Junkie or patient? media’s portrayal of opioid harm reduction strategies in Nova Scotia

Abstract

Safe supply programs rolled across Canada amidst two public health emergencies: the opioid crisis and COVID-19 pandemic. Earlier research demonstrated safe supply’s efficacy, but confusing messages rooted in a history of racism, criminalization and stigmatization limited access to this life saving program. Harm reduction interventions reduce mortality and improve health outcomes for people who use substances. Criminalization confuses messages surrounding treatment; creates an unsafe illegal market; and fails to eradicate substance use in Canada. Media plays an influential role in shaping public perceptions. This study describes volume, content and themes from Nova Scotia news media sources that discuss safe supply between 2018 and 2022. Searches of three English-language news media sources from Nova Scotia identified 41 articles, coded for type, tone, topic, harm reduction intervention and thematically analyzed. Volume of coverage increased over time, which coincided with the COVID-19 outbreak and implementation of safe supply programs. Changes in narrative framing and use of stigmatizing language were also observed. No longer understood as a political or criminal issue, Nova Scotia news media content frames safe supply as a health and social justice issue. News media sources in Nova Scotia are not directly contributing to the stigmatization of people who use substances.