AN EVALUATION OF THE BROADCAST MEDIA AWARENESS AGAINST SUBSTANCE ABUSE IN NIGERIA
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Background of the Study
The potential for reaching individuals and convincing them to adopt new behaviors that are better for their health via the use of broadcast media is quite promising. Those who are concerned with the prevention of drug usage as well as other hazardous behaviors have known for some time that this is the case. Abuse of drugs is a word that is widely used when prescription medication with sedative, anxiolytic, analgesic, or stimulant qualities is taken for the purpose of altering one's mood or becoming intoxicated, despite the fact that an overdose of such medications may have major adverse consequences. The use of broadcast media campaigns as an intervention for the prevention of drug addiction and control is reasonably strategic and a step in the correct way toward finding the light. The creation of new media is rather frequent, but it is not without its share of debate (Ajzen, 2022). In the 1970s, there was a growing interest in improving cardiovascular health via the use of public service announcements and other types of broadcast media campaigns to lower the prevalence of health issues in the general population. The successful outcomes of the first campaigns inspired further applications of the method in a variety of contexts, including the prevention of cardiovascular disease, cancer, HIV/AIDS, family planning, and domestic violence. Beginning in the 1970s and continuing forward, the employment of public awareness campaigns to discourage the use of cigarettes, alcohol, and illegal drugs became more widespread (European Monitoring Centre for Drugs and Drug Addiction, 2013). Undoubtedly, the media makes a greater contribution towards societal improvements, so with this in mind and the features and types already mentioned above, it can rightly be said that the media is the hub that holds the wheel of society together and that it has a role to play in combating the various scourge that afflict man today and one of such problem that has threatened the existence of the human race is drug abuse (Atkin, 2021). Nigeria is plagued with a myriad of critical issues, each of which has extremely severe repercussions for the country's economy, society, and people's health. According to Bailey (2022), a greater proportion of our young people under the age of eighteen (18) and our young people between the ages of twenty-five (25) and twenty-eight years (28) had experimented with some kind of substance use. The same demographic also accounts for a significant portion of the individuals who have been diagnosed with a mental health-related issue. As a result, the drug pandemic is rapidly degrading Nigeria's workforce base and threatening the country's future. Students who are unable to read without the aid of unsweetened coffee, kola nuts, or tablets are engaging in drug abuse. Drug abuse does not merely refer to the practice of getting medications with a prescription from a medical practitioner. It also tells the story of a filter lover who becomes addicted to drugs in order to improve their sexual prowess. The business executive who needs to smoke in order to be able to work, the laid-off worker who fills his veins with unnecessary substances to forget his woes and adventures, and the person who tries to get high because other people are doing it are all examples of people who engage in risky behaviors. Abuse of drugs thus refers not just to the improper use of drugs but also to the use of any chemical substance that has an impact on the body. These compounds include heroine, cannabis, and India hemp, all of which are derived from the hemp plant (Bandura , 2019). There have been advertisements, campaigns, announcements, and a public outcry against certain hard drugs, their effects, and their dangers in the past as well as in the present day through various broadcast media such as television and radio, with such slogans as "say no to drugs, drugs kill," "a drug free child is the pride of the parents," "lend a hand in ridding Nigeria of hard drugs," and "will you try anything?" You may never be able to get out of this one" "stay away from drug trafficking." You have been threatened with incarceration, as have been many others. These slogans, along with many more that are quite similar to them, are some examples of the campaign against drugs and the trafficking of drugs that is being waged by both government and commercial agencies in an effort to assist agencies in their efforts to save life rather than to take it (Beck , 2022). According to Beck (2004, 2022), communication initiatives in the broadcast media to change hazardous behavior are being recognized as an increasingly crucial adjunct to school-based programs and community-wide interventions. How much of this broad trust in the power of the media can be justified? The promise of reaching huge audiences has led to sustained efforts, a sharpening of design approaches, and more realistic expectations for campaign outcomes, despite the fact that the early history of broadcast-media campaigns, especially those addressing health, was mostly one of failure. These more advanced initiatives, paired with more powerful assessment tools, give evidence that media health campaigns, when well conceived, are capable of effectively modifying beliefs, attitudes, intentions, and even actions (Bandura , 2019). Using more rigorous methods of formative, process, and summative assessment in conjunction with more sophisticated statistical tools, a range of campaign impacts have been identified. This kind of study demonstrates, in general, that combining media with other types of interventions results in higher levels of effectiveness than either media or non media initiatives taken on their own. However, there is rising evidence that, when employed effectively, broadcast media alone may have large beneficial benefits on health-related attitudes, beliefs, and behaviors. These findings are supported by the fact that: (Beck , 2022).
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