Use and Abuse of Media - 7426 Words

At the Intersection of Health, Health Care and Policy Cite this article as: W DeJong and J A Winsten The use of mass media in substance abuse prevention Health Affairs, 9, no.2 (1990):30-46 doi: 10.1377/hlthaff.9.2.30 The online version of this article, along with updated information and services, is available at: http://content.healthaffairs.org/content/9/2/30.citati on For Reprints, Links Permissions: http://healthaffairs.org/1340_reprint s.php E-mail Alerts : http://content.healthaffairs.org/subscriptions/etoc.dt l To Subscribe: http://content.healthaffairs.org/subscriptions/online. shtml Not for commercial use or unauthorized distribution Downloaded from content.healthaffairs.org by Health Affairs on October 18, 2011 by†¦show more content†¦These recommendations are based on: (1) our newly completed two-year study of previous mass media campaigns and innovative practices in advertising, marketing, and public relations; and (2) our experience in implementing the Harvard Alcohol Project, a research-based media campaign conducted in collaboration with the nation’s broadcast, advertising, and entertainment industries. What Can Mass Media Campaigns Accomplish In Health Promotion? When the broadcast media emerged as a major force, many public health advocates assumed that the presentation of factual information through public communication campaigns would automatically change attitudes and lead to more healthful behavior. Subsequently, when several such campaigns produced disappointing results, this boundless optimism was replaced by the highly pessimistic view that mass media campaigns to change behavior ar e doomed to failure. Investigators recognized that a campaign could reinforce existing behavior, but this was viewed as the most that could be achieved. Pessimists noted that the apparent success of commercial advertising had raised unrealistic expectations about the potential of mass media to change behavior. In fact, there are basic differences in the goals of commercial advertising and public health campaigns. Commercial advertising seldom is designed to bring about new attitudes or patterns of behavior; rather, it intends toShow MoreRelatedDrug Abuse And The Social Problem957 Words   |  4 Pagestime before it came to be â€Å"defined† as such. What is a drug abuse in the social problem? Drug abuse is desire to use more drug than enough or than what prescription of the doctor in order to be comfortable and stimulants at the end the user become addicted and hopeless. Drug can be used with any gender according the age in the different environment and location, such as Community, society, school, prison, groups and Home. Drugs abuse can be anything like cigarettes, alcohol and Cocaine, MarijuanaRead MoreSubstance Abuse - Social Pandemic1653 Words   |  7 PagesAs the use of illegal drugs and alcohol continues, substance abuse across America has become a very serious social problem. It is mental illness that has an effect on different races, classes and genders. 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