But online, the addict is slowly acquiring a human face. The most popular documentary currently available on Youku, a Chinese video sharing site, is titled "Fenghuang Road" (凤凰路). Debuting this year with sponsorship from the Guangdong regional government, Fenghuang Road has received nearly 7 million views. The series follows nine women addicted to heroin, who prostitute themselves and purposely get struck by cars to make money in order to feed their habit.

The documentary is so popular in part because it puts a human face on a rapidly growing problem. As one Youku user writes, "Every single one of them at times display great depravity and at other times pure innocence." Another comments, "They are all ordinary, commonplace people, but all travel less-than-ordinary roads. Society's indifference -- we never see the corners and nooks..." Indeed, one of the women in the video became addicted because her mother was locked up in jail and her father died when she was young.

The growth of the illegal drug problem is visible even in Chinese censorship. On China's Twitter-like weibo platforms, searches for marijuana (大麻) and specific slang for other drugs such as ketamine (K粉) are blocked, perhaps owing to the growing use of the Internet to facilitate drug sales. But official names of drugs along with non-specific slang such as "ice skating" (溜冰, referring to crystal meth) or "postage stamp" (邮票, referring to LSD) are still searchable.

Government response

In light of the recent growth in drug use, several governments are sponsoring online dialogues and information campaigns, especially those targeted at youth.

For example, various civic organizations are partnering with the Tianjin city government to host a viral anti-drug campaign on Weibo, asking youth to retweet anti-drug messages to three of their friends. Participants are entered in a raffle for the chance to win an iPad, iPods, and other electric goods. These efforts should bear some fruit. Reports indicate that much misinformation currently circulates regarding designer drugs, including the pernicious myth that such drugs are not addictive.

One thread asks netizens to contribute their own ideas to stem the growing popularity of drugs among youth. Though netizens are quick to offer ideas, there's also an acknowledgement that drug use may be here to stay and societal attitudes must adapt. As @只有我俩的分组 states, "I have many friends who do pot...I won't ever do it and I'll try and convince my friends otherwise. I think this problem depends a lot on how society is developing. It will be very difficult to stop this problem quickly."

In what may be a sign of changing attitudes, some netizens argue that drug use touches on certain root problems beyond a mere lack of self-control. As @草儿922 writes, "Education about the generation gap is crucial. Adults don't understand what kids are thinking, leading to internal dissatisfaction from kids...adults should connect with their kids, know their thoughts; and not let their lives seem hollow so that they are led to a path that they don't want to travel."





This post also appears at Tea Leaf Nation, an Atlantic partner site.

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