How to critically analyse AOD issues in the media

How To Critically Analyse AOD Issues In The Media(Because Sometimes Journalists Forget)

Dr Stephen BrightPaul Aiken

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Workshop Overview • Brief history of AOD moral panics• The role of media in AOD Moral Panics

– Social Constructionism (e.g., “Kronic”)– The intersection between moral panics, the media &

stigma (e.g., “The Ice Epidemic”)• How can we respond?

– Activity: Critical analysis of media content– Advocacy Using Social Media– Launching www.aodmediawatch.com.au

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20th Century 1960’s LSD1980’s Crack (US Only)1990’s Heroin2000’s Ice (Part 1)

2000’s: “legal highs”

2008/2009: BZP Banned

21st Century – “Legal Highs”

21st Century – “Legal Highs” cont.

Plant food (e.g., “Dove feeder”)

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Cathinone

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4-methylmethcathinone“Miaow Miaow”

Mephedrone

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The Vortex of Doom (Caldicott, 2016)

The “iron law” of prohibition

Emerging Drug TrendsNumber of new drugs identified by EMCDDA:

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Understanding Moral Panic

Trigger/Event Context

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The Context: Social ContructionismAODs might have objective pharmacological effects, but they are also social constructions

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Social ConstructionismAODs might have objective pharmacological effects, but they are also social constructionsThese constructions of AODs limit what can be ‘reasonably’ said about AODsSince “views of reality are … culturally embedded, those views dominant at any time and place will serve the interests and perspectives of those who exercise the most power in a particular culture” (Patton, 2002, p. 100).

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DiscourseSocial constructionism is underpinned by languageDominant discourses are those linguistic frameworks that hold the most truth valueThey limit what can be thought, said, and researched about a given topic (e.g., AODs)

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Dominant Discourses of AOD in Australia

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MedicalMoralLegalPolitical EconomicGlamorous

Bright, S. J., Marsh, A., Bishop, B., & Smith, L. M. (2008). What can we say about substance use? Dominant discourses and narratives emergent from Australian media. Addiction Research & Theory, 16, 135-148

Each discourse is supported by a

dominant institution that has a vested

interest in maintaining the

status quo

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Drugs vs “non drugs”

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Synthetic Cannabis – Event

April 2011: Callers on JJJ

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Google Trends: “Kronic” Searches

Bright, S. J., Bishop, B., Kane, R., Marsh, A., Barratt, M. J. (2013). Kronic hysteria: Exploring the intersection between Australian synthetic cannabis legislation, the media, and drug-related harm. International Journal of Drug Policy, 24, 231-237.

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Further Legislative ActionsFederal:

– July 2011: 7 individual chemicals– May 2012: Broad groups + “Synthetic

Cannabinomimetics”– June 2013: Consumer law re: more individual chemicals

State: – 2011: WA (again), NSW, ACT, SA, NT & VIC– 2013: TAS, QLD & NSW– 2015: VIC & WA– 2016: VIC

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More New Chemicals

URB-5975F-BP-22

AM-2201

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Harms (2012+)

GDS: N = 950 (used in last 12 months)– 2.4% sought emergency medical Rx following use

• Most common Sx: Panic & Anxiety, Paranoia, Problems breathing• More likely to be younger (Winstock & Barratt, 2013a)

– 93% preferred natural cannabis• More likely to experience hangover• Less pleasurable• Shorter duration of effect (Winstock & Barratt, 2013b)

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21st Century – “The Ice Epidemic II”

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Ice Harm

Ice Use

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ImplicationsNormalisationStigmaDrug education about Ice (and all drugs) is not credible

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ImplicationsNormalisationStigma

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ImplicationsNormalisationStigmaEducation about methamphetamine (and all drugs) is not credible

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ImplicationsNormalisationStigmaDrug education about Ice (and all drugs) is not credibleReactive legislation that is not evidence-based

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How Can we respond?1) Learn how to critically analyse media content - Reference to ‘subjects’

(e.g., users, drug abuse, junkie, addict, clean)

- Reference to ‘objects’ (e.g., synthetics, ice)

- Misinformation(e.g., who are the ‘experts’ that have been sourced)

- Potential iatrogenic effects

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Activity 1: DMT is becoming more popular in Australia

(www.new.com.au)

It’s incredibly euphoric and your mind loses all sense of reality.

It’s one of the most powerful psychedelic narcotics that derives from plants in the Acacia species and it warps your sense of seeing and being. ...

experts believe it’s now more dangerous and becoming less natural and more synthetic. Forensic toxicologist Andrew Leibie said DMT was a tryptamine, a new class of psychoactive substances.

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Activity 1: DMT is becoming more popular in Australia

(www.new.com.au)

“It’s pretty rare at the moment,” Mr Leibie said.

“What tends to happen with all these newer types of drugs is the drug is not particularly toxic but the hallucinations are violently real. It’s something that is increasingly being designed in a laboratory. It could be cut with something more dangerous,” he said.

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How Can we respond?

• ‘New’ vs ‘Old’ media• ReGen’s experience with online advocacy• Individual, organisational & sector responses• Consumer participation• Practice implications

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AOD advocacy & campaigns

• Global & local• Co-ordinated

but not centralised

• ‘Old’ & ‘new’ media

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ReGen’s experience

Social media enhances ‘old’ media connections

•Shareable content (& opportunity for comment)•Increased engagement with journalists

o Praise & critiqueo Raised agency/individual profile

•Increased audience for unpublished media releases

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ReGen’s experience ctd.Building new audiences through new media

•Social media•News/comment sites

o Croakeyo The Conversationo DrinkTank

•Curationo Scoop.it

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Developing advocacy capacity

Agencies•Find your voice, be guided by agency values•Develop resources (or use someone else’s)•Be patient, make it sustainable•Review as you go

Individuals•More freedom, less formal authority•Capacity to influence personal networks, speak from personal experience•Follow some reliable sources

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Practice implications - agencies

Challenges

•Extra (unfunded) work•Risk management (reputation, funding…)•Consistent messages•Regular monitoring•Commitment to transparency & accountability•Privacy (staff and consumers)•Community development model (it takes time)

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Practice implications - agenciesStrategies•Start small, take it gradually•Stick to your strengths/values•Understand your audience(s)•Be prepared for public interest•Encourage staff to use SM, supported by policy•Trust your staff & recognise their SM expertise•Seek feedback (from consumers, staff & other stakeholders) regularly•Integration of comms platforms

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Practice implications - individuals

Challenges•Brain explosion•Work/life balance•Sustainability

Strategies•Separate accounts for advocacy•Develop a routine•Set some limits

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Responding to media coverage

• Identify main concerns• Who is the audience for your response?• What type of argument: head, heart or wallet?• What’s the best format: private message, SM post,

letter to editor, media release..?• What supporting materials do you need?• Where else can you publish your response?

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Activity 2 – bad coverage

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‘Dole blown’: ReGen’s response

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‘Alcohol is better’: ReGen response

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‘Alcohol is better’: QNADA response

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Activity 3 – good coverage

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ReGen’s response

How Can we respond?3) AOD Media Watch

www.aodmediawatch.com.auwww.facebook.com/AODMediaWatch/@aodmediawatch

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Thank You

Dr Stephen Bright @stephenjbright 0419 143 773s.bright@curtin.edu.au

Paul Aiken @ReGenUC0435 875 818PAiken@regen.org.au

@aodmediawatchwww.aodmediawatch.com.au

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