1. Introduction

Mass culture is a specific form of symbolic culture, and an important feature of it is a characteristic message without direct contact between the sender and the receiver of the transmitted content. The carrier of mass culture are all means of mass communication (including cinema, television, radio, advertising, magazines), but first of all the content presented in them ^[1]. The popularity and dissemination of this type of messages is fostered by technical development, especially the availability of the Internet, which allows the diffusion of any ideas to an unlimited audience.

For several decades, positive messages about psychoactive drugs have been frequent in mass culture products. One can read about drugs or experiences related to their use in newspapers and books. There are also film productions that deal with drugs or have drug themes in them. Music works on this topic and Internet portals, created and run by people interested in drug issues, almost freely present positions and experiences after drug use, as do some youth idols and celebrities ^[2]. In addition, representations of psychoactive drugs can be encountered while shopping, in grocery stores, clothing stores, drug stores or gadget stores, as well as on city streets, especially on buildings decorated with colorful pro-drug graffiti.

2. Movies

Drug use has been a topic addressed in the film industry for decades. Film makers often address both health-enhancing and risky behaviors.

Film productions with this theme began to appear as early as the fourth decade of the 20th century, but at that time they were more often about alcohol addiction and the relationships shown between alcoholics and their loved ones. In the last two decades of the twentieth century, many more films appeared in which drugs other than alcohol were used. Such scenes also began to form the main plot of screen adaptations ^[3]. Examples of films in which drug scenes appear frequently include Trainspotting, Requiem for a Dream, Blue collar, Easy rider, Big Lebowski, Drugstore cowboy, Bad Lieutenant, Traffic, Blow, Leaving Las Vegas, Kids ^[4][5], and many other screen adaptations. The Internet Wikipedia has a "List of Drug Movies" page that provides an alphabetical listing of several hundred movies in which drug use is a major theme or that feature scenes of drug use or distribution. The drugs most commonly shown in films are cocaine, heroin, marijuana, methamphetamine and LSD ^[6].

In a study designed to estimate the representation of drug use in scenes from Oscar-nominated films between 2008 and 2011, the authors analyzed the media content of 47 films (nominated for Best Picture, Best Actor, and Best Actress) depicting drug use and/or its consequences. The researchers identified a total of 515 scenes of drug use in these films. Both the use of alcohol, cigarettes and illicit drugs were presented as problematic or occasional behaviour, but usually as a reaction to stress and tension. In addition, an increase in scenes of drug use other than alcohol and tobacco, as well as scenes of simultaneous use of multiple drugs, including by women, was observed each year. According to the authors of the study, films with drug use episodes reflect what is happening in society; in Western countries more and more teenagers are experimenting with drugs, e.g. marijuana, while smoking tobacco is on the decline. Researchers also point out that Oscar-nominated films are the most popular films and may influence the creation of behavior of viewers of this content ^[7].

Numerous productions feature bleak images depicting familial, relational, and social dysfunction depicted in such films as Requiem for a Dream, considered a cult film of the genre. However, even in this dramatic film, which has been described as a "horror" film, scenes of drug use can imply a desire for a drug experience. Short sequences that vividly depict close-ups of drug packages being opened, preparation, drugs being ingested, distribution in the bloodstream, and pupils dilating after use can create an excited need for the viewer to experience these states ^[8].

In April 2021, the third edition of the SPLIFF Film Festival was held online. According to the originators of this project: "SPLIFF is a place where filmmakers, artists, animators and smokers share original short films that explore and/or celebrate cannabis and its liberating effects on our imagination, appetites, libido and creative energy." ^[9].

3. Music

As early as the end of the 20th century, it was warned that adolescents' music preferences may correlate positively with engaging in risky behaviors, including drug use ^[10]. Analogous observations were reported by members of the Council on Communications and Media ^[11] at the end of the first decade of the new millennium. Attention was paid primarily to representations of drug use in the lyrics of contemporary popular music.

In 2005, a content analysis of nearly three hundred of the most popular songs (according to Billboard) was conducted to determine the frequency of drug-alcohol messages in the lyrics of selected music genres. The results indicated that, in pop songs 9% of the content of this type was observed, in rock songs - 14%, in hip-hop and R&B songs 20% of the content about taking intoxicants was marked, and the highest indications were obtained in rap lyrics containing 77% of such messages. The authors of the study indicated that music can be a cause of creating attitudes towards drugs. The measurement did not determine the impact of this type of content on the behavior of adolescents and focused solely on the analysis of the text layer ^[12].

Numerous studies have observed associations of certain music genres (rap, reggae, techno, R&B, punk, heavy metal, house, trance) with alcohol use ^{[13][14][15][16]} and drug use - marijuana, amphetamine, ecstasy, LSD, hallucinogenic mushrooms, heroin and GHB ^{[13][14][16][17][18][19][20][21]}. Studies have confirmed that the number of drug references in the lyrics of popular music in recent decades has increased many times, while drug use is most often associated in these messages with splendour, wealth, mood enhancement, sexual activity, celebration and social life ^[22][23][24]. Researchers of relations between music and behavior emphasize that even compositions without references to extra-musical reality may provoke strong psychological reactions in listeners ^[25], whereas texts transmitted through music may contribute to popularization of the messages they contain ^[21]. Experiencing music is an experience of identity; an individual reacting to the piece of music being listened to becomes involved in emotional alliances with the performers and other fans creating a strong connection. The content heard can be absorbed and then adopted and incorporated into the listener's life as their own ^[26].

4. Publications

Publications published in the form of books are also examples of promoting a culture of drug use and encouraging such activity. However, exemplifying the dissemination of content infused with positive information and messages about psychoactive drug use are specialized magazines and publications aimed at those interested in psychoactive experiences, either published by online sites or available in hard copy ^[2].

The online platform Feedspot.com updated in early April 2021 provides a ranking of 30 magazines that publish cannabis-related content with the goal of discussing cannabis news, companies, stocks, and technological advances, presenting the latest industry news, legal and financial information, business opportunities, and cannabis compliance, among other topics. These publications also provide information on how to grow cannabis, strategies for growers and finished product distribution business owners, current market data, and more ^[27][28].

5. Celebrities

The glorification of drug use by celebrities and the pervasiveness of such behavior suggested by representatives of this group are other factors that may encourage liberalization of attitudes towards narcotics ^[29]. Representatives of this group strongly influence the health behaviors of their admirers, often making them followers of their preferred activities ^[30]. Projects have been undertaken in which researchers attempt to determine the impact of media coverage of idol drug use on adolescent behavior [31]. However, determining these relationships may not always be accurate, as they may depend on the context in which the information is conveyed; for example, reports of Amy Winehouse and Prince's drug-related deaths may tend to negatively influence perceptions of drug use ^[31][32].

Research suggests that watching scenes in which actors, especially celebrities, use tobacco, alcohol, and other drugs or discuss their use may influence viewers' beliefs and behaviors regarding the use of these drugs. A study conducted among adolescents between the ages of 12 and 15 found that cigarette smoking by movie stars may play an important role in encouraging adolescents, especially girls, to replicate this behavior ^[33].

Studies conducted among adolescents confirmed that adolescents, despite the awareness of some pathological behaviors of their idols, unreflectively copy the activities observed in them. Along with the indifference and departure from previous authorities noticeable among adolescents, this phenomenon poses a considerable threat and challenge for parents, teachers, as well as individuals or groups that may exert influence on the representatives of this age group. Celebrities' admitting to using psychoactive substances may model the patterns of such activity among young people. For young people, idols are almost objects of worship, and at the same time they are sometimes mistakenly perceived as authorities. Unfortunately, they are often people who despise social norms, who have many problems and for whom the use of drugs is the norm, which they do not intend to hide ^[2].

6. Internet

Many researchers have highlighted the important role of social networking sites in the exchange of information between drug users. Currently, there are a considerable number of videos on the Internet, including YouTube, showing drug use behaviour ^[34]. There are also portals created for everyone interested in drug use, such as Erowid, Bluelight ^[35], HipForums ^[36], Hyperreal and Neurogroove ^[2]. In addition, popular social networking sites, including Facebook, Twitter, and Instagram are often platforms for sharing drug experiences ^[37][38].

These portals provide all the information needed to produce potent drugs produced from poppy seeds at home, over-the-counter (OTC) drugs combined with components available in every household, and information on all the ways to achieve intoxicated states ^[39][40]. Knowledge on this subject can be obtained without any obstacles. As Paul M. Wax points out, it only takes one click to both obtain the information you are looking for on drug use, manufacturing, "safe" use, and to purchase the goods you are looking for via the Internet ^[41].

The Internet influences both drug distribution and drug use; it facilitates the emergence of new producers and distributors in the global drug market, while providing these actors with new customers and fostering increased demand for drugs ^[42].

Already in 2013, the EMCDDA identified 651 online sites offering new drugs, while in 2014, observation of emerging online offers confirmed the activity of portals offering other drugs for trade, previously only available on the so-called black market ^[43]. Acquisition of drugs is very simple; after placing an order, a shipment is delivered to the indicated address within a few days, for which payment can be made only upon delivery. Standard shipments are often enhanced by traffickers with free samples of new drugs. Attractive distribution and clear conditions set by online sellers create the appearance of legality, encouraging the use of the offered products ^[2].

In addition, quasi-pharmacies operate on the Web, where potent narcotic medications can be easily purchased without a prescription ^[44]. In addition, for more than a decade, an indeterminate number of stores offering NPS (new psychoactive substances) and other drugs for sale have been operating on the Internet ^[45][46].

Internet surveys conducted among NPS users confirm that Internet forums are the main source of information about new drugs. People who go to treatment centres after drug intoxication admit that they have used information from, among others, the Hyperreal website ^[2]. In addition, knowledge about NPS can be obtained from online stores, dealers, friends and the media. Other studies have also found that the primary reason for using NPS was to come across positive accounts of drug use on websites ^[47]. Organized drug trafficking through social media, including Instagram and Facebook, advertising drugs through these media and downplaying the risks of drug use is a problem systematically observed by law enforcement and public health agencies ^[48][49].

7. Food

For more than a decade, the food market has seen products infused with cannabinoids present, including tetrahydrocannabinol (THC). These products come in various forms such as baked goods, candy, or beverages. Countries where cannabis use has been legalized have taken the necessary regulatory steps to reduce the risk of intoxication by requiring edible products to have universal warning symbols, informing consumers of the proper serving size; limiting the amount of THC per serving and the total number of servings per item ^[50]. However, outside of countries where the use of hemp derivatives has been legalized, products labeled with the hemp leaf can be purchased in regular grocery stores to attract the attention of those interested in using the drug ^[2] Food products containing hemp derivatives in their composition are sometimes referred to as "super foods" ^[51], and producers encourage purchase and consumption by creating new trends that can be assimilated by adolescents. The observation of consumer behavior of adolescents confirms the high popularity of this type of food products ^[52].

8. Clothing, jewelry, gadgets, cosmetics

Recent decades have seen a dynamic growth of the clothing industry, which targets specific audiences, including users of psychoactive drugs. It should be noted that studies on worn clothing as a stimulus to undertake specific behaviors, as well as clothing as self-expression and identification with a particular social group, confirm the presence of dependencies and links between these variables ^[53].

Clothing manufacturers offer a variety of models of shirts, pants, caps, sweatshirts, coats, socks and other garments, both full of pop culture references and, of course, full of weed leaf prints containing messages glorifying the use of cannabis derivatives. Observers of this phenomenon believe that this is a developing trend and unstoppable ^[54][55]. Brands are being created, whose activity is directed towards the production of both clothing and all gadgets related to the use of cannabis: decorative boxes, pipes, blotters, grinders and other smoking utensils ^[56][57][58]. In addition, entire series of drug-related jewelry collections are being created, where the offered earrings, rings, necklaces, bracelets, and other intricately crafted pretzels are shaped like cannabis leaves, other drugs ^[54][59], or necklace pendants shaped like molecular structures of cocaine, methamphetamine, LSD, and other drugs ^[60].

Cosmetics drugstores are increasingly selling products decorated with a hemp leaf. Although they do not contain psychoactive substances in their composition, due to the social discourse surrounding the controversy over the legalization of marijuana, these products are also popular among consumers ^[61][62].

9. Summary

Mass media can both promote a pro-health culture and foster anti-health activities ^[63]. Many studies suggest that adolescents' risky behaviors are associated with exposure to drug-liberal mass culture content presented in film, music, literature, via websites, but also represented on everyday products: food, clothing, cosmetics, gadgets, and others.

The cited research data clearly correspond to the cultivation theory of Gerbner and L. Gross ^[64], and the results of these studies suggest that the behavioral patterns shown in the media are perpetuated and nurtured and transferred in the actions of the audience in the social space in which they function, learn, work, play, live.

The ease of assimilation of the positions created by the lyrics of musical pieces or the content of Internet portals is strengthened by the mutual interactions occurring, for example, during large musical shows for young people. These results therefore correspond to the assumptions of A. Bandura, indicating that drug use may be the result of taking over behaviour patterns from persons significant for the individual ^[65].

The observed relations between the use of popular culture products and drug use correspond also to the features of social reality defined by the postmodern perspective: ambivalence, complete tolerance of all ideas, pluralism, liberalization, the aftermath of "modernity" defined by J. Baudrillard as "the state after the orgy". - the emergence of liberation in all possible spheres of social reality, including political liberation, sexual liberation, liberation of women, children, unconscious drives, destructive powers, productive forces, and at the same time the affirmation of all models of representation and anti-representation ^[66].

This entry is adapted from the peer-reviewed paper 10.3390/ijerph18116000