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Related Experiment Videos

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.

The International Journal on Drug Policy
|October 22, 2016
PubMed
Summary

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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.
Keywords:
Anti-drug campaignsMedia representationsMethamphetaminePhoto elicitationSymbolic boundariesVisual criminology

Related Experiment Videos

  • 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.