides some context for the connection between a story’s theme, tone, and how they can shed light on cannabis legalization outcomes.