High Stakes Headlines: Ontario Newspapers and the Cannabis Legalization Narrative

The Government of Canada legalized non-medical cannabis on October 17, 2018. In response to the federal legalization, the Province of Ontario developed regulations to control the use and distribution of non-medical cannabis. Newspaper framing contributes to how the public perceives cannabis legalization. This study examines how Ontario newspapers depicted the legalization of non-medical cannabis in the year before and after the proclamation of the Cannabis Act. Using inductive qualitative content analysis 813 articles were analyzed. While many frames were consistent with previous research, this study uncovered unique findings stemming from the predominant discourse in Ontario media regarding a change in provincial leadership preceding cannabis legalization. These findings underscore the relationship between political dynamics and media framing in shaping public discourse on cannabis legalization, shedding light on the complexities inherent in the intersection of policy, media, and public opinion.