Friday, November 29, 2013

What type of audience is targeted overall in the media industry for synthetic marijuana?

Ellen Rehm

Synthetic marijuana is also known as "spice," which is referring to a wide variety of herbal mixtures that produce experiences similar to marijuana and that are marketed as safe, legal alternatives to that drug. The various names for spice include; K2, fake weed, Yucatan Fire, Skunk, Moon Rocks, etc. They are also all labeled "not for human consumption."

Spice products are the most popular among young people, therefore the media is directed at them. All of the packaging labels for spice will be very colorful, cartoons that look high. Even names such as "Scooby Snacks" will make people more likely to buy them. Of the illicit drugs most used by high school seniors, they are second only to marijuana. Spice is more popular among boys than girls. A survey taken in 2012, showed that nearly twice as many male 12th graders reported past year use of synthetic marijuana as females in the same age group. The easy access and misconception that spice products are natural and harmless only contribute to its popularity. Another key thing the media makes known is that the chemicals used in spice are not easily detected in standard drug tests.

Source: DrugFacts: Spice (Synthetic Marijuana). National Institute on Drug Abuse. December 2012. Retrieved from http://www.drugabuse.gov/publications/drugfacts/spice-synthetic-marijuana

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