Mass Communication Project Topics

The Impact of Television Campaign Against Drug Abuse, Using Afebabalola University Students as a Case Study

The Impact of Television Campaign Against Drug Abuse, Using Afebabalola University Students as a Case Study

The Impact of Television Campaign Against Drug Abuse, Using Afebabalola University Students as a Case Study



The overall purpose of this study is to find out the impact of television campaign against drug abuse. The specific objectives of the study are as follows;

  1. To examine the impact of television in creating awareness against drug abuse among Nigeria youth.
  2. To identify and evaluate strategies used among undergraduate to address drug abuse, their effectiveness and shortcomings.
  3. To examine whether television campaigns educate and enlighten the general public in drug abuse.
  4. To know if television awareness on drug abuse has reduced the unlawful use of drug in society.
  5. To examine if television campaigns present adequate information on effect of drug abuse to the people in society.




It is mandatory in any research study to review relevant and related material of other authors or book publishers to get their views about the topic of discuss in order to enrich and strengthen the substance or content of the study. This research is specifically on the impact of mass media in creating awareness against drug abuse. In this chapter the study intends to examine the impact of the mass media in creating awareness about drug abuse in Nigeria. To propose strategies that could help curb drug abuse in Nigeria to examine the effect of drug abuse in Nigeria.

Among the key issues that will be reviewed here includes, an over view of Nigeria mass media, awareness creation by the mass media in Nigeria, the concept of drug abuse around the globe etc.


This study will have its theoretical framework on exposure theory and agenda setting theory.


Exposure theory: This theory simply deals with how one chooses to expose himself to some particular media content. It can be divided into three stages which are selective exposure, selective attention and selective retention theory. The selective exposure means you simple select the kind of content you open yourself to e.g most people prefer to expose themselves to entertainment news rather than political news. Now even after exposing yourself to a particular kind of content, it’s not everything you listen to in the entertainment news they might be talking about fashion and the music industry and you choose to listen to only the fashion news, that is you selectively putting your attention to the fashion news and for the selective retention you chose to remember few things mentioned in the fashion news. Every other thing said is regarded as noise to you. How this theory relates to my topic is basically that not everyone exposes themselves to mass media messages on television campaigns and even among those who watch television campaigns not everyone gets to watch the messages on drug abuse awareness and for those who do watch the messages only a few choose to retain what they saw and act upon it. On selective exposure you have to be watching programmes or advert on drug abuse and for the selective attention well if you’re watching television campaigns programmes not all their programmes will catch your attention and the few that catches your attention and you choose to act upon is the one you selectively retain.





This chapter discussed the method used in the study. The researcher adopted the use of two research method, the in-depth interview and questionnaire. This is because the study was highly interested in analysing the impact of television campaign against drug abuse, using Afe Babalola University students as a case study so to test and validate.

The servicing Questionnaires was used to illicit Reponses and information. This method is use to reduce bias and error variance.


Research design is the framework which specifies the type of information to be gathered including sources of data and the procedures used in collecting item. The researcher used the survey method of research to carry out this study.

Survey method is a vital means of eliciting response from respondents. According to Ohaja, (2003:10) survey is a study of the characteristic of a sample through questioning that enables a research to make generalisation concerning his population of interest. The method is proved to be the most convenient and effective method of the discipline.




The major aim of this study is to analyse the impact of television campaign against drug abuse, using Afe Babalola University students, as part of the data collection process, questionnaire were being administered to a sample population of television in creating awareness about drug abuses.

The sample size was chosen from different parts of Afe Babalola University, before going into the presentation and analysis of data gathered the result statistics of questionnaires administered will be discussed.





The problem of drug abuse has become a universal one, as it has extended beyond adult and urban settlers to now include young female and even those who live in rural area. Also in our institution of higher learning, Alcohol, India Hemp, Marijuana and Tobacco seems to be most widely used and accessible drugs among our youths.

The findings also showed that smoking in particular has rendered a good number of our youths socially insane and the family as the primary agent of socialisation, has degenerated thereby exposing our youths as easy privy of drug abuse. A close relationship between the child and the parent at early age will not only expose the danger inherent in drug but it will help the children to avoid drug in it infinity.

Also, the media especially the television has enormous role to play in the struggle against drug abuse by not encouraging commercials that promote the sale of products like tobacco not considering the financial profit that may be incurred from such advertisement.


The following concessions have been drawn from the relevant major findings of the study.

Drug abuse has a bad effect on the health of the nation especially among our youths in institution of higher learning. The television as a vehicle of information has enormous task to help in combating of this scourge.

Drug abuse in all this ramifications has dented the image of the country. The war against drug abuse can only be won with their concerted effort and cooperation of various government agencies, individual/private organizations.


In view of the forgoing discussion, a few observations and recommendations could be made for consideration and implementation. This is necessary in view of the fact that more has to be done on drug abuse problem. The following recommendation were made by the researcher;

  1. I recommend that the television should intensify their public awareness campaign by organizing drama, symposium, lectures not only in the urban areas but also in our rural areas, this campaign should be made available because research as shown that Nigeria youths in both rural and urban area of different socio-economic background indulges in the use and abuse of dangerous and illicit drugs.
  2. I also recommend drug abuse education in schools and this should be pursued by providing factual information, this additional instruction should infuse drug education into existing school curriculum related to this is the establishment and encouraging of drug free club in our schools.
  3. Finally, the television being an effective instrument for mass mobilization should encourage the government to establish counselling Centers in Churches, Mosques, Markets, town halls recreation Centers, hospitals. This will provide the therapeutic environment that allows a two-way communication interaction to take place between counsellor and client.


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