The mass media exerts a large reach of influence on their mass audience spread across the nations of the globe, and radio programmes are just one of the earliest mass mediums that has passed the test of time in influencing large listenership. No societal issue is beyond deliberation on radio programmes and issues concerning drug abuse is not an exception. This mass communication project topic seeks to ascertain the effectiveness of radio programmes on drug abuse. But here is a preamble of some of the lifestyle shaping strategies of the mass media programmes.
What is drug abuse?
Drug abuse is indicative of excessive use of psychoactive drugs such as alcohol, pain medications, or illicit drugs that can culminate to physical, social or emotional harm. Persons who are victims of drug abuse may suggest a need to escape emotional distress, addiction, ignorance, habit, peer pressure and similar cases.
The effectiveness of radio programmes
Radio programmes as a form of mass media communication is very significant in the medium of information. First of all, radio is relatively more affordable in every home even in rural communities all they need to do is tune. Nowadays, radio is embedded in almost every mobile phone. This doubles radio as an effective tool in reaching a wide audience.
Secondly, there is something called cognitive consistency in communication. What this means is that there is a relationship between what people are consistently exposed to and how they behave or react to such exposure. In context, users who are consistently exposed to radio programmes kicking against drug abuse are bound to see a positive change over time.
Radio programmes as a form of mass communication informs, educates and shapes the perception of users. This means also that radio programmes can be used to facilitate advertisements and campaigns against drug abuse.
In summary, radio programmes are effective tools in the hands of the mass media. However, by this project topic, we will ascertain how effective it is on drug abuse related issues.
Editor's source
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