Exposure to video testimonials of medical cannabis patients indirectly increased positive attitudes and intentions toward recreational cannabis use, with stronger effects when the patient was portrayed as not responsible for their illness.
Media researchers, cannabis policy makers, public health communication professionals.
Patient testimonials indirectly increased recreational cannabis attitudes through a pathway: narrative exposure changed medical cannabis attitudes, which then shifted recreational attitudes.
What the researchers found
Viewing patient narratives about successful medical cannabis use indirectly increased positive attitudes, beliefs, and intentions related to recreational cannabis use by first changing attitudes toward medical cannabis. When patients were presented as not responsible for their illness (external attribution), the effect on medical cannabis attitudes was stronger, which in turn further increased recreational cannabis positivity.
Why it matters
This study demonstrates a "spillover effect" where positive medical cannabis coverage in media influences attitudes toward recreational use. This has implications for both cannabis advocates and prevention programs.
The numbers in context
396 Israeli participants randomly assigned across conditions. Narrative exposure indirectly increased recreational cannabis attitudes through changed medical cannabis attitudes. External attribution (patient not to blame) strengthened the effect.
How the study worked
Randomized experiment with 396 Israeli participants assigned to view either a narrative (patient testimonial) or non-narrative video about medical cannabis. Videos were further manipulated by disease stigma and responsibility attribution.
What this study cannot tell us
Israeli sample may not generalize to other cultural contexts. Single exposure to a video - real-world media exposure is cumulative. Measured attitudes and intentions, not actual behavior.
How to read the evidence
Moderate - randomized experimental design with appropriate manipulation checks, but lab-based single-exposure with an Israeli sample.
When this study was published
Published in 2018.
The bigger picture
As medical cannabis stories become more common in news and social media, this study suggests they may be shifting public opinion not just about medical use but about recreational use as well. Prevention programs may need to address this media influence.
Questions still open
- Does cumulative media exposure have larger effects than single exposure? Do negative medical cannabis stories have the opposite spillover effect? How should prevention programs address this media influence without undermining legitimate medical cannabis patients?
Common questions
Do medical cannabis stories change attitudes about recreational use?
Does it matter how patients are portrayed in cannabis media stories?
Read the original research
Examining effects of medical cannabis narratives on beliefs, attitudes, and intentions related to recreational cannabis: A web-based randomized experiment.
Drug and alcohol dependence, 185, 219-225
Citation
Sznitman, Sharon R; Lewis, Nehama. (2018). Examining effects of medical cannabis narratives on beliefs, attitudes, and intentions related to recreational cannabis: A web-based randomized experiment.. Drug and alcohol dependence, 185, 219-225. https://doi.org/10.1016/j.drugalcdep.2017.11.028