Media Content Analysis of Drug Abuse - Essay Example

Social Issues: Media Content Analysis of Drug Abuse Institution; Name: Introduction According to Chang et al. (2002), the term social problem refers to a challenging life situation that calls for adaptive functioning response, rather than effective functioning that is clearly available to the individuals faced with the situation, due to the occurrence of an obstacle, such as commitment, habit or personal goals. Put differently, social problem is any issue that has direct or indirect implications on the general wellbeing of members of the society. The problem signals a deviation from a particular set of moral values or ideals. Hilgartner and Bosk (1988) stated that for an issue to be regarded as a social problem, some members of the society must view it as undesirable. At this stage, the media plays a critical role in portraying and shaping response to a problem. This essay argues that the media can influence how individuals within the society curtail drug use based on its content. There is evidence to show that drug abuse is a prevalent social problem in Australia. In Australia, prevalent use of illicit drugs is undeniably an indicator and a contributor of social disadvantage (Scollo & Siahpush, 2012). In regards to associated high-risk behaviours, the pervasiveness of drug abuse is substantially higher among the lower socio-economic segments of the society, specifically among those experiencing several social and personal challenges. The frequency of drug among these groups is a key factor triggering poorer health status in areas that are economically disadvantaged (Wagner et al., 2011). According to Cancer Council, spending on tobacco over long periods depletes household assets and saving. It also propagates intergenerational poverty. Economic constraints and poverty facilitate social conditions that hinder successful quitting of drug use. To this end, it is apparent that drug use is a major social problem in Australia (Scollo & Siahpush, 2012). Representation of tobacco drug use by the media in Australia The media has, over the years, been a trustworthy source of information. News media coverage is a critical source of health information. It frames discussion on drug-related issues among the general public and policymakers (Wakefield et al., 2008). Due to this, the media potentially affects individual behaviours and attitudes, as well as, the outcomes of drug use in Australia. This perspective is based on Conflict Theory, which suggests the role of using coercion and power to generate social order. Hence, since media is the dominant factor in information conveyance, it is an influential tool. A study by Durrant et al. (2003) established that media coverage is an irreplaceable mechanism for findings solutions to social problems, such as drug abuse. In the more extensive field of public health, Durrant’s et al. (2003) study also established that news media serves as a critical source of health information for individuals of the general public who depend on it, specifically for information on issues that are external from their scope of experience. It is critical to understand the varied methods in which the media frames prevalent social problems, such as drug use. Like the Conflict Theory, the media framing theory suggest that the media can influence the society. As stated by Tetteh and King (2011), the theory suggests that the ways in which ideas are framed (presented) by the media can influence how individuals of the society thinks about or pursues an issue. Individuals tend to believe what the media says and frames opinions based on the information conveyed by the media, in spite of whether the news is factual or not. Muschert and Carr (2006) pointed out that the media always reframes an event by stressing various attributes of the event, whether consciously or otherwise, so as to keep the story vibrant and fresh. On the other hand, it is usually the case that a range of media outlets maintain divergent viewpoints on social issues. The media framing theory is closely related to agenda-setting theory (Durrant et al., 2003). According to agenda-setting theory, the quality of an object or an issue to attract attention increases the extent of the news coverage on the issue (Muschert and Carr, 2006). In which case, the issue is likely to be a public figure depending on how the media represents it. Hence, depending on the content of the media, it can either increase or diminish the significance of the news story (Guthrie & Abeysekera 2006). Media content analysis A news article by ABC News (29 April 2014) pointed at the growing Australian illicit drug trade. The authors of the article used statistics to draw attention to the severity of the social problem, basing on a report by Australian Crime Commission , which indicated that some $2.7 billion worth of illicit drugs had been seized in 2013. Further, it indicated that around 100,000 arrests had been made. The authors further called for the authority to act following the increase in the size of the drug market. This perspective is based on Symbolic interaction theory. The theory is concerned with the social interactions and the meanings they imply, where participants observe each other’s actions and react variedly. According to the theory, human behaviour is social and hence based on communication (Kaminskas& Darulis, 2007). The language used also expressed fear and apprehension over the likely outcome of the expanding drug market by stating that “Australia faces crystal meth pandemic.” ABC News further appeared to highlight the need for action on the part of individuals using the drug to drop the habit and on the part of the society to act by indicating the long-term effects of using the crystal methylamphetamine as kidney failure and cardiovascular complications. An article published by the Sydney Morning Herald published 28 April 2014 revealed how international drug cartels are increasingly targeting the Australian market because of the rising demand of the illicit drugs and the high prices Australian consumers are willing to pay (Ralston, 28 April 2014). The language used in the article appeared as intended to cause fear and anger on the public as well as instigate actions on the part of the law enforcement. To persuade actions on the part of the state and the public, the article used current statistics to show the prevalence of the drug market. The words used in the article also appeared to criticise the government, particularly the Australian Crime Commission’s failure. For instance, it hinted that international supply chains had management to penetrate the Australian market (Ralston, 28 April 2014). In a question and answer article published by ABC News, Brown (29 April 2014), who was the reporter, probed the question on whether the government, which is the most powerful organ and capable of mitigating the social problem, was acting as required. The language used in the article seemed to scorn the government’s minimal efforts. It further highlighted how the failure was causing social disorder. Brown (29 April 2014) expressed that Prime Minister Tony Abbot would never win the war on drugs since they have already become a pandemic. Questions on the health risks of using ice meth, as well as family violence and robberies were tackled to trigger public and government action. The message was that the government and the public should work collaboratively to solve the social problem (Wagner et al., 2011). Indeed, this calls to attention the functionalist perspective. As explained by Melander and Wortman (2011), functionalist perspective regard each aspect of the society as interdependent and contributing the social order as a whole. Therefore, the government provides social institution to curtail drug use that affects a community, the community on the other hand pays taxes to keep the state running. An article published by Murray Mail on 30 April 2014 also related to the functionalist perspective. The article conveyed the message that teaching the teenagers on the hazards or using drugs can bolster campaign against drugs (Johnson, 2014). The language used in the article was positive and appeared to express the hope that war on drug could be won at the early stage. An underlying message, however, was that the social problem could be solved collaboratively between the parents, educators and the general public. An article by May (2012) that was published in The Age also draws attention to the relevance of functionalist perspective in creating social order. The article was intended to pass the message that the countries that depend chiefly on law enforcement to deal with drug abuse and drug-related crimes fail. The language used in the article was negative and criticised Australian government for taking such a trend. To instigate public and government action, the article showed the extent of damage to the economy to be $9 billion a year used in fighting drug abuse. The author also highlighted health risks associated with drug abuse. The article’s underlying message was that drug abuse could be solved interdependently by the community and policymakers (May, 2012). In an article published on 5 April 2014 by the Sun Journal, Williams (5 April 2014), who is the author, used sarcasm to criticise how the society was constantly trying to stay up to date with the latest illicit drugs because of the government’s weak control measures. The article seemed to convey the message of increased social risks, such as burglary and theft, unless the government and the general community acted in unison to stop drug use (Williams, 5 April 2014). In an article published by Courier News, concerns over the increased drug abuse among school-going children were explored. Dore (28 April 2014), who is the author, intended to pass the worrying message that education experts, celebrities and parents were to blame. For instance, the author stated that Australia lives in worrying times. Symbolic interaction is a basic theoretical model that is focused on micro-level interactions, unlike conflict and functional theory that placed emphasis on large-scale influences of human behaviour, the theory suggests that students can appreciate their own participation to create social order around them, by interacting (Melander & Wortman, 2011). These findings were verified by Melander and Wortman (2011) in a study of 433 students, Hence, the society must engage in a range of tactics to attain the desired objective. To show concern and instigate action, the author highlighted the health and social risks of drug use by school children. Statistics were also used to show evidence for concern. For instance, he stated that school exclusion for illicit drugs had risen to 328 in 2013, from the initial 2010 figure of 144. The author expressed that education experts, parents and anti-drug campaigners could solve the social problem. Concerning celebrity drug users, the media has used a soft spot. In an ABC News article authored by Aird (28 April 2014), the soft language used indicated that the media appeared to have a soft spot for celebrities, and even exalted name in spite of their criminal behaviours. Based on the Conflict Theory, which proposes that an institution with power controls those without, it can be argued that the media intends to persuade the public to sympathise with celebrity drug users. The article showed how Geoff Huegill, a Commonwealth Games medallist swimmer, and his wife Sara had been accused of drug charges. Rather, the media took issues with the Australian team, as another swimmer Scott Miller had been convicted in early 2014. In which case, the underlying message is that problem is not with individual agencies, rather it is with the sports authorities. For instance, the article described Huegill as facing the problem of battling drug dependency. This shows the media does not criticise the individual. The media plays a critical role in portraying and shaping response to a problem. On analysis of the media content, it can be concluded that the media has used its position of power, based on conflict theory, to instigate the government to collaborate with communities to curtail the social problem. References ABC (29 April 2014). Report shows Australia's drug trade is at an all-time high, big increase in ice and steroid arrests. ABC News. Retrieved: Aird, C. (28 April 2014). Huegill on drug charges. ABC News. Retrieved: Brown, R, (29 April 2014). Australia losing its war on drugs. ABC News. Retrieved: Chang, E., D'Zurilla, T. & Sanna, L. (2002). Social Problem Solving: Theory, Research, and Training. Washington, DC: American Psychological Association Dore, C. (28 April 2014). EDITORIAL: Ignore drug scourge at our children’s peril. Couriermail News. Retrieved: Durrant, W., McLeod, K., Clegg-Smith, K & Chapman, S. (2003). 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