Media representation of methamphetamine-related deaths: Exploring links to public stigma and support for harm reduction.

BACKGROUND

Drug-related deaths are a significant and growing public health concern. In Australia, meth/amphetamine is the most common stimulant drug involved in unintentional drug-related deaths. People who use meth/amphetamine often experience stigma and are negatively portrayed in the media. Considering the influence of media on public attitudes, which in turn influences policy, this study aimed to examine the relationships between media representations of drug-related deaths and stigma towards the people who use drugs along with attitudes towards harm reduction policy.

METHODS

Nationally representative sample of Australians (N = 1490) participated in an online experimental study where they were randomised to one of eight simulated news stories depicting a drug-related death. Each news story varied by drug type (methamphetamine or alternative stimulant (MDMA, 'ecstasy')), age of the character depicted (younger or older), and gender of the character depicted (female or male). Stigma towards the character depicted and support for harm reduction was assessed. Data were analysed using MANOVA.

RESULTS

Among the sample (average age = 48.5 years (SD 17.73); 54.7% female). Stigma was higher towards depictions of older people compared to younger people (p < .001) and those who had used methamphetamine compared to MDMA (p < .001). No significant main effects on support for harm reduction were found.

CONCLUSION

Certain characteristics in news stories about drug-related deaths elicit higher stigma towards the depicted person. Thus, improving how the media report and frame drug-related deaths represents an important avenue to reduce stigma towards people who use drugs and in turn foster public support for evidence-based drug policies.