AN EVALUATION OF AUDIENCE KNOWLEDGE AND ATTITUDE OF MEDIA CAMPAIGN ON DRUG ABUSE

ABSTRACT

This research evaluates Audience knowledge and attitude of media campaign on drug abuse. The objective focuses on examining the audience towards media campaign on drug abuse. The study was anchored on the agenda setting theory, theory of construction of social reality and social learning theory. Survey method was adopted with structured interview (questionnaire) as the instrument. Mass Communication full time, University of Benin (Ekehuan campus) constituted the area of study, where 90 students were sampled out 909 students in the department. Findings showed that media awareness on drug abuse has helped in the reduction of illicit drug consumption in the community. It also showed that audience are aware of media campaigns on drug abuse and are of the opinion that drug addiction and abuse are harmful to the health, it is also agreed that media campaigns provides adequate, sufficient and reliable information on drug abuse in campaign messages. The research recommended that health agencies should try harder in creating awareness as regards drug abuse, more health programmes should be set up and that the Federal Government should aid these agencies in their fight against drug abuse.