MESSAGES DISCRIMINATED FROM THE MEDIA ABOUT ILLICIT DRUGS

The electronic media have been an instrumental tool in the most recent efforts to address the issue of illicit drug abuse in the United States. Messages about illicit drugs appear in three places in the media: advertising content, news content, and entertainment content. Many studies have documented the amount and types of messages that appear on the electronic media, but few have asked the audience how they interpret these messages. The purpose of this study is to investigate how much and what type of information college students receive from the media about drugs. Interviews were conducted with 228 students using the message discrimination protocol. The messages were then content analyzed into theme areas. Results indicate the majority of messages discriminated from advertising content were fear appeals; that the majority of messages discriminated from news content documented the enforcement efforts in the war on drugs; and that messages about drugs in entertainment content were more likely to provide clear accurate information about drugs than the other two content sources. The results are discussed in terms of the audience receiving fear and fight messages from the electronic media rather than clear, accurate information necessary to make informed decisions about drugs.