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

1. To examine whether NTA educate and enlighten the general public on drug abuse?
2. To know if mass media awareness on drug abuse has reduced the unlawful use of drug in society?
3. To know if there is any problem facing NTA in creating awareness on drug abuse?
4. To know if mass media contribute to drug abuse through advertisement and alcohol promo?
5. To examine if NTA present adequate information on effect of drug abuse to the people in society?

1.4     Research Questions

1. Do NTA educate and enlighten the general public on drug abuse?
2. Has mass media awareness on drug abuse reduce the unlawful use of drug in society?
3. Is there any problem facing NTA in creating awareness on drug abuse?
4. Do mass media promote drug abuse through advertisement and alcohol promo?
5. 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