Thailand's Cannabis Journey: Traditional Culture Meets Modern Reform

What is it about?

Plain Language Title (limit 100 characters): "How YouTube Videos Portrayed Thailand's Cannabis Legalization: From Traditional to Modern" What is it about? (Lay Summary): Our study examined how Thailand was portrayed on YouTube after legalizing recreational cannabis in June 2022. We analyzed 57 YouTube videos posted between March and September 2022 to understand how this major policy change affected Thailand's image online. We found mostly positive coverage that highlighted how cannabis was being integrated into Thai society, its medical benefits, and its potential as a valuable economic resource. The videos often connected emotional themes with social, physical, and cultural aspects of the change. Thai citizens and government officials were the main voices shaping the discussion, generally supporting the decision to legalize cannabis. The most common themes in the videos focused on tourism, celebration, and policy changes, emphasizing the positive aspects of cannabis legalization. Our research shows how major policy changes can significantly impact a country's international reputation, with Thailand being portrayed as uniquely blending traditional culture with modern progress.

Featured Image

Photo by Kimzy Nanney on Unsplash

Photo by Kimzy Nanney on Unsplash

Why is it important?

This study is the first analysis of how cannabis legalization affected Thailand's international image on social media. As the first Southeast Asian country to legalize recreational cannabis, Thailand's experience provides valuable insights for other nations considering similar policy changes. Our findings show how digital media platforms like YouTube play a crucial role in shaping global perceptions of major policy changes. The research reveals that positive narratives around cannabis legalization can help position a country as progressive while maintaining its cultural identity. This understanding is particularly important as more countries consider cannabis policy reform and must manage their international reputations during such transitions.

Perspectives

“

This research captured a pivotal moment in Thailand's evolution, revealing how a country can successfully blend traditional cultural values with progressive reform. Through social media analysis, we gained unique insights into how policy changes shape international perceptions - lessons that could prove valuable for other nations considering similar reforms.

”