OUGD505 - SB2 - Identifying an audience

After looking at different social issues that are currently debated in our society, the debate for cannabis legalisation was chosen. By choosing this debate, it would allow for an investigation into the reasons why society believes or does not believe the drug should be legalised. It would also provide an understanding of the ways in which graphic design can play a role in the communication of these ideas. Potentially, this could lead to a change in public opinions about the debate, when the ideas are communicated differently from how they are already. For example, cannabis has for years been portrayed as a dangerous substance by governments around the world. However, recent studies have begun to shed light on an alternative stance on the drug, with evidence that shows the benefits of lifting the ban.

The main aims of the project will be:

• To find a solution to the stigmatisation of cannabis
• Provide audiences with an alternative approach to legislation
• To explore the different ways in which cannabis can be sold
• To use graphic design processes as a way to change public opinions.

Before the practical investigation can begin, it will first be necessary to understand who the project will be aimed at and how to target them specifically. To do this, further research can be made into how cannabis is seen by different age groups, nationalities and people with different social backgrounds. By comparing the findings, it will be easier to establish a group that take the opposing stance to legalisation.

When looking at the stance on the drug from an online drug forum, there are more negative opinions of the legalisation. Looking at the forum talk.drugabuse.com brought about a discussion on the ways in which the media has played a role in the portrayal of cannabis. 

https://talk.drugabuse.com/threads/why-is-marijuana-portrayed-positively-in-the-media.4421/

 One user asked others why they believe cannabis is 'portrayed' by the media as medicine and why young people use it.

Another user replied with their opinion of the debate, stating cannabis today can be compared to the prohibition era of the 1920s and 30s, in which alcohol was similarly demonised by the US government. They believe that lifting the ban will have the same effect on society today, as it did back in 1933.

A 2014 study in the US by Pew Research Centre, found that 54% of Americans believed that cannabis should be legal. This was an all time high at the time of the recording, with details of certain ethnic backgrounds, ages and political stances all taking part in the survey. Among those who were white, 55% say yes to legalisation. 60% of those who were black believe it should be legalised and 43% of hispanics believe it should be. Among the ages, 70% of 18-29 year olds say yes, 56% of 30-49 said yes, 55% of 50-64 said yes and 32% of 65 and over said yes.

63% of Democrat voters said yes to legalisation, 58% of Independent voters said yes and 39% of Republicans said yes. Therefore, it is clear that the older generations are most likely to take the opposing stance on the debate for legalisation. It also proved that Republican voters were the least likely to agree with legalisation.

In order to continue with the investigation, it would first need to be reviewed by peers to see what other people would think of the approach. To do this, a presentation would be made that could briefly summarise the intentions of the project and demonstrate the graphic design approach in mind. From there, more ideas could be generated that can narrow down a direction for the investigation to go in.