Message development · 2023 · full text
Talking Points: Both Sides of Marijuana Legalization
The assignment: write persuasive candidate talking points for both sides of the same issue, each tuned to its audience. The skill on display isn't the position — it's the audience analysis.
message developmentaudience targetingDemocratic challenger — for federal legalization
- It's time to end the federal prohibition of marijuana and end the stigmatization of a drug that has put so many people of color in prison for minor offenses. Marijuana arrests cost the country between $1.19 billion and $6.03 billion annually — and many of these arrests unfairly target minorities.
- When I'm in Washington, I'll advocate for regulations to make sure that when marijuana is legalized federally, it's safe for consumers and vulnerable populations are protected — marketing restrictions, childproof packaging, and product testing through government agencies.
- Legalization has broad-based support: a 2022 Gallup poll found nearly 60% of adults support the cause — so I know I won't be alone in this fight.
- If you vote for me, I promise to advocate for marijuana policy reform in Washington. I'm well versed on the issue, so I'll be a champion of the cause at the Capitol.
Republican incumbent — for continued prohibition
- I have been a constant and stalwart supporter of states' rights to legalize marijuana. Federally, marijuana is where it belongs: on the list of Schedule I drugs.
- Marijuana is not harmless. Like tobacco, smoking marijuana can cause respiratory issues — and it can contain five times the carbon monoxide and three times the tar found in tobacco. Medical experts cite increased car accidents, ER visits, and hospitalizations in states that have legalized.
- The potential economic impact is not worth the cost of creating another Big Tobacco. In states that have legalized, we've seen increased youth use — and an industry using the same child-appealing tactics tobacco used decades ago.
- In Congress, I have supported continued federal prohibition by voting down ill-advised bills that would legalize the drug with little regulation.
A message-development exercise from a graduate political communication program: same issue, two candidates, two audiences, two evidence bases. Neither set represents a personal position.