CHAPTER ONE
INTRODUCTION
1.1 Background
to the 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 behavior.
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
Dates back many
centuries ago, right from the wall to the campaigns have begun to address this
issue as well. Mass communication media are made up of print and
electronic/broadcast media. 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 led 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 mass 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.
These and many more questions is what the study is out to find answers
to.
1.3 Research
Questions
1
Does the Nigeria Tribune educate and enlighten the
general public on drug abuse?
2
Has Nigeria Tribune awareness campaign on drug abuse
reduced the unlawful use of drug in society?
3
Is Nigeria Tribune faced with any difficulty in
creating awareness on drug abuse?
4
Does Nigeria Tribune promote drug abuse through
advertisement and alcohol promo?
5
Does Nigeria Tribune educate and enlighten the general
public on the bad effects of drug abuse?
1.4 Objectives of the Study
1.
To examine whether Nigeria Tribune educate and
enlighten the general public on drug abuse?
- To know if Nigeria
Tribune awareness campaign on drug abuse have reduced the unlawful use of
drug in our society? - To know if there is
problem facing the Nigeria Tribune in creating awareness on drug abuse? - To know if Nigeria
Tribune contribute to drug abuse through advertisement and alcohol promo? - To examine if Nigeria
Tribune present adequate information on the effect of drug abuse to the
people in society?
1.5 Significance
of the Study
This research will benefit
different people, organization, and government and other agencies especially
the youth.
This studyhas important
contributionto make in the education of drug abuse among our youths and
society in general.
Drug abuse
has lots of effects on the health of the nation. There is a danger of the waste
of Nigeria’s next generation if the best Nigerian youth is consumed by an
addiction that will leave effects on the economy.
The national
security implication will be disastrous, hence the need for the media to
intensity their role with various organization like the National Drug Law
Enforcement Agency (NDLEA) and National Food and Drug Administration and
Control (Nafdac) to combat this
scourge in all its ramification.
Government through the National Broadcasting
Commission (NBC) will benefit from the study to know the harmful effect of
media drama showing lots of drinking and alcoholic programs, advert and marking
on print media to the society.
Media
practitioners and students of mass communication will equally benefit from the
study to understand fully on the dangers in drug advertisement.