AUTHOR: ORAKA, BIBIA N
DEPARTMENT: MASS COMMUNICATION
AFFILIATION: NNAMDI AZIKIWE UNIVERSITY, AWKA
This is a study of the “Assessment of Media use in Anti-Drug Abuse campaigns:’ from an audience perspective. It uses the media presentations of the National Drug Law Enforcement Agency. [NDLEA], to determine the efficacy of the anti-drug campaings. The study uses the survey research method to obtain relevant information from the respondents, through the questionnaire, distributed to a purposively selected sample of 398 youths in Enugu metropolis. The sample was stratified into four sub-groups of various sample sizes, to which the questionnaire was accidentally distributed to available respondents, because of the dynamic nature of the population. The study shows that the mass media enlighten people about situations that need to be changed. It also discovered that media content, presented in an attractive and persuasive manner, can influence opinion change. It is, therefore, recommended that effective campaigns must address a specific issue at a time. They must also present the message in a compelling manner that can motivate consideration, influence decision making and enhance a change in opinion and behaviour of their recipients.
TO VIEW THE FULL CONTENT OF THIS DOCUMENT, PLEASE VISIT THE DIGITAL LIBRARY WEBSITE USING THIS LINK, http://naulibrary.org/dglibrary/admin/book_directory/Mass_communication/11183.pdf
Tags: Anti-Drug Campaigns-Media Use/Public Relations, Communication, Drug Abuse, Drug Abuse Treatment, Drug War Historical Antecedent, Hard Drug Consumption Consequences, Mass Communication Thesis-2006., NDLEA Drug Abuse Statistics, NDLEA Media Use Approaches, NDLEA/Drug Abuse, Nigeria/Global Drug Trade, United Nation Drug Control Programme Report Observation, Uses/Gratification Theory.