Thesis Abstract

Abstract
The role of media in creating awareness against drug abuse is a crucial aspect of public health campaigns. This research aims to explore the various ways in which media platforms, including traditional outlets such as television, radio, and newspapers, as well as digital and social media, contribute to raising awareness about the dangers of drug abuse. By analyzing the content of anti-drug campaigns, news coverage, and social media initiatives, this study seeks to understand the effectiveness of different media strategies in reaching target audiences and influencing attitudes and behaviors towards drug abuse. The research will utilize a mixed-methods approach, combining qualitative content analysis of anti-drug messages in various media formats with quantitative surveys to measure audience perceptions and responses. By examining the messaging strategies used in different media platforms, the study aims to identify key factors that contribute to the success of media campaigns in raising awareness and promoting prevention efforts against drug abuse. Furthermore, the research will investigate the role of media in shaping public discourse and policy responses to drug abuse. By analyzing news coverage of drug-related issues and public reactions on social media platforms, the study will explore how media narratives influence public perceptions of drug abuse and the effectiveness of policy interventions. Additionally, the research will examine the role of entertainment media, such as films and television shows, in either normalizing or stigmatizing drug use, and its impact on audience attitudes and behaviors. The findings of this research will provide valuable insights for public health practitioners, policymakers, and media professionals on the best practices for leveraging media platforms to create awareness against drug abuse. By understanding the strengths and limitations of different media strategies, stakeholders can develop more effective campaigns and interventions to combat drug abuse and promote healthier behaviors among the general population. Ultimately, this research aims to contribute to the ongoing efforts to address the global public health challenge of drug abuse through strategic media engagement and communication.

Thesis 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?