Using Mass Media to Reduce Adolescent Involvement in Drug Trafficking

Abstract

Drug trafficking among adolescents is a newly recognized high-risk behavior that seems to be involving large numbers of youths. Strategies to prevent and/or alter this behavior must be developed and evaluated. In view of the high exposure of adolescents to the mass media, interventionists seeking to reduce adolescent risk behavior have increasingly employed the media in their efforts to reduce adolescent risk behaviors in general. However, not all risk behaviors may be amendable to change as a result of this approach. Therefore, before utilizing this approach to address adolescent drug trafficking, it is important to investigate previous efforts targeting related risk behaviors. Mass media campaigns against the use of drugs have been common in the US and seem to have played a role in reducing consumption of both legal and illegal drugs. The most effective messages seem to focus on the risks of drug use and the social disapproval that attends use. The mass media may increase the influence of these antidrug messages by changing the social climate surrounding drug use. The mass media may be a particularly effective way to reach adolescents and their parents in communities in which adolescent drug trafficking is prevalent and to unite the institutions that could influence adolescents against involvement in the drug trade. However, intervention efforts must also contend with the economic incentives of the drug trade in poor, central-city communities.