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Creating visual differences: Methamphetamine users perceptions of anti-meth campaigns
Whitney Marsh1, Heith Copes2, Travis Linnemann3
1University of Alabama at Birmingham, 1201 University Blvd., Suite 210, AL 35233, United States.
Background:
Because of increased law enforcement and subsequent media attention, methamphetamine users appear in the public's imagination as diseased, zombie-like White trash. We explore methamphetamine users' perceptions about whether the images, people, and situations in anti-methamphetamine campaigns reflect their own lives and experiences using meth.
Methods:
To explore these perceptions, we used photo-elicitation interviews with 47 people who used methamphetamine (30 former and 17 active). Specifically, we presented participants with images from the Faces of Meth and the Montana Meth Project campaigns to stimulate discussion.
Results:
We found that participants believed these ads did not reflect their personal experiences and consequently were ineffective at curtailing their own methamphetamine use. They believed that the ads represented a certain type of methamphetamine user, particularly those they defined as dysfunctional users. They created symbolic boundaries between themselves and those portrayed in the ads to show how they differed, which allowed them to believe that the ads were not relevant to their experiences.
Conclusions:
Findings suggest that there are unintended consequences to inauthentic/dramatic imagery. Participants did not believe they were like those in the ads-thus saw no reason to quit or seek help. Consequently, overly stigmatizing portraits of users may act as barriers to desistence. The findings have implications for designing anti-methamphetamine campaigns.
Insights
Anti-methamphetamine ad campaigns often fail because users don't relate to the stigmatizing, inauthentic imagery. This disconnect prevents them from seeking help or quitting methamphetamine use.
Area of Science:
- Public Health
- Sociology
- Psychology
Background:
- Media portrayals and law enforcement attention have created a stigmatized image of methamphetamine users.
- This public perception often depicts users as diseased and zombie-like, contributing to social exclusion.
Purpose of the Study:
- To investigate methamphetamine users' perceptions of anti-methamphetamine campaigns.
- To understand if campaign imagery and narratives resonate with users' lived experiences.
Main Methods:
- Photo-elicitation interviews were conducted with 47 methamphetamine users (30 former, 17 active).
- Participants discussed images from "Faces of Meth" and "Montana Meth Project" campaigns.
Main Results:
- Users found campaign ads unrelatable to their personal experiences with methamphetamine.
- Participants distinguished themselves from those depicted in ads, viewing them as "dysfunctional users."
- This perceived difference rendered the campaigns ineffective in deterring their own use.
Conclusions:
- Inauthentic and overly dramatic imagery in anti-methamphetamine campaigns can have unintended negative consequences.
- Stigmatizing portrayals may create barriers to desistence by making users feel disconnected from campaign messages.
- Campaigns may need to adopt more authentic and relatable approaches to be effective.