Project Abstract

Abstract
The role of media in creating awareness against drug abuse is a critical aspect of public health communication. This research aims to explore the various ways in which different forms of media contribute to educating the public about the dangers of drug abuse and promoting prevention strategies. Through a review of existing literature, this study examines the effectiveness of media campaigns, including television, radio, print, and digital platforms, in disseminating information about drug abuse. Media plays a significant role in shaping public perceptions and attitudes towards drug abuse. Television programs, documentaries, and public service announcements have been effective in highlighting the impact of drug abuse on individuals, families, and communities. Radio broadcasts and talk shows provide a platform for experts and individuals with lived experiences to share their knowledge and stories, helping to reduce stigma and increase understanding of addiction. Print media, including newspapers and magazines, have also been instrumental in raising awareness about drug abuse through in-depth reporting and investigative journalism. By publishing stories of recovery, successful treatment programs, and policy developments, print media can influence public opinion and promote support for prevention and treatment initiatives. In the digital age, social media platforms have become powerful tools for spreading messages about drug abuse prevention. Campaigns utilizing social media influencers, online videos, and interactive content have the potential to reach a wide audience and engage users in conversations about substance abuse. Online forums and support groups provide a space for individuals affected by drug abuse to seek help, share resources, and connect with others facing similar challenges. Overall, the findings suggest that media campaigns play a crucial role in creating awareness against drug abuse by reaching diverse audiences and delivering targeted messages. However, the effectiveness of these campaigns depends on various factors, including the quality of content, the credibility of sources, and the engagement of the audience. Future research should focus on evaluating the impact of different media strategies on attitudes, behaviors, and policies related to drug abuse prevention and treatment. In conclusion, the role of media in creating awareness against drug abuse is multifaceted and dynamic, requiring a comprehensive approach that leverages the strengths of various media platforms to deliver impactful messages and drive positive change in society.

Project Overview

1.1 Background to the Study

Mass media have been a major agent of socialization and tool for social change especially now that people depend on message from mass media. The potential power of the mass media help solve social problems. television, radio and print advertising can entice people to buy a wide range of products and services, and newspaper messages and advertisement influence our ideas, values and behaviour.

According to conventional wisdom, it could be possible to use mass communications to get people to act on behalf of their own health and well-being or to do right things. Based on this assumption, since World War II, the federal, state and local governments, private foundations and other non-governmental organizations have sponsored hundreds of public service campaigns to promote social rather than commercial “goods” (DeJong and Winsten, 2000).

It is not surprising, then, that prevention advocates would look to the mass media as an important aid in addressing the problem of high-risk drinking in society. Some advocates have pushed for reform or other restrictions on alcohol advertising. Others have sought to influence entertainment producers to end the glorification of high-risk drinking on newspaper, magazine, television and in the movies (Montgomery, 2009). More recently, prevention advocates have produced a small number of media campaigns designed to change students and youth knowledge, attitudes and behavior.

Most media campaigns focused on college students drinking which have been campus based, using a mix of posters, flyers, electronic mail messages and college newspaper advertisements. More recently, a few regional, state and national media campaigns have begun to address this issue as well.

Therefore, this study is out to examine the mass media especially the print in creating awareness against drug abuse.

1.2 Statement of the Problem

  The continuous abuse of these drugs has lead to a situation of drug addiction and the addict developing a bondage to the drug.

The effects of drug abuse is detrimental not only to the individual but to the society as a whole. Yet this problem is on the increase especially among those in higher institution of learning. Which is a serious threat to our national sanctity.

How well can print media as a vehicle for information dissemination be relied upon to perform its role in the society, to join hand in the battle against drug abuse?  

How can the power of the mass media be used effectively to reduce high-risk drinking among people? To explore that question, this research begins by reviewing three types of mass media campaigns focused on drinking: information, social norms marketing, and advocacy.

Theses and many more questions is what the study is out to find answers to.

1.3 Research Questions

• Does the Media educate and enlighten the general public on drug abuse?

• Has mass media awareness campaign on drug abuse reduced the unlawful use of drug in society?

• Is mass media faced with any difficulty in creating awareness on drug abuse?

• Does Mediate promote drug abuse through advertisement and alcohol promo?

• Does Media educate and enlighten the general public on the bad effects of drug abuse?