A CRITICAL EVALUATION OF THE IMPACT OF PRINT MEDIA IN RAISING AWARENESS ABOUT DRUG ABUSE

CHAPTER ONE

INTRODUCTION

Background to the Study: Mass media have long been significant agents of socialisation and instruments of social change, particularly in an era when individuals rely heavily on mass media messages. The capacity of the mass media to contribute to the resolution of social issues. People can be persuaded to purchase a vast array of goods and services through print, radio, and television advertising, and television entertainment programmes and films have a tremendous impact on our thoughts, values, and actions (Ezeaka & Nwodu, 2022). Consequently, it ought to be feasible to influence individuals to take action regarding their personal health and well-being or to "do right" by supporting significant social causes via mass communications, as per conventional wisdom (Dumbili, 2020). On the basis of this supposition, hundreds of public service campaigns have been funded by private foundations, nongovernmental organisations, and federal, state, and local governments since World War II in order to promote social "goods" as opposed to commercial ones (Ezeaka, Benedeth, & Agbanu, 2023).

Therefore, it is unsurprising that proponents of prevention would view the mass media as a crucial resource in their efforts to address the issue of high-risk consumption among college students. Proponents of reform or alternative limitations on alcohol advertising have been active in this regard (Metlay, 2013). There have been efforts to exert influence on entertainment producers with the intention of ceasing the glorification of high-risk alcohol in films and television (John & Otene, & Antenyi, 2023). In recent times, there has been a proliferation of media campaigns initiated by prevention advocates with the intention of altering the knowledge, attitudes, and conduct of students (Okaka & Nagasha, 2017). In what ways can the influence of the mass media be optimally harnessed to discourage risky drinking among college students? This article commences its examination of the aforementioned inquiry by examining three distinct categories of mass media campaigns that centre around student drinking: advocacy, information, and social norms marketing (Siff, 2018). Subsequently, an examination of fundamental insights for campaign design is presented, which have been gleaned from previous public health campaigns and commercial marketing, advertising, and public relations endeavours (Damilola, 2022). In its conclusion, the article proposes a framework for future campaigns targeting student consumption that would be compatible with the ongoing environmental prevention initiatives being carried out on college campuses (Crosier & Marsch, 2016).

The vast majority of media campaigns addressing alcohol consumption among college students have been conducted on college campuses and have utilised a variety of materials, including posters, pamphlets, electronic mail messages, and college newspaper advertisements. In recent times, a limited number of media campaigns at the regional, state, and national levels have also started to tackle this matter (Costello & Ramo, 2017). The subsequent analysis delineates three distinct styles of campaigns. Information campaigns initially aim to promote consciousness regarding the issue, typically with the target of inspiring students to abstain from the use of high-risk alcohol. Furthermore, social norms marketing campaigns aim to rectify misunderstandings regarding prevailing drinking standards. These campaigns operate under the premise that by reducing students' inflated perceptions of their classmates' alcohol consumption, they will be less likely to be influenced to partake in high-risk drinking (Bennett, 2008). Thirdly, the objective of advocacy campaigns is to garner support for policy changes at the institutional, community, or public levels. Regrettably, there is a scarcity of evaluation data pertaining to all three categories of campaigns (Casa, 2019).

Information campaigns "Party Smart" is a media awareness campaign initiated by Boston Mayor Thomas M. Menino in response to the 1997 death of Massachusetts Institute of Technology freshman Scott Krueger, who was poisoned by alcohol subsequent to a hazing by a fraternity (Winpenny, Marteau & Nolte, 2013). The rhetorical tagline "Remind you of last night?" appears on each poster and billboard advertisement for this campaign, which is captured from the perspective of a drinker. One portrays a hazy image of a lavatory, which appears to be the intended destination of an inebriated individual in need of defecation. Another image depicts a drinker in bed with his feet splayed, the room swiftly circling around him. A third image depicts a group of youthful women giggling and pointing at a male drinker who has fallen to the ground or passed out (Taniru, 2006).

1.2    Statement of the Problem

According to the United Nations Office on Drugs and Crime (UNODC), the persistent use of these drugs has resulted in a situation in which drug addicts who are not loved have developed a bondage to the drug. Drug use is therefore defined as a period of time or choice intoxication brought on by repeated use of a drug (natural or synthetic). Its characteristics include overwhelming compulsive need to take the drug continuously, a tendency to increase dosage, and a desire to obtain it by any means. These circumstances frequently result in a variety of crimes, including the deformation of national economies and financial systems (Seaman & Ikegwuonu, 2010). policies brought about by drug abuse, profit-laundering, and crimes (particularly crimes involving violence, cults, sedation, and moral decay among our youth).

Drug abuse has negative effects on both the individual and society at large (Obasi, 2008). However, news of drug abuse involving students in higher education institutions is becoming more prevalent, posing a serious threat to our country. Can the electronic media, which serves as a channel for the dissemination of information, be trusted to fulfil its social responsibility and to combat drug abuse?

 1.3    Objectives of the Study

1. To examine whether NTA and OSBC educate and enlighten the general public on drug abuse?

2. To know if mass media awareness on drug abuse has reduced the unlawful use of drug in society?

3. To know if there is any problem facing OSBC and NTA in creating awareness on drug abuse?

4. To know if mass media contribute to drug abuse through advertisement and alcohol promo?

5. To examine if OSBC and NTA present adequate information on effect of drug abuse to the people in society?

1.4    Research Questions

1. Do NTA and OSBC educate and enlighten the general public on drug abuse?

2. Has mass media awareness on drug abuse reduce the unlawful use of drug in society?

3. Is there any problem facing OSBC and NTA in creating awareness on   drug abuse?

4. Do mass media promote drug abuse through advertisement and alcohol promo?

5. Do OSBC and NTA educate and enlighten the general public on the bad effect of drug abuse?

1.5    Significance of the Study

The research will benefit different people, organization, and government and other agencies especially youth. This study has important contribution to make in the education of drug abuse among our youths in our national network stations. Drug abuse has a debilitation effect on the health of the nation, hence the need to study its effect and the role the media can play in militating its effect on the society.

1.6    Scope of the Study

The study has been limited to NTA and OSBC in Osogbo due to time, geographical structure of Nigeria and other logistics since it is very difficult if not impossible to study all the media organizations in Nigeria. The research focuses on the role of mass media in creating awareness about drug abuse.

1.7    Limitation to the Study

Wide research of this nature cannot be carried out without some constrains, this constrains pose a lot of limitations to this work.

¨    Duration for the research work is relatively short.

¨    Stress emanated from other academic activities is also another constrain.

¨    Little materials are also available because the work is relatively new.

¨    Financial constrain poses another challenges.

¨    Most information are gathered through newspapers and internet.

1.8    Definition of the Terms

Role: This is synonymous to the function or contribution of something or somebody.

Mass Media: These are means of communication to a larger audience. these are represented by radio, television, newspaper and magazine. 

Creating Awareness: It means making it known to the public or popular

Drug: Drug is a substance which may have medicinal, intoxicating or enhancing performance or other effect in human body.

Drug Abuse: Is the use of drugs or substances in whichthe user consumes the substance in amount or with methods neither approved or nor supervise by medical professionals e. t. c

NTA: Nigerian Television Authority

OSBC: Osun State Broadcasting Corporation.