Portrayals within the Media - Essay Example

What types of portrayls might we find in various parts of the media in relation to drug use and drug users and what kinds of factors might be used toexplain what we find The role and the mission of media have been doubted at a significant level mainly during the last decade. The reason for that can be found to the fact that the information transmitted is not always examined as of its validity neither of its quality and as a result people of all ages are face an indirect psychological pressure which sometimes can be really serious. On the other hand, due to the lack of severe control, the content of the emissions or of the advertisements is sometimes a negative influence. In this context, the presentation and the analysis of a series of issues should be more strictly examined under the criteria of the purpose served as well as of the means used for the realization of the specific program or advertisement (Bush, Neutze, 2000). Under the above mentioned, the presentation of issues or images related with drugs should be more limited both to its content and to its time and it should be focused to the methods of the problem's resolution and to the risk related with them trying to avoid to become a kind of advertisement on their usage (Kay, 2002). Mostly the last years, the behavior of media towards the issue of drugs can be characterized as having 'two-aspects'. The first aspect is characterized from the existence of emissions and advertisements that have as a target to show that drugs are the 'killers' of the body and the mind as well as of discussions transmitted through the radio in which the experiences of people that have passed from this condition are analyzed in order to prove the danger related with the specific problem as well as the possible methods to face it when occurs in terms of reality. In this context, the portrayals of the drugs and the drug users are characterized mainly by the detailed analysis of the negative aspects of the situation as well as of its direct and indirect results on peoples' lives. On the other hand, the so-called 'lifestyle' of modern society, which is presented continuously through the media, refers mostly to the 'easy life', the 'easy money' through the 'easy dreams' and - on purpose or no - creates the need for the acquisition of a series of products and of a certain style of life which is not achievable to the majority of people. Under these terms the people are influenced that this way of life (the easy one) is the perfect situation and the ideal acquaintance. Very often people that live in such a style of life are presented as ideally happy even if it is known that they have drug addiction. In the worst situations, this use is just mentioned as an aspect of a person's life as not a really bad or negative condition and the drug usage is indirectly presented as the normal consequence (even a requirement') of this way of life. Greene and Krcmar (2005, 71, 72) made a research on the influence of media to the human behavior. They found that 'argumentativeness is positively related to violent movie exposure, real crime television exposure and violent television exposure'. Moreover, they stated that 'argumentativeness and verbal aggressiveness' have been found to be 'better predictors of violent media exposure than they are of violent media linking'. Furthermore, 'violent movie exposure was found to be positively related to risk taking, whereas horror movie viewing was negatively related to risk taking'. Their research did not refer specifically to the drugs and the drug users. However, their influence to the human behavior could be analogous if considering that in real terms the drug use is a 'violation of health' especially when considering the results and to that point the effects of images of such a content could have the same effect to the human behavior as the movies that contain violence. To the above direction Gutwill and Hollander (2002, 263) examined the issue of the interaction between the human behavior and 'the social structures as well as the media messages of their culture'. Furthermore, their research targeted the presentation and the evaluation of 'the programmatic responses to violence among children from a psychoanalytic perspective'. They consider that 'the creation of a community in which children can grow up developing their capacities for imaginative learning and empathic connection is a political act, one that is built on the understanding of ability to confront the complex structural and ideological institutions that violate community in multiple ways'. (Gutwill and Hollander (2002, 272) Referring especially to the children, it seems that the main volume of influence (and of the relevant portrayals) comes through the technology and especially the Internet. According to Edwards, La Ferle and Lee (2000, 55) 'As the teen market segment expands and spending power increases, advertisers are cognizant of the importance in understanding traditional and emerging media trends in reaching this new generation of consumers. Increasing penetration of the Internet at home and at school encouraged the authors to examine teens' relationships with media. Time allocation across media and the needs fulfilled by each medium were investigated'. Their study further also investigated 'how the Internet, given its ability for two-way communication, stacks-up against interpersonal communication sources. Influences of gender and home access to the Internet were analysed, as were the methods teens use to learn about websites'. It is stated furthermore that 'contrary to the belief that the Internet will cannibalise other forms of media (Internet Advertising Bureau, 1997), especially television, this study illustrates how teens often use various media to fulfil different needs'. Moreover it is accepted that 'successful web pioneers have recognized this and are trying to maximize the versatility of the Internet by working to fulfil a broader range of teen needs currently being met through traditional media'. (Edwards, La Ferle, Lee, 2000, 63) Lu, Zanutto, Hornik and Rosenbaum (2001, 1245), examine the issue of 'multivariate matching with doses using pilot data from a media campaign against drug abuse'. The specific media campaign 'is intended to change attitudes and intentions related to illegal drugs, and the evaluation compares stated intentions among ostensibly comparable teens who reported markedly different exposures to the media campaign'. The use of media was considered as necessary here in order to examine effectively the two different types of treatment. More specifically 'multivariate matching with doses of treatment differs from the treatment-control matching in three ways. First, pairs must not only balance covariates, but also must differ markedly in dose. Second, any two subjects may be paired, so that the matching is nonbipartite, and different algorithms are required. Finally, a propensity score with doses must be used in place of the conventional propensity score' Skiba, Monroe and Wodarski (2004, 349) state that 'prevention programs should address an entire client system, to include the individual, their family, school, work, their community, and the mass media'. Furthermore, 'Social workers are continually called on to address the multiple problems that contribute to and result from adolescent substance use and abuse'. However, it seems that the efforts 'are affected by changing prevalence rates and an ever-changing popularity of certain drugs. Up-to-date information is necessary to improve our understanding of prevention strategies and to help us better understand what works and does not work'. Under this context it is stated that 'social workers will need to support future substance use prevention programs more effectively by using contributions from practice, theory, research, and policy perspectives'. The participation of the state towards the effective protection of people especially the children from the faulty 'portrayals' of drugs and their users through the media of all type is crucial. Moreover, the relevant authorities should try to secure the application of the legal rules in real terms without the intermediation of bureaucracy or other factors that could serve as a barrier for the limitation of the phenomenon (Levinson, M.H. 2003, Schwebel, R. 2002) The participation of the individuals to all the efforts related with the resolution of the problem of drugs, is very important. The personal initiatives can be extended to all kind of relevant activities. Portman (1996, 56) referred to his profession and to other factors that can help towards the limitation of the problem. He states that 'members of Congress are in a unique position to mobilize people in their own communities. By the nature of our jobs, we deal with every sector of the districts we represent. We can also bring statewide and nationwide expertise and resources to bear on a problem. And we can draw the attention of news media that is so critical to educating and mobilizing neighborhoods to solve their toughest social problems'. He also participated in a campaign in order to prove the necessity of the participation of the people in the efforts done towards this direction. He states that: 'over the last year and a half, I have spearheaded an effort to establish the Coalition for a Drug-Free Greater Cincinnati. We made it clear through the amount of time we devoted to the effort--more than 1,000 man-hours over 18 months -- and through our inclusive, nonpartisan approach that this was not about re-election campaigns or shallow publicity. The reaction from the community to this new kind of leadership has so far been very positive. Every television station, every major radio station, the two daily newspapers, and our largest outdoor advertising company are all running antidrug public service announcements and ads. Some of the radio spots are from a popular local rock band. We know that such messages help reduce drug abuse, and Greater Cincinnati now has one of the most aggressive antidrug media campaigns in the country' (Portman, 1996, 57) McArthur (1999) examines two factors that 'have an effect on drug policy -- the media and political will -- exploring how these influenced outcomes of earlier heroin response strategies' (McArthur, 1999, 149). Her study shows that 'the media and the Commonwealth government played an important part in endorsing and expanding methadone treatment in the mid 1980s. Methadone treatment had been regarded as a failure as a treatment when the policy goal was abstinence from all drugs. However most would agree that NCADA and the emphasis on the use of methadone is a policy success (Ward, et al, 1992; McDonald, et al, 1988). Methadone treatment is seen as an important and effective strategy in the fight against HIV/AIDS infection, decreasing illegal drug use and crime and improving the health of users'. According to McArthur, 'the example of methadone treatment does however provide some hope that drug policy reform can occur. The trial may even happen in the future. The media can shift and indeed be harnessed for a reform agenda. Politicians can move drug treatment policy along and take risky political decisions that may not always be popular to parts of the community and some noisy media commentators. It does however seem unlikely that will be in the life of this government' (McArthur, 1999, 157) According to the above, the media can be considered as having a severe influence to all aspects related with drugs and their users. The above influence can be positive or negative in accordance with the aim targeted, the means used and the environment of activation of the relevant effort. Sometimes, is seems that the presentation of negative portrayals of drugs and of their users cannot be faced at least not up to the desired level. It should however, noticed, that the evaluation of the nature and the character of the specific portrayals can often hide an element of subjective crisis. On the other hand, the success or the failure of the related activities (that which target the prohibition of the presentation of such portrayals) cannot be assumed in terms of a short-term effort. In this context, the only indicator of the (positive) development of the relevant activities is the limitation of this phenomenon up to a predefined level and mostly in a long term basis of monitoring. References Bush, b., Neutze, M. (2000). In Search of What Is Right: The Moral Dimensions of the Drug Debate. Australian Journal of Social Issues, 35(2), 129-139 Chambliss, W.J. (1995). Another Lost War: The Costs and Consequences of Drug Prohibition. Social Justice, 22(2), 101-115 Greene, K., Krcmar, M. (2005). Predicting Exposure to and Linking of Media Violence: A Uses and Gratifications Approach. Communication Studies, 56(1), 71-89 Guttman, N. (1997). Ethical Dilemmas in Health Campaigns. Health Communication, 9(2), 155 Kay, A. (2002). The Agony of Ecstacy: Reconsidering the Punitive Approach to United States Drug Policy. Fordham Urban Law Journal, 29(5), 2133-2172 Keire, M.L. (1998). Dope fiends and degenerates: the gendering of addiction in the early twentieth century. Journal of Social History, 31(4), 809-821 La Ferle, C., Edwards, S.M., Lee W.N. (2000). Teens' Use of Traditional Media and the Internet. Journal of Advertising Research, 40(3), 55-66 Levinson, M.H. (2003). An Extensional Approach to Drug Legalisation. ETC: A Review of General Semantics, 60(2), 125-132 Lu, B., Zanutto, E., Hornik, R., Rosenbaum, P. R. (2001). Matching with Doses in an Observational Study of a Media Campaign against Drug Abuse. Journal of the American Statistical Association, 96(456), 1245-1260 McArthur, M. (1999). Pushing the Drug Debate: The Media's Role in Policy Reform. Australian Journal of Social Issues, 34(2), 149-160 Portman, R. (1996). Addicted to Failure. Policy Review, 79, 59-59 Rowe, J. 2005). From Deviant to Disenfranchised: The Evolution of Drug Users in AJSI. Australian Journal of Social Issues, 40(1), 107-121 Schwebel, R. (2002). Drug Courts and Adolescents. Reclaiming Children and Youth, 11(3), 176-182 Skiba, D., Monroe, J., Wodarski, J.S. (2004). Adolescent Substance Use: Reviewing the Effectiveness of Prevention Strategies. Social Work, 49(3), 343-355 Read More