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ABSTRACT
The research examined the role of mass media in creating awareness about drug abuse using National Television Authority (NTA) Port Harcourt, as a case study. The objectives of the study were to examine whether Mass Media educate and enlighten the general public on drug abuse, and also to know if mass media awareness on drug has reduced the unlawful use of drug in society. A lot of literatures by different authors were reviewed by the researcher. The population of the study was made up of 150 staff and management of NTA Port Harcourt, while a sample of size of 100 respondents was derived from the target population. Both primary and secondary sources of data were used in gathering information for this research work. The data were discussed as well; using tables and simple percentages. The major findings reveal that; mass media are encouraging people to involve in substance abuse through programmes like “Lagbo Regal”, Star Lager Beer” etc. are form of programme where alcohol drinkers are motivated and encouraged to do more and even win bottles of drinks. Thus, it is recommended that; National and International Health organizations should banned media advertisement and publicity of substances and drug like Tobacco Cigrette, alcohol and other harmful drinks. Also, Mass Media should design some specially campaign in creating the awareness on the negative effects of abuse and use of certain substances that are not good for human health.
TABLE OF CONTENTS
TITLE PAGE iii
DEDICATION ii
CERTIFICATION iii
ABSTRACT iv
ACKNOWLEDGEMENT v
TABLE OF CONTENTS vi
LIST OF TABLES viii
CHAPTER ONE 1
INTRODUCTION 1
1.1 Background of the Study 1
1.2 Statement of the Problem 3
Objectives of the Study 4
1.4 Research Questions 4
1.5 Significance of the Study 5
1.6 Scope of the Study 5
1.7 Limitation of the Study 6
1.8 Definition of the Terms 6
CHAPTER TWO 8
REVIEW OF RELATED LITERATURE 8
2.1 Introduction 8
2.2 Theoretical Framework 10
2.2.1 Agenda Setting Theory 10
2.3 Definition of Drug 11
2.4 What is Drug/Substance Abuse? 12
2.5 What Constitute a Drug/Substance Abuse? 13
2.6 Causes of Drug Abuse 14
2.7 Common Harmful Drugs/ Substances in the World 14
2.8 Ways of Administering Drugs into Human’s Body 15
2.9 Symptoms and Effect of Drug/Substance Abuse 16
2.10 Role of Mass Media in Creating Awareness on the Effect ofDrug Abuse 18
CHAPTER THREE 24
RESEARCH METHODOLOGY 24
3.1 Introduction 24
3.2 Research Design 24
3.3 Population of the Study 24
3.4 Sampling/Sample Technique 25
3.5 Instrument of Data Collection 25
3.6 Validity/Reliability of the Instrument 26
3.7 Method of Data Collection 26
3.8 Method of Data Analysis 26
CHAPTER FOUR 28
DATA PRESENTATION, ANALYSIS AND DISCUSSION 28
4.1 Introduction 28
4.2 Data Presentation/ Analysis 28
4.3 Discussion of Finding 36
CHAPTER FIVE 39
SUMMARY, CONCLUSION AND RECOMMENDATIONS 39
5.1 Summary 39
5.2 Conclusion 40
5.3 Recommendations 41
References 43
Appendix I 44
APPENDIX II 45
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
Mass media have been a major agent of socialization and tools for social changes especially now that people depend on message from mass media.
The potential power of the mass media to help solve social problems has being the order of the day. Television, radio and print advertising can entice people to buy a wide range of products and services, and television entertainment programs and movies exert enormous influence over our ideas, values and behavior.
Therefore, according to conventional wisdom, it should be possible to use mass communications to get people to act on behalf of their own health and well-being or to “do right” by important social causes. Based on this assumption, since World War II, federal, state and local governments, private foundations and other nongovernmental organizations have sponsored hundreds of public service campaigns to promote social rather than commercial “goods” (DeJong and Winsten, 1998).
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 among college students.
Some advocates have pushed for reform or other restrictions on alcohol advertising (DeJong and Russell, 1995). Others have sought to influence entertainment producers to end the glorification of high-risk drinking on television and in the movies (Montgomery, 1989). More recently, prevention advocates have produced a small number of media campaigns designed to change student knowledge, attitudes and behavior.
Most media campaigns focused on college students drinking 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.
This study describes three types of campaigns. First, information campaigns try to raise awareness of the problem, usually with the intent of motivating students to avoid high-risk alcohol use. Second, social norms marketing campaigns try to correct misperceptions of current drinking norms, based on the idea that if students no longer have an exaggerated view of how much alcohol their peers are consuming, fewer of them will be led to engage in high-risk drinking. Third, advocacy campaigns attempt to stimulate support for institutional, community or public policy change. Unfortunately, evaluation data for all three types of campaigns are still very limited.
In recent times, many persons have die of taking hard drugs as a result of lack of adequate sensitization concerning the consequences of taking drugs without a doctor’s prescription. Therefore, the mass media stands as a potential channel through which this information can be through. In the light of the above, this study will examine the role of Mass Media in creating awareness about drug abuse.
1.2 Statement of the Problem
Nowadays, drugs abuse has become frequent occurrence among people especially Nigeria youths. The continuous abuse of these drugs, has lead to a situation of drug addicted, unloved developing a bondage to the drug. The consumption of harmful drugs, has also led to various crimes, including the distortions of national economies, raping, fighting etc. It is believed that lack of appropriate sensitization on the effect of taking hazardous drugs has led many into one health problems or the other. No doubt, the mass media stands as a channel through which information regarding the effect of drugs abuse can be reach. This study will therefore examine the role played by mass media in creating awareness about drugs abuse. It will also find out how mass media educate and sensitize the general public on the consequences of taking in hazardous drugs.
Objectives of the Study
- To examine whether NTA educate and enlighten the general public on drug abuse?
- To know if mass media awareness on drug abuse has reduced the unlawful use of drug in society?
- To know if there is any problem facing NTA in creating awareness on drug abuse?
- To know if mass media contribute to drug abuse through advertisement and alcohol promo?
- To examine if NTA present adequate information on effect of drug abuse to the people in society?
1.4 Research Questions
- Do NTA educate and enlighten the general public on drug abuse?
- Has mass media awareness on drug abuse reduce the unlawful use of drug in society?
- Is there any problem facing NTA in creating awareness on drug abuse?
- Do mass media promote drug abuse through advertisement and alcohol promo?
- Do NTA educate and enlighten the general public on the bad effect of drug abuse?
1.5 Significance of the Study
This study will be of great benefit to the operations of broadcasting media organization, especially NTA station Port Harcourt. It will provide an insight on the role of mass media creating awareness about drugs abuse among the youths.
It will again help management of media houses to use appropriate strategies in the fight against drugs abuse among our youths.
Professionals and other experts groups like National Drugs Law Enforcement Agency (NDLEA) and NAFDAC can solely rely on the information as contain in this work for consultancy services, and other professional advice/activities.
The study will also provide useful material for academic work such as researches lectures, workshops, symposia and seminars. Students will also find this material useful for class assignments, and other academic works.
1.6 Scope of the Study
The study is aimed to examine the role of mass media in creating awareness about drug abuse. The study has been limited to NTA Port Harcourt due to time, geographical structure of Nigeria and other logistics, more so it is very difficult if not impossible to study all the media organizations in Nigeria.
1.7 Limitation of the Study
Wide research of this nature cannot be carried out without some constrains, this constrains pose a lot of limitations to this work.
- Time: Duration for the research work is relatively short.
- Stress emanated from other academic activities is also another constrain.
- Material Constraint: Little materials are also available because the work is relatively new.
- Cost/Financial constraint: Non availability of enough funds to finance the project became a thorn in my flesh, as the needed cash was not there. Most of the financial requirements needed for this work at the normal time also became a problem.
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 etc
NTA: Nigerian Television Authority