From Niche To Mainstream: The Evolution Of Cannabis Journalism In The 21st Century, Latin American Edition

The technological advancement of the 21st century has facilitated a unique form of democratization. Not of government, but of information. And no niche topic exemplifies this better than the emerging field of cannabis journalism.

Helping drive this profound shift, according to a recent report by Lola Sasturain on Telam – Argentina's national news agency, is a unique group of communicators who are successfully navigating the nuanced intricacies of the subject matter. Prominently featured in this report is Benzinga Cannabis' managing director, Javier Hasse, a name that has, over the last decade, become synonymous with in-depth cannabis journalism, along with Martín Armada, Alfredo Pascual, Santiago Tarditi and Muy Paola.

Hasse, the CEO of El Planteo, the most-read cannabis news source in the Spanish-speaking world, started his journey in the realm of finance writing. A chance assignment to cover cannabis-related stocks marked the inception of an unforeseen career trajectory. This new intersection of finance and cannabis ignited Hasse's passion and quickly led to a full-fledged plunge into cannabis journalism. Today, he stands as a testament to the transformative power of this emerging discipline, having authored the bestselling book "Start Your Own Cannabis Business: Your Step-by-Step Guide to the Marijuana Industry" and obtained numerous industry awards.

In an industry still in its formative stages, the battle with stereotypes and censorship remains a constant challenge. Yet, pioneers like Hasse remain undeterred, navigating these obstacles with a steadfast commitment to bring a factual and nuanced perspective to the world of cannabis. As Hasse's influence grows, his vision for cannabis journalism continues to evolve and expand, bringing a level of depth and complexity to the subject matter that is gradually dismantling old stigmas and stereotypes.

Equally optimistic about the future of cannabis journalism is Martín Armada, general editor of Revista THC and a member of Expo Cannabis Argentina. Armada's perspective aligns with Hasse's in viewing cannabis journalism as a tool for social change and a more equitable society. He envisages the future of this field being shaped by its ability to strike a balance between information and entertainment, a nuanced tightrope walk that is reflective of the complexities inherent in the topic itself.

Alfredo Pascual, a journalist turned cannabis industry analyst, embodies the broadening horizons of this emerging profession. Now working for a cannabis-specialized investment fund, Pascual's transition underlines the multifaceted opportunities opening up within the industry. The growing demand for accurate, unbiased and specific data points towards an increasingly sophisticated audience of entrepreneurs and businessmen seeking informed insight into the sector.

This mosaic of experiences is representative of a larger global movement, spearheaded by individuals like Santiago Tarditi. An editorial strategist and environmental activist, Tarditi’s journey from recreational consumer to influential writer underscores the diversity of pathways within this dynamic field. As an active contributor to major publications and author of multiple books, Tarditi is a recognizable face in the global cannabis journalism landscape.

Tarditi’s most notable work, "High on Design: The New Cannabis Culture," serves as a testament to the progressive shifts within the cannabis industry. This influential book was the first to delve into the intricate world of cannabis branding and design, helping to further diversify and sophisticate the narrative around cannabis culture.

On a parallel path in Chile, a social media influencer known as Muy Paola is carving out her niche in the field through her platform Santiago Verde. Started in 2015 as a simple blog featuring images of cannabis plants, Santiago Verde has evolved into an influential platform for information, advocacy, and community engagement.

While she doesn't consider herself a journalist, Muy Paola's contributions mirror the work of one. Her influence extends far beyond the screen, inspiring offline initiatives such as organizing cannabis-related events and gatherings that draw hundreds of attendees. She exemplifies how this new wave of cannabis journalism is not limited to the traditional modes of communication but is instead leveraging the power of social media to reach, educate, and engage audiences on a global scale.

Cannabis journalism has emerged as a vibrant, multifaceted field. As the industry continues to evolve, driven by pioneers such as Javier Hasse, Martín Armada, Alfredo Pascual, Santiago Tarditi, and Muy Paola, one thing is certain – the green revolution in journalism has only just begun, and its future looks as promising and complex as the plant it represents.

Image: Osvaldo Révora vía Telam.