AWARENESS, KNOWLEDGE, AND USES OF BROADCAST MEDIA MESSAGES AGAINST DRUG ABUSE AMONG YOUTHS IN AWKA-SOUTH LOCAL GOVERNMENT AREA

Abstract

The dangers of drug abuse among youths have been a cause for concern in different societies of the world, prompting various stakeholders to seek means of preventing the malaise. Despite concerted efforts to create awareness of the dangers of drug abuse through diverse communication channels, the incidents reportedly seem to be on the rise, with the attendant negative impacts mostly on the youth. This paper examined how broadcast media messages have influenced the awareness, knowledge, and use of drugs among youths of Awka-South Local Government Area, Anambra State, Nigeria. The study was anchored on Social Learning and Cognitive Dissonance Theories; whereas, the survey research method was deployed with the questionnaire used as the tool for data collection. The results indicated, among others, that exposure to certain types of media content, such as glamourized portrayals of drug use in television dramas, is associated with increased risk of drug abuse among youths. Consequently, the researchers recommend the use of educational campaigns to raise awareness on the harmful effects of drug abuse and counter the glamorization of illicit drug use in television dramas. Also, the use of a multimedia approach, including social media, was recommended as veritable means to reach the youth.