The vaper, Mark Diaz, stressed that he would consider returning
to cigarettes if flavour bans were to be introduced.
The video finished with a reminder to vapers that it is possible to
make a difference by staying informed about vaping and to use
their vote wisely for 2020 candidates who understand and support
the vape industry.
Will Godfrey, USA, Founding Editor in Chief of Filter Magazine
- ‘Holding the media to account’
Godfrey starts by raising the point that the American media have
a long history of raising ‘moral panics’ and that their distrust of
tobacco harm reduction as an emerging industry is nothing new.
He compares this to the harm done by the media during the
crack epidemic of the 1980s before highlighting the change to
the cannabis industry as a sign that change can happen because
the ‘negative media and government feedback loop fuels policies
that ruin lives.’
‘Alarmism’ he says, sells copy and drives clicks meaning positive
media stories can often be overlooked. ’Drugs, vapes and other
lurid depictions of carnage constantly out-perform balanced
realistic portrayals,’ he says.
He also calls out the lack of diversity in the media as an issue.
In the US, the high proportion of white, middle class journalists
keep their white, middle class readers in a constant state of
fear of the high proportion of smokers who benefit from harm
reduction tools such as those with mental health issues, LGBT+,
“In terms of regulations, I think,
the vape industry is really going
backwards compared to
this time last year.”
low income workers and also those living in poverty who have
higher use statistics.
The portrayal of vaping in the media is not of those groups who
are dying from smoking-related illnesses but rather of the white,
middle class teenagers suffering lung issues who echo their
readers. These teens are in smaller numbers then the smokingrelated
victims. Innocent victims sell newspapers after all.
So what are our options according to Godfrey? He asks us to
embrace the fragmented state of the media by taking to social
media to discuss positive stories or facts where possible and
to engage with journalists in a factual way that gives them an
alternative source. He also highlights the need for journalism as
a whole to diversify to ensure marginalised voices are heard. He
ends on a positive note stressing that this has worked for the
cannabis industry and could work for us too.
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