Mass media and the prevention of drug problems: a psychological appraisal

Abstract

It is often assumed that the mass media are capable of exerting great influence over large sections of their audience. In fact, to achieve anything like mass persuasion, certain conditions need to be met. The mass media can be a powerful influence if directed at emergent trends or attitudes, or in reinforcing behaviour that is being shaped by other forces. Messages to stop, curtail, or engage in new behaviours which run counter to prevailing norms will be ineffective without instruction and access to the means for change within an integrated system approach. It is crucial that the target population is segmented to receive tailored messages to which each group will be optimally receptive. The 'stage of change' a drug user is in is likely to be of particular importance.