Visibilización de las estrategias de rebranding y captura corporativa de la salud pública por la industria del cannabis
- Manuel Isorna Folgara
- Víctor J. Villanueva-Blasco
ISSN: 0213-7615
Ano de publicación: 2022
Título do exemplar: Abordaje y actualización sobre el consumo de cannabis en la población española
Número: 47
Páxinas: 17-36
Tipo: Artigo
Outras publicacións en: Revista española de drogodependencias
Resumo
Cuando las políticas afectan a los determinantes comerciales de la salud, como el alcohol, el tabaco y el cannabis se conoce como captura corporativa de la salud pública. El objetivo del estudio fue visibilizar las estrategias promotoras del cultivo, consumo y regulación del cannabis orientadas hacia una regulación conveniente para la industria, en detrimento de la salud pública. Se siguió un diseño exploratorio cualitativo utilizando un muestro intencional a partir de los diversos canales de información utilizados por la industria del cannabis. Las estrategias de rebranding y captura corporativa halladas se fundamentan en: a) argumentos de desarrollo económico en los que justificar su expansión y una regulación laxa; b) fomento de una imagen positiva del cannabis asociando su consumo a fines de salud y bienestar; c) fomento de una imagen social más aceptable del consumidor, del autocultivador e, incluso, del vendedor; d) la captación y fidelización de consumidores a través de productos derivados del cine, la televisión o los videojuegos, y de manera especial a través de influencers; e) los regalos publicitarios y de patrocinio de eventos dirigidos al “tarjet” de los potenciales consumidores; f) la difusión de fake news que sugieren que el cannabis cura enfermedades; y, g) procesos distorsionadores que afectan a la investigación sobre el cannabis, cuando la financiación proviene de la industria del cannabis. Estos hallazgos ponen de manifiesto las acciones de captura corporativa de la industria del cannabis, orientadas a bloquear o retrasar lasmedidas de salud pública que son contrarias a sus intereses económicos
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