Abstract
The emergence of the marijuana legalization debate in Thailand has sparked considerable
interest among the public. Examining public sentiment and perspectives on marijuana via
online social media platforms is crucial for elucidating truths and establishing a foundational
understanding to inform policy decisions. This study seeks to achieve two primary objectives:
1) Investigate the discourse and attitudes surrounding marijuana on social media platforms, and
2) Analyze crime-related news pertaining to marijuana in online newspapers. Both objectives
aim to evaluate the impact of marijuana usage before and after the implementation of marijuana
policies, comparing two distinct time frames: pre-policy implementation (January 1, 2021, to
June 8, 2021) and post-policy implementation (June 9, 2021, to December 31, 2022). Each
research objective entails specific methodologies and yields notable findings.
The primary objective of this study is to explore public opinion and social discourse regarding
marijuana on online platforms before and after marijuana policy implementation. Utilizing data
from WISESIGHT, a renowned provider of social listening tools, specifically ZOCIAL EYE,
the researchers collected public sentiments on marijuana from prominent social media
platforms such as Facebook, Twitter, and YouTube. The sample consisted of the top 10
influential users identified based on their posting frequency, engagement levels, and follower
counts. Analysis of posts generated by these influential social media users during the six-month
periods before and after the implementation of marijuana policy changes revealed a total of
78,175 and 301,646 posts, respectively. Through content analysis, six primary themes shaping
the public discourse on marijuana in online social media were identified both pre- and post-policy changes. A comparative analysis of social discourse on marijuana
before and after the policy changes indicated a noteworthy increase in negative sentiment
towards marijuana post-policy implementation. Online social media users expressed
apprehensions such as concerns over the harmful usage of marijuana, opposition to marijuana
legalization, critiques of Thailand's liberal marijuana policies, calls for educational institutions
to maintain marijuana-free environments, and associations of marijuana with criminal
activities. Nevertheless, there were also individuals advocating for the positive attributes of
marijuana, asserting its potential as an alternative medicine and challenging perceptions of it as
an addictive substance, advocating against its prohibition, and urging an end to stigmatization
against marijuana use.
For the second objective, focusing on the analysis of crime-related news associated with
marijuana in online newspapers, the researchers employed the iQNewsClip database as the
primary data source for the study. The sample encompassed articles from four prominent online
publications, namely Thai Rath, Khao Sod, Manager, and Daily News. Over an eighteen-month
period spanning both pre and post-marijuana policy alteration, a total of 117 news articles
pertaining to marijuana-related criminal activities were identified and analyzed. These articles
were stratified into two categories: those disseminated prior to the policy amendment (22
articles) and those following the regulatory adjustment (95 articles). Prior to the policy revision,
the monthly frequency of news articles on marijuana-related crimes ranged from 0 to 3.
Conversely, subsequent to the policy revision, there was a notable surge in the number of
articles, with each month witnessing between 1 to 9 reports on this subject.
The findings from the content analysis revealed that following the implementation of the
marijuana policy, the predominant theme in news reports concerning post-marijuana use
misconduct was instances of violent behavior towards others, representing 29.9% of the total
reports. Subsequently, instances of inappropriate conduct such as vandalism, loud behavior,
and rudeness accounted for 4.5% of the reports, while incidents of property damage comprised
12.8%. Notably, individuals implicated in these incidents were found to have not only
consumed marijuana but also other substances, with kratom water/leaves being the most
prevalent at 11.1%, followed by alcohol, methamphetamine, and the concurrent use of multiple
drugs at 10.3%, 10.3%, and 9.4%, respectively. When comparing the periods before and after
marijuana policy implementation, there was a discernible uptick in the proportion of news
reports detailing misconduct post-policy implementation, particularly concerning violence
against others, inappropriate behavior, and property damage.
News reports on marijuana use indicate significant impacts on both users and victims. Among
users, aggressive behavior was most frequently reported (44.4%), followed by cases of fatalities
(9.4%). Post-policy implementation, there was an increase in reports on various impacts,
including aggressive and inappropriate behavior, injuries, and fatalities. However, positive
effects such as improved sleep, relaxation, increased appetite, and enhanced physical wellbeing were also noted. Regarding victims, the highest proportion of reports documented injuries
(19.7%), followed by impacts on emotional well-being (17.1%) and fatalities (15.4%).
Similarly, there was an increase in reports on victim impacts post-policy implementation.
Based on the aforementioned findings, the following recommendations are proposed for
policymaking agencies, including the Ministry of Public Health and related entities, the
Ministry of Education, the Office of Narcotics Control Board, the Royal Thai Police, the
Department of Health, the Food and Drug Administration, and relevant networks:
Incorporate Public Opinion: Utilize feedback from the public to guide marijuana
policy development and control measures, considering both the benefits and risks associated
with marijuana. Strive to minimize harmful impacts and maximize benefits from marijuana use.
Additionally, adopt a medical and public health perspective to develop comprehensive
marijuana policies that benefit patient groups and safeguard public health.
Implement Policies and Control Measures: Develop and implement policies, control
measures, and surveillance systems to prevent illicit marijuana use and mitigate risks associated
with marijuana use among students, scholars, and the general population.
Information System Development: Collaborate to create and establish an information
system on marijuana to promote public awareness, enhance understanding of marijuana's
benefits and risks, and counter misinformation. Develop plans for prevention, control, and
addressing issues related to marijuana advertising and the sale of marijuana products, both
online and offline.
