Annually, on the 20th of April, people all over the world unite to honour 420 day- a cannabis culture day. It is interesting how this celebration grew into its current status and how it has been accepted by pop culture and also the media? This article gives the history of how 420 started, how it grew into what it is today and the contribution of media as well as pop culture in shaping our attitude towards this great occasion.
The Origins of 420
The inception of "420" is markedly intriguing. The story dates back to the early 70’s when a group of high school students at San Rafael in California kick started it. They were popularly known as “Waldos” and their idea was to use "420" as a code word for their plan to find abandoned cannabis crops. They embark on searching at exactly 4:20 PM after school. Though they never found that crop, through various misadventures, ‘’420’' caught on and became widespread beyond their group.
Year after year it was more and more widely spoken of, especially, among the cannabis community. It served as a cloak for people discussing marijuana without letting outsiders understand their conversation. The Grateful Dead, a famous rock band from San Francisco, helped to spread the term further by using it with their fans. Finally “420” gained its wide recognition by the decade of 1990, which led to April 20th (4/20) becoming an unofficial holiday for cannabis enthusiasts.
The Role of Media in Popularising 420
Early Media Influence
Initially, 420 was a term that was known to only a few, later media played a primary role in making it popular. High Times magazine, being one of the major media when it came to the cannabis subject, was among the first ones to incorporate and propagate 420. They ran features on the term and what it meant which were instrumental in getting the term accepted by the general population.
Movies and Television
Movies and television have largely impacted 420 becoming part of pop culture. Films such as "Dazed and Confused" (1993) and "Half Baked" (1998) led characters to celebrate and made reference to this term, making it more recognizable for a wider audience. Such films often show the easygoing, humorous side of marijuana culture that helps to make using marijuana an ordinary thing and even glamorise its use.
Television shows have been a big influence. In 'That 70s Show' for example, there were many references to marijuana and 420, showing that society was starting to accept and be interested in cannabis. Recently more TV series such as "Weeds" and "Disjointed" have successfully based their plot on cannabis thus pushing 420 further into the mainstream entertainment.
Music
Musing has always been a powerful form of cultural expression, and so it is with 420. Many musicians in the genres of reggae, hip-hop and rock made references concerning 420 in their songs. Artists like Snoop Dogg, Cypress Hill, and Willie Nelson are quite famous marijuana promoters who usually do it through their music.
Snoop Dogg's song "Smoke Weed Everyday" for instance and Afroman's "Because I Got High" are cannabis anthems that are loved by many cannabis enthusiasts. These songs plus many others help to keep the spirit of 420 alive and thriving in popular culture.
The Internet and Social Media Revolution
Online Communities
The advent of the internet and social media has significantly boosted the visibility and celebration of 420. Online communities and forums, such as Reddit's r/trees and various cannabis-focused websites, provide platforms for enthusiasts to share their experiences, stories, and plans for 420 celebrations. These online spaces have become vital for organising events, spreading information, and fostering a sense of community among cannabis users.
Social Media Influence
Social media platforms like Instagram, Twitter, and Facebook have also played a massive role in popularising 420. Influencers and celebrities often post about their 420 celebrations, sharing photos and videos that reach millions of followers. Hashtags like #420, #420BlazeIt, and #WeedDay trends every year, amplifying the day's significance and encouraging more people to join in the festivities.
For example, Instagram is filled with photos of people proudly displaying their cannabis products, creative 420-themed art, and even elaborate 420-themed parties. These posts not only celebrate the culture but also help to destigmatize cannabis use by presenting it in a positive and relatable light.
Mainstream Acceptance and Commercialization
Legalisation and Its Impact
With the legalisation of marijuana in many states and countries, the significance of 420 has also changed. Once frowned upon, it’s now getting more acceptable and regulated that big brands are starting to embrace. The direction that it is taking is seen in the increased number of advertising and promotional materials related to cannabis around the holiday.
Commercial Ventures
Companies who offer cannabis themed products such as cbd vape pens and many more, typically run sales promotions/events in honour of 420. Such promotions are broadly advertised through various media channels drawing both ordinary users as well as new participants. Moreover , companies selling non-marijuana products such as snack foods companies and clothing brands sometimes create special marketing campaigns to tap into the growing market of cannabis enthusiasts.
Festivals and Events
420 has also triggered numerous public gatherings and festivals. Often the cities with legal cannabis markets are the host of big meetings, concerts, and expos on 4/20 day. These events are widely reported by local and national media which gives 420 as a culturally important event more legitimacy. The media coverage of these festivals aids in indicating the varied and all-encompassing nature of the marijuana community, accentuating how 420 is celebrated by individuals from all spheres of life.
The Future of 420 in Media and Pop Culture
Continued Growth
As the legalisation of cannabis gains ground, 420 will receive more attention and more media coverage. It is possible that there will be a growing number of mainstream media outlets reporting on 420 events and trends. Integration of 420 into popular culture is expected to deepen, however, with still more films, TV shows and music glorifying/normalising cannabis use may help to do so.
Broader Acceptance
The presentation of 420 in the media will undergo development stages. With the continuous improvement in public perception about marijuana, the media is very likely to adapt its approach towards pot consumption by demonstrating this activity in a more common and less prejudiced way. This general acknowledgment will be instrumental in taking away remaining stigmatisation around pot culture, eventually resulting in realisation of 420 as a widely accepted holiday both by people and governments.
Innovative Celebrations
In the years to come, 420 will be celebrated in more interesting and creative ways. You might see online festivals, virtual reality experiences or interactive social media campaigns as a norm that let you join 420 celebrations no matter where you are. The upcoming forms of this festivity will be widely spread online and promoted through various media resources hence 420 will keep on being a dynamic and rapidly changing cultural event.
Conclusion
420 has indeed transformed hugely from just being a high school friend's code to a global event that is now recognized internationally. Media and pop culture have been very influential in this respect, as they have helped to promote and normalise the use of cannabis through movies, music, television shows and social media. With the increasing legalisation and continual changing societal attitudes the celebration of 420 will only be more prominent and diverse. The media will certainly play a role in shaping as well as displaying the changes about this event making sure that it remains lively as well as an integral part of our cultural wealth.
