Impact Of Mass Media Awareness Campaign On Drug Abuse Among Undergraduates

This study is out to examine the mass media especially the print in creating awareness against drug abuse. The research work is considered an important one, as it will help discuss the effect drugs abuse on undergraduates, it will also elicit information on the relationship between media campaign and the level of drug abuse among undergraduate students in Nigeria, the study will help highlight the difficulties experienced by media, so as to enable the media sector make a better policy decision for future awareness creation. The study was a test-retest procedure where twenty (20) respondents were randomly selected and the questionnaire was administered to them twice with a two-week internal allowed between the two tests. The primary sources of data collected were mainly the use of a structured questionnaire. The data collected was mainly coded, tabulated, and analyzed using SPSS statistical software according to the research question and hypothesis. From the result of findings from the responses of the respondents and data analysis, we therefore conclude that there is significant relationship between the awareness campaign and eradication of drug use among undergraduates.

1.0 Introduction

1.1 Background of 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 Media promote drug abuse through advertisement and alcohol promo?

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

1.4 Research Hypothesis

H0: There is no significant relationship between the awareness campaign and the level of drug abuse among undergraduates

H1: There is significant relationship between the awareness campaign and the level of drug abuse among undergraduates

1.5 Aims and Objectives of Study

Drug abuse has caused so many issues in the lives of students and the society at large, the research work highlighted the following aims to help minimize the rate of drug abuse among undergraduate students; some of the aims includes:

To investigate the effect of Media education and enlightenment of the general public on drug abuse.

To determine the impact of mass media awareness campaign on drug abuse.

To determine the difficulties faced by mass media in creating awareness on the level of drug abuse among students.

To investigate the relationship between media campaign and drug abuse

To highlight the negative effect of drug abuse among undergraduates.

1.6 Significance of Study

The research work is considered an important one, as it will help discuss the effect drugs abuse on undergraduates, it will also elicit information on the relationship between media campaign and the level of drug abuse among undergraduate students in Nigeria, the study will help hightlight the difficulties experienced by media, so as to enable the media sector make a better policy decision for future awareness creation.

1.7 Scope of Study

The study will focus on the impact of mass media awareness campaign on undergraduates.

1.8 Limitation of Study

Financial Constraints:

The researcher is still an undergraduate, and does not have enough finance to gather all the materials needed for the study but the researcher was able to get all the information needed for the purpose of study.

Time Constraints:

The researcher being a student will be involved in other departmental activities like seminar presentation and other activities in school like submission of assignment, but the researcher was able to meet up with the time required for the completion of the research work.

1.9 Definition of Terms

Drug Abuse:

Drug abuse in accordance to the study is the excessive use of drugs by most undergraduates; which in time have adverse effect on their health.

Campaign:

Campaign in accordance to the above topic is the movement of the media in the fight against drug abuse among undergraduates.

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