IBRAHIM BADAMASI BABANGIDA UNIVERSITY LAPAI, NIGER STATE

FACULTY OF LANGUAGES AND COMMUNICATION

DEPARTMENT OF MASS COMMUNICATION

MCM 301 ASSIGNMENT.

COMMUNICATION RESEARCH METHOD

SUBMITTED TO

PROF. JUDE T. KUR

ASSIGNMENT QUESTION

Undertake a historical review on the topic; “Influence of the media on illicit drug

use. Using the APA 6th edition citation and referencing format.

Also using mass communication department format of literature review.

SUBMITTED BY

FARIDAT TEMITAYO AMODE

U19/FLC/MCM/1086
 REVIEW OF LITERATURE ON

Topic: INFLUENCE OF MEDIA ON ILLICIT DRUG USE.

TABLE OF CONTENT

1.1 Introduction ……………………………………………………………………….,

1.2 Review of Concepts ………………………………………………………………

1.3 Review of Related/Empirical Studies……………………………………………….

1.4 Theoretical Framework ……………………………………………………………..

1.5 Summary of Literature Review ……………………………………………………..

1.6 References......................................................................................

KEYWORDS

Drugs, Illicit, Media, Influence, Drug Use, New Media.

INTRODUCTION.

Media is a channel for communicating ideas, thoughts, actions and information to the public.

This historical review focuses on the review of relevant literature on the Influence of media on

the use of illicit drugs. The literature analysis also established a related framework to support the

study. The literature review displayed in this conveyance manages insightful research discoveries

on the influence of media on illicit drug use. This review will describe the evidence of research

on drug use and its marketing using media, considering the exposure to tobacco, alcohol, e-

cigarette and content.

REVIEW OF CONCEPTS

Media and drugs

Several Studies have been carried out on media influence on illicit drug use, using both

analytical and numerical methods. Illicit drugs are never far from the media's sight and although

recognized almost a decade ago as 'a new battleground' for the Alcohol and other drug (AOD)

field, there has been limited research examining the role of the news media and its effects on

audiences. (" Journal of Alcohol & Drug Education, vol. 64, no. 2, Aug. 2020, pp. 20+.)

A recent qualitative study investigates the role of social media platforms on the sale and use of

illicit drugs among teenagers and Youths. Thirty undergraduate students in tertiary institutions

in Lagos State completed semi-structured interviews sharing their experiences with purchasing

illicit drugs through social media platforms. Developments show that online drug accessibility is

technical but easy with connections from friends.

Also, the media range of the escalating heroin-related problems in Australia played a vital role in

generating enticement in heroin overdoses, scaffolding public discourse in terms of a health

and/or criminal issue and affecting political determinations. (2010 Australasian Professional

Society on Alcohol and Other Drugs.)

New media and drug use

New media has outperformed standard marketing, which is concerning because youths have on-

demand access to content and are active consumers of New media. This is evidence that the

audience of New Media is downright exposed to illicit drug use.

Given that New media constitute a primary source of learning about drug use, particularly for

youth without direct live experience but paid industry advertising and portrayals of drug-using

behaviours in the media are key influences on illicit drug use. Current Addiction Reports volume

5, pages 146 (2018) Re.

Illicit Drug use

Illicit drug use is a global public health issue facing individuals, families and society contributing

to significant toxicity among youth and adolescents. Cannabis is rated as the most commonly

used drug across the globe with an overall increase in some populations. Among first-time illicit

drug users, 25% use non-medical prescription drugs, 6.3% use inhalants and 2% hallucinogens

across the globe. There is a high prevalence of poly-drug use among young adults. This is the

combination of prescribed drugs and illicit drugs. “Drug abuse has become a worldwide

epidemic with no respect for geographical boundaries, racial groups and social classes” Antonio

Mazzitelli, (1993).

Drugs are basically in two groups; Legally approved and acceptable drugs and illegal or legally

disapproved drugs. Legally approved drugs are drugs which have through the ages become a

part of society and had remained, Ballas (2006). However, due to large quantities of these drugs

being taken in and out of the country, the government imposes import duties on them.
According to Odejide, (1989), many Nigerians do not regard alcohol as a very potent drug

because it is readily available and its use is socially accepted by society. Further, psychoactive

substances are common in Nollywood films. For example, out of 479 local films Aina and

Olorunshola examined, 268 portrayed at least one scene of alcohol, cannabis, tobacco, cocaine or

heroin use. Notably, 197 out of these 268 films depicted alcohol consumption, making it the

most-used substance. Therefore, those who are exposed to these alcohol depictions may be

influenced to consume alcohol.

There is also confirmation of diverse drinking patterns and motives amongst students in Nigeria,

and alcohol-related problems such as accidents, mental disorders, and anxiety, amongst others,

are increasing but to date, there is no empirical evidence on how the media may be part of these

revolutions. Health Education Research, Volume 32, issue 3, June(2017).

Media and New products (E-cigarettes)

During the past few years, there has been a rapid increase in the use of Electronic cigarettes by

youths. Corresponding to the use of E-cigarettes there is a rise in the marketing of e-cigarettes in

the media.

Divulgence to e-cigarettes occurs across a variety of media channels and marketing platforms,

including print, broadcast, internet media and point-of-sale advertising, and the research

conducted to date suggests that adolescent and young adult exposure is very high.

E-cigarettes are portrayed using a form similar to those used to promote defined tobacco

products, including content related to social status, sex, glamour, celebrity endorsements, and

flavours that are appealing to youths. In proliferation, e-cigarette adverts include claims that

these substances are "healthy” and have edges over defined cigarettes. Given that youth report
high media exposure, there is valid concern about the role of e-cigarette marketing in media.

Media about illicit drugs can have manifold effects.

REVIEW OF RELATED/EMPIRICAL STUDIES

Other researchers have shown how media influences illicit drug use in their studies. Research on

the influence of marketing and media on youth initially focused on exposure to tobacco content.

Foreign studies

Wellman et al and Leonardi-Bee et a (1998) estimate that the odds of becoming a tobacco user

are increased roughly twofold by exposure to marketing and media. The study shows that efforts

to minimize young adults and adolescents to tobacco have somehow not been very effective due

to the media.

In one study, Collins et al estimate that on average, adolescents encounter alcohol advertisements

per. The purpose of the study was to quantify youth exposure to alcohol advertisements on

various media outlets.

Fewer studies, however, have analyzed the relationship between marijuana use and media

exposure. "Marijuana is the most common illicit drug used by children and adolescents in the

United States (Heyman et al., 1999). Illicit drugs such as marijuana are common because of how

the media portrayed it to be. Of the 200 popular films from 1996 to 1997, studied, 22%

referenced illicit drugs and 93% portrayed consumption of alcohol (Roberts et al., 1999). Of the

top 1,000 popular songs they studied in this period, 18% referenced illicit drugs and 17%

referenced alcohol (Roberts et al., 1999). This study shows that even the movie industry

promotes the use of drugs and Alcohol especially in Adolescents and young adult movies.
The Media disseminate and shapes public knowledge, perceptions, and attitude towards people

with drug use (Committee on the Science of Changing Behavioral Health Social Norms, 2016).

This study shows that the media gives a perception about illicit drugs, to drug users and also

influences their attitude towards how they use the drugs. For example, When the media shows

an advert or a movie on the impact of illicit drugs it can influence the user negatively or

positively.

Antonio Maria, the Executive Director of the United Nations Office on Drugs and Crime

(UNODC), has researched that "East Africa is witnessing heroin use, while cocaine is on the rise

in West Africa and manufactured drugs in the Middle East and South-East Asia…and ‘failure to

harness drugs could unleash a “health disaster” in the developing world’ (Psychonaut 2010). This

study portrays media as a weapon of social destruction. It promotes trafficking and the use of

illicit drugs.

Costello and Ramo (2011) reported studies that show that undergraduate students with

unsupervised online social networking use were more likely to have drinking disorders and

difficulties with emotion regulation.

Local studies

(Japhet 2013; Soul City Institute for Health and DevelopmentCommunication, n.d) His research

cited a good model of Edutainment, which the Nigeria mass media can adopt. This model is

deemed ideal as one of the communication strategies that the Nigerian mass media can engage to

address the problem of illicit drug use in the country. It is a model for behavioural using media.

The World Health Organisation (WHO) World Health Organisation report that illegal drug

users are the most stigmatised group, with alcoholics and other drug users facing similar eviction
daily. This study shows that illicit drug users are shamed and often avoided due to their nature of

violence in society. They are considered to be "rotten eggs".

Studies conducted by the National Drug Law Enforcement Agency (NDLEA) revealed that

adolescents and youths of both sexes and between the ages of 13-35 years constitute the high-

risk group for drug abuse. This study gists on the usage of illicit drug use between a defined age

group that constitutes most of society and is drawn to the media, especially the new media.

All these studies have shown that Media influences illicit drug use and it is common among

Adolescents and Grown-ups.

THEORETICAL FRAMEWORK

This research study is done due to the impact of media on illicit drug use. A good amount of

media theories come into play in examining the influence of media on illicit drug use.

According to the new media theory of composition, Media can influence audiences in four key

ways: by setting the agenda and defining public interest; framing issues through selection and

salience; indirectly shaping individual and community attitudes towards risk; and feeding into

political debate and decision making. This theory proves just how detrimental media glorifies

drug use. There are increasing behavioural consequences, such as mimicking behaviour seen on

platforms like Instagram, TikTok, and Twitter. These social media platforms hail themselves as

fun, safe places to connect with peers and family.

The second theory is the media Gratifications Theory. Practitioners of the gratifications theory

study the ways the public consumes media. This theory states that consumers use the media to

satisfy specific needs or desires. This study explains how people use the media to their

satisfaction. Most drug users, use media to communicate with buyers or sellers of illicit drugs.
Many people use the media to seek out entertainment, find information, to communicate with

like-minded individuals, or to pursue self-expression. Drug users can easily get through to others

like themselves. The use of media by illicit drug users ratified their needs and these needs

determine how media is used. By examining factors of different groups, and media choices,

researchers can determine the motivations behind media influence on illicit drug use.

(Papacharissi 2009).

Therefore, there are many other theories that can explain why media influences drug users. The

theory of composition tells us that media shapes the mind of its users and input different

ideologies into them. Meanwhile, the theory of media gratification explains how illicit drug

users use media to their satisfaction.

SUMMARY OF REVIEW

This literature review began with an introduction of the topic and what it entails. The concepts

reviewed in this literature review are; media and drugs, Illicit drug use, New media and drug

use, media and new products (e-cigarettes ).

These reviewed concepts explain the role of media in consumer behaviour, targeting adolescents

and young adults on the web. It explains how the media portrays drug use and how it influences

its users. Media undoubtedly plays a vital role in illicit drug use and how it affects society at

large.

The review moved on to state related investigations from different researchers and their impact

on the study. The review also gave theories of media that explain the influence media has on

drug users.
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