The Haymaker is Leafly Senior Editor Bruce Barcottâs opinion column on cannabis politics and culture.
A couple months ago legislators in Washington state removed the word marijuana and replaced it with cannabis in the stateâs legal codes.
The billâs authors did so because âthe use of the term âmarijuanaâ in the United States has discriminatory origins.â They deemed the term cannabis more scientifically accurate.
But then the primary author of the new law made a bolder statement. âThe term âmarijuanaâ itself is pejorative and racist,â state Rep. Melanie Morgan said. âIt was used as a racist terminology to lock up Black and brown people.â
A lawmaker claimed the word marijuana âis pejorative and racist.â But is it really?
Morganâs âpejorative and racistâ comment sparked a conversation about our use of the word at Leafly. We take language seriously here. Weâre all too aware of the power of words to shape debate, create stigma, pass laws, and deny personal freedomsâespecially when it comes to cannabis. Words can heal and words can harm.Â
Weâve long known that marijuana has a complicated history. But is it actually pejorative and racist?
Over the past few weeks I asked cannabis experts and my own Leafly colleagues for their input.
It turns out thereâs no easy answer to the question. During our conversations, it dawned on me that we get into trouble when we demand a binary answer to a nonbinary question. We ask: âIs this word offensive?â But in most cases language doesnât work like that. Words live, breathe, and evolve in an atmosphere of cultural context.
So letâs dive into the context of marijuana.
Origin of the word
Historian Isaac Campos, author of the book Home Grown: Marijuana and the Origins of Mexicoâs War on Drugs, is the leading authority on the origin of the word. He traces it to botanists conducting research in Mexico in the 1850s. Those early naturalists noted that the local population had taken to calling the plant previously known as pipiltzintzintlis by a new name: mariguana. That word, Campos noted, would go on to âconquer the lexica of most of the Western Hemisphere.â
David Downs, Leaflyâs California bureau chief, tipped me to Camposâ book. âMarijuana is an authentic indigenous Mexican term that has cultural and historical validity from the 1800s through the present day,â Downs said, âeven if others abused it for political aims in the 20th century.â
1930s: Demonizing the plant with a word
Marijuana held few negative connotations until the 1930s, when prohibitionist crusaders like Harry Anslinger, working with the Hearst newspaper chain, used it to demonize what had previously been known as hemp or cannabis.
By calling it marijuana, Anslinger meant to cast a menacing, xenophobic shadow over good old patriotic hemp. And letâs be clear: By calling it marijuana, the intent was to frame cannabis as a dark-skinned threat to notions of white American innocence and purity.
Queen Adesuyi, senior national policy manager for the Drug Policy Alliance, noted that the word didnât originate as an anti-immigrant slur. âThe word marijuana was not originally created to stigmatize the plant,â she told me. âRather, it was used in a political way to stigmatize the plant and the people associated with the plant. Where we see the actual harm of the use of the word marijuana is in the federal legal code, because it was intentionally used to align the plant with Mexicans, and Mexican-Americans, in order to incite xenophobia and bigotry. But the word itself is not a slur.â
Whoâs speaking? Whatâs intended?
Before we spoke about the word, Adesuyi prefaced her remarks by making something clear: âI am not a Latina,â she said. âI am a Black woman, a first-generation Nigerian-American. I want to put that on the table as we navigate around the complicated history of this word.â
As with so many problematic words, the cultural position of the person uttering the word carries meaning. âWeâve got to consider whoâs saying marijuana and why,â David Downs observed. The meaning of the word is bound up in the cultural position of the speaker, along with the speakerâs intentionâwhether to celebrate, describe, or slur.
Perhaps the most clarifying example of this dynamic can be found in the word queer.
A generation gap in language, experience
In 2019, researcher Juliette Rocheleau conducted an investigation into National Public Radioâs use of the term queer, which had been reclaimed by LGBTQ leaders in the 1990s, starting with the activist group Queer Nation. For decades, the word had been used as a hateful slur against LGBTQ people. Today itâs been largely normalized as the Q in LGBTQ.
Rocheleau found thatâas with marijuanaâspeaker, intention, and context mattered. Even within LGBTQ circles, opinions often varied depending upon the generation of the person asked. Those in their early 20s were largely comfortable with the termâeven self-identifying with the wordâwhile many of those over 50, who may have experienced personal harm caused by the word, tended to avoid the term.
Geography and cultural context also matter. Queer spoken in celebration at a drag show in Seattle has a much different connotation than the same word used as an insult at a college frat party just a few miles away.
What is the word communicating?
Words are symbols for the objects and ideas they signify. In 2022, most of the English-speaking world still takes marijuana as the first word that comes to mind when referencing the cannabis plant or its products.
Although cannabis has become more common over the past decade, the Google Trends graph below shows marijuana still maintaining a clear edge over cannabis in search traffic. When people have a question about marijuana, they tend to look under marijuana first.
Google search trends
(blue = marijuana, red = cannabis)
The real role of SEO
At Leafly, we adopted a strict cannabis-first policy back in the early 2010s. We almost always used cannabis, never marijuana. Back then, saying cannabis counted as a political act. The word felt awkward in the mouth. It could come off as pretentious. More than once I found myself pausing before uttering it, as if it took an extra ounce of willpower to push it out. At the time, we did it to fight stigma and encourage the world to view âpotâ in a new way. To take it seriously. To give the subject its dignity. Saying cannabis invited the listener to join the post-prohibition era.
Weâre still cannabis-first, but over the years Leaflyâs house style has relaxed in response to the realities of the world. We prefer cannabis, but weâll also mix in marijuana, sometimes weed, and very occasionally pot.
We use those terms because thatâs how people search for the information we publish. SEO (search engine optimization) is the practice of shaping headlines and articles with an eye toward connecting with people searching for informationâand it matters. Appearing first in a Google search can mean the difference between reaching 1,000 readers or 100,000 readers.
While we seek to steer the worldâs cannabis discussion in positive directions, we also want to meet our readers where theyâre atâand connect them to the information they need. We might wish everyone searched for cannabis, but an equal number, or more, search for marijuana.
Usage doesnât mean itâs not offensive
The fact that a word is currently in common usage, of course, doesnât mean it should continue in common usage. Offensive words can and are dropped faster than you might expect, as fans of the NFL team based in Washington, DC, can confirm.
And search engines themselves arenât perfectly neutral machines. Google employees tweak and update the companyâs algorithms constantly. Employees are human, and Google is not an objective mirrorâit is a $200 billion advertising platform. As Safiya Umoja Noble noted in her book Algorithms of Oppression, humans are fallible creatures with variable biases, prejudices, incentives, and blind spots.
âRendering web content [pages] findable via search engines is an expressly social, economic, and human project,â Noble wrote. That project originates in a cauldron of human judgment, but because itâs expressed in programming code, she noted, itâs ânaturalized as âobjectiveââ when in fact it is not.
Itâs NORML to use the word
NORML Deputy Director Paul Armentano is one of Americaâs foremost authorities on marijuana history and policy. Heâs given the marijuana question a lot of thought, in part because it directly affects the success or failure of NORMLâs work. The word also functions as the cornerstone of his organizationâs name, the National Organization to Reform Marijuana Laws.
âNORMLâs core mission is to influence public opinion and to change cannabis policies,â Armentano told me. âIâm not aware of any data showing that replacing the term âmarijuanaâ with âcannabisâ in our outreach or advocacy puts us in a better position to achieve those goals.â
âDespite the evolution of the publicâs understanding of the cannabis plant, âmarijuanaâ still remains the terminology that both the public and elected officials are most familiar with at this point in time,â he added. âIt also remains the more prevalent term in the scientific literature.â Armentano pointed out that a PubMed search of marijuana studies returned 40,144 results, while cannabis found 28,366 results.
Donât whitewash our history
Queen Adesuyi, senior national policy manager for the Drug Policy Alliance, brought up another aspect of marijuana usage. That is: Labeling marijuana as racist or offensive may alienate many of the people most connected to the plantâand those disproportionately targeted by the War on Drugs.
âThe word cannabis is very disconnected to most communities,â she said. âYour average person does not refer to the plant as cannabis.â
âAs weâre working to advance legalization across the country, what we donât want is a complete whitewashing of the history of marijuana criminalization and the impact thatâs had on people of color,â Adesuyi added. âThis is something weâre seeing the industry do. Thereâs an active attempt to revamp what the plant means, and who it represents.â
âWhen you think about âthe new face of cannabisââ presented by some companies, she said, âit oftentimes is not in alignment with [those most affected by] the stigmatized and criminalized history of the plant.â
Unintentional consequences may arise
Adesuyiâs observation struck close to home. Back in the day, Leafly played a role in the âsoccer mom-izationâ of weed. It was an effort to disconnect the ânew world of legal cannabisâ from the âbad old days of illegal marijuana.â White, upper-middle-class suburban women were seen as the ideal welcoming faceâand massive customer baseâfor the emerging legal industry.
That didnât go so well. The target demographic did not swap wine for weed, and after a while my colleagues and I realized our pages were becoming a pale parade of white people. Cannabis sales data, and the evidence gathered by our own eyes in the field, told us we were shutting out a wide and diverse swath of cannabis consumers. We adapted and evolved.
âA huge number of people still use marijuana,â said Pat Goggins, a fellow editor at Leafly, âand Iâm not sure cutting the term out of our vocabulary is practical, or the answer. Would that just be covering up the past?â
Must we always bend to tradition?
Janessa Bailey, Leaflyâs culture editor, offered a perspective I hadnât considered. âIâve used the word cannabis around older generations and have been met with a puzzled look,â she said, âwhereas marijuana seems to get the meaning across.âÂ
âThis makes me think about America as a gerontocracyâand how we do a lot of things in our country because itâs what older generations understand, even if itâs not progressive or forward-thinking. We entertain many outdated concepts simply because the people who grew up with those concepts continue to stand firmly in them out of a sense of tradition.â Â
Donât waste energy arguing over words
Thereâs also the question of political focus and wasted resources. âItâs important to lead the public discussion about the terms we use,â said Calvin Stovall, Leaflyâs East Coast editor, âbut I donât think itâs productive to police how consumers or other members of the industry use the word marijuana.
âIâd rather see us direct our collective energy at the institutional levelâto change the laws that are racist and offensive. Forcing people to take a political stance by only saying cannabis and never marijuana creates a dynamic where the legalization community gets caught up arguing among ourselves about terminology.â
Decision time in Word Court
After weeks of conversation and rumination, I find myself disagreeing with Rep. Melanie Morgan.
Let me say it clearly: Marijuana is not pejorative or racist.
The impulse that drove Morgan to change the language of Washington State law wasnât unfounded, though. Itâs time to update the legal conversation to cannabis. But Morganâs diagnosis was imprecise and too simplistic. Marijuana is a problematic, complicated word with a problematic, complicated history. In the year 2022 it exists in a state of flux, loathed by some while used without malice by many.
Thriving in the cannabis world requires flexibility and quick adaptive reflexes. The language we use reflects that. Weâre constantly reading the room to determine the appropriate verbiage. Mostly itâs cannabis or marijuana, but now and then itâs weed and sometimes itâs pot. Sometimes it can feel like living in a Key & Peele code-switch sketch.
Thatâs my answer today. Stay tuned. Itâll probably change, because language never stops evolving and neither should we.
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