Cannabis is the world's most cultivated, trafficked and used illicit drug, and the move towards its legalisation has given rise to a nascent industry that is attracting increasing attention from investors, manufacturers, and researchers. Due to the plant maintaining its illegal and stigmatised status in many countries, cannabis research is limited, which has resulted in a significant gap in imperative knowledge about this burgeoning industry. Although the cannabis industry is clearly making a move from stigmatised to mainstream, little research has been conducted to investigate this transition, more particularly in a South African context. This dissertation investigates destigmatisation processes and strategies employable by cannabis organisations by way of three individual but interconnected studies. They aimed, respectively, to conduct a systematic literature review of organisational destigmatisation and establish a practitioner-driven research agenda; to depict the destigmatisation landscape of South African recreational cannabis organisations through a mixed methods content analysis and finally, to explore the influence of these organisations' destigmatisation strategies on attitudes towards cannabis. Study 1 presents a destigmatisation model as its main contribution, finding that stigma management strategies are classified into six main categories: Conforming, Hiding and Structural Responses were identified as stigma avoidance or perpetuation strategies, and Affirming, Challenging, and Infusing as destigmatisation strategies. Affirming strategies were found to be at the heart of destigmatisation, and an industry-collective approach to destigmatisation was ranked as the most prioritised research need by South African cannabis industry professionals. Study 2 found that Infusing strategies were significantly the most popular of the destigmatisation methods used by South African recreational cannabis organisations, accounting for nearly 80% of the themes, with branding tactics predominant in this category. Key insights revealed that there is a mismatch between the strategies most employed by cannabis businesses and the strategies that exert the strongest influence on attitudes, which Study 3 found to be recontextualisation of the cannabis industry, evidenced by education using scientific facts and figures. These findings highlight that a lack of knowledge is the main barrier to cannabis industry destigmatisation and should be counteracted by the rhetoric activity of educating the public. In summary, this study served to inform destigmatisation processes for core stigmatised organisations - with a focus on the cannabis industry; to catalyse cannabis destigmatisation research in a manner relevant to the South African cannabis industry; to provide a detailed description of the destigmatisation landscape of the South African cannabis industry from an organisational perspective; and, lastly, to determine the most influential destigmatisation strategies from a consumer perspective.

Thesis (MTh (Practical Theology and Missiology))--University of Stellenbosch, 2010. / ENGLISH ABSTRACT: The focus of the thesis is on the HIV and AIDS-related stigma and stigmatisation of people who try to live positively with HIV/AIDS within the pandemic. The basic assumption is that there is interplay between the HIVAIDS-related stigma as a cultural phenomenon and the negative perception of the human body. Since a human being is created corporeal and re-created due to the fact that human embodiment is a fundamental ingredient for the understanding of soul, It is argued that in a pastoral approach, a person should be understood holistically. Anthropology within the traditional kerygmatic approach focused mainly on the notion of sin (corruption totalis) within the theological understanding of God’s judgement (judgemental attitude). I have proposed that pastoral anthropology should adopt constructive paradigms and point towards the integration of embodiment (wholeness) in a realistic approach rather than emphasising the notion of sin and forms of dualism. The thesis departs from an eschatological and pneumatological view of the human being, in which the concepts of resurrection and hope are equally crucial. I further argue that a Christian spiritual perspective on embodiment is potentially destigmatising itself. In terms of a pastoral hermeneutic I have shown that in destigmatisation the transformation of the HIV and AIDS-related stigma corresponds to the transformation of the mindset and paradigm of a person (habitus). Through the process of destigmatisation people discover meaning and are enabled to live fully embodied and responsible lives. The thesis is designed as a literature study based on text analysis and hermeneutical reflection. Moreover, in order to develop a pastoral anthropological view, the Scripture is used as a reference point. / AFRIKAANSE OPSOMMING: Die navorsing fokus op die fenomeen van stigmatisiering binne die HIV/AIDS pandemie. Die kernargument is dat stigmatisering as 'n sosiaal-kulturele konstrukt binne die netwerk van verhoudinge direk in verband staan met 'n bepaalde destruktiewe persepsie wat die vraagstuk van liggaamlikheid onmiddellik raak. Vandaar die verdere fokus op die verband tussen liggaamlikheid en die verstaan van die menslike siel binne die raamwerk van 'n pastorale antropologie. Die teologiese invalshoek is die eskatologiese paradigma, die mens as 'n pneumatiese wese en nuwe skepping. Liggaamlikheid deel gelykoorspronklik aan hierdie nuwe wees-funksie van die mens sodat verstaan van die mens as „beliggaamde siel“ en „besielde liggaam“ alle vorme van dualisme in teologiese antropologie teëwerk. Die totale mens is as ‘n beliggaamde mens geskep sodat in pastorale antropologie die menslike persoon holisties verstaan moet word. Om menswees bloot vanuit die perspektief van sonde te benader hou nie rekening met die realisme van die Bybel wat die mens binne die raamwerk van die wysheidsliteratuur sien vanuit die perspektief van genade en vernuwing. Eensydige fokus op die paradigma van sonde dra by tot destruktiewe veroordelende houding (judgemental attitude). Volgens die aard van kruisteologie is die „smet“ en „stigma“ van sonde daar oorwin. In die lig van die opstandingsperspektief is die „dood van stigma“ totaal uitgewis. Hierdie opstandingperspektief moet verreken word in teologiese model wat gerig is op prosesse van destigmatisering binne pastorale hermeneutiek. Die implikasie hiervan is die transformasie van stigmatisernde paradigmas en die skep van pastorale houding (habitus) van begrip en medelye. Deur ‘n dergelike proses van destigmatisasie word mense in die kern van hul weesfunksie kwalitatief bemagtig ten einde vervulde lewens te kan ly. Die tesis volg kwalitatiewe benadering. Dit is voorts literêre studie gebaseer op teks-analises, kritiese reflektering en hermeneutiese metodologie.