Drugs and the Media: Prevention Campaigns and Television (From Drugs and British Society: Responses to a Social Problem in the Eighties, P 129-142, 1989, Susanne MacGregor, ed. -- See NCJ-124945)

• NCJ Number: 124954
• Author(s): R Power
• Date Published: 1989
• Length: 14 pages
• Sale Source: Routledge
• Publication Type: Research (Applied/Empirical)
• Language: English
• Country: United Kingdom

Annotation

This analysis of the use of television advertising and programming as a means of preventing drug abuse in Great Britain concludes that although the media has generally tended to provide stereotype images that perpetuate the view of drug users as marginalized deviants, some recent programs suggest an improvement on this approach.

Abstract

Concepts suggested for advertising campaigns have sometimes been overly simplistic and sensationalized and have overlooked the ways in which audiences respond to media messages. The overly simplistic approaches may also lead to mistaken conclusions regarding the success of publicity campaigns, such as the British media campaign against heroin in the 1980's. The media has also tended to rely on stereotypes. Nevertheless, recent programming has dealt with the issue in a sensitive and mature way and made it clear that drug use occurs in all social classes. However, the media needs further encouragement in these efforts, and the government should concentrate its efforts and resources on providing a comprehensive range of services that address all aspects of drug abuse. Thus, it is unfortunate that while health and education are under severe financial constraints, the government is putting resources into a media campaign that has always lacked real justification.