A Study of the Use of Electronic Media in Drug Abuse Campaign

Abstract

Electronic media is one of the outlets for disseminating content to the general public. In Malaysia, electronic media is used in a variety of campaigns, including the Drug Abuse Campaign. The purpose of this study is to look into the use and effectiveness of electronic media in the Drug Abuse Campaign conducted by National Anti-Drugs Agency (NADA). A total of 12 informants, comprising of NADA officers from the headquarters and the state of Penang, were recruited and interviewed in depth using the purposive sampling method. The main findings of the study showed that (1) NADA Top Management Council made the majority of decisions on the use of media and communication, (2) NADA has planned an audience targeting strategy in the Drug Abuse Campaign that is in general, selective and directly to the desired audience, as well as (3) electronic media is the choice of most informants as an effective medium. Overall, electronic media is still considered important and offers numerous benefits as a means of delivering information. This platform may be improved so that its potential for assisting campaigns in the country is reinforced and broadened.

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About this article

Publication Date

31 January 2022

eBook ISBN

978-1-80296-122-5

Publisher

European Publisher

Volume

123

Print ISBN (optional)

-

Edition Number

1st Edition

Pages

1-494

Subjects

Communication, Media, Disruptive Era, Digital Era, Media Technology 

Cite this article as:

Jamri, M. H., Ismail, N., & Ahmad, J. (2022). A Study of the Use of Electronic Media in Drug Abuse Campaign. In J. A. Wahab, H. Mustafa, & N. Ismail (Eds.), Rethinking Communication and Media Studies in the Disruptive Era, vol 123. European Proceedings of Social and Behavioural Sciences (pp. 456-468). European Publisher. https://doi.org/10.15405/epsbs.2022.01.02.38