Cannabis and cultural accommodation: exploring online drug normalisation through global visual representations and social media narratives with reference to Portugal and the Netherlands

This research investigates the cultural accommodation and normalisation of cannabis through global visual representations and online social media narratives, focusing on Portugal and the Netherlands as regulatory pioneers. These countries' distinct policy frameworks—Portugal’s harm-reduction approach centred on public health and the Netherlands’ coffeeshop model balancing accessibility with social control—reflect their pivotal roles in shaping contemporary cannabis perceptions. The study employs qualitative online ethnography and visual sociology to analyse digital content collected between 2021 and 2025, encompassing over 200 hours of data from platforms like TikTok, Instagram, and Reddit, alongside policy documents and cultural artefacts. A Grounded Theory framework guides the investigation, enabling a nuanced understanding of cannabis representations and their cultural implications (Glaser and Strauss (1967).The analysis highlights how aesthetic and commercial strategies transform cannabis from a criminalised substance into a ‘naturalised’ symbol of leisure, wellness, and social identity for everyday consumption (Blackman 2004). Medical cannabis emerges as a cornerstone of this normalisation process, with its integration into health narratives validating its therapeutic use (Adler et al., 2024). Social media platforms, particularly TikTok and Instagram, serve as critical spaces for cannabis normalisation, where it is portrayed through humour, wellness-oriented imagery, and consumerist aesthetics. Despite strict content regulations, users employ adaptive strategies to sustain visibility and reshape public attitudes. The significant contribution of this research lies in its examination of online normalisation, revealing how global narratives intersect with local practices in Portugal and the Netherlands. By integrating qualitative online ethnography, visual sociology, online media analysis, and policy studies, the findings underscore the role of digital platforms in redefining cannabis’ cultural, social, and economic significance, offering valuable insights for policymakers, academics, and public health
discourse