Mass media linkages with school-based programs for drug abuse prevention

Abstract

The most appropriate role the media can play in preventing drug abuse is the dissemination of school-based approaches of proven efficacy. In this paper, that statement is justified from theoretical and empirical perspectives. Suggestions for putting it into practice are offered. Review of the theoretical perspectives of Cartwright, Lazarsfeld and Merton, and Katz suggests that effective uses of mass media for drug abuse prevention must ensure adequate dissemination, maximize positive attention by the target audience (selectivity), encourage positive interpersonal communication, and maximize the principles of monopolization, canalization, and supplementation. Several major ways in which mass media programming can be linked with school-based or community-based programming to achieve these objectives are suggested. Mass media programs are seen as means to improve acceptance of school-based prevention programs by parents. Conversely, schools are seen as playing a crucial role in increasing exposure to media prevention programming, especially if it is an inherent component of a classroom curriculum, and increasing and improving interpersonal discussion about the issues, between students, between students and teachers, and particularly between students and parents.