Traditionally U.S. drug policy and antidrug action has been focused on blaming traffickers and fighting suppliers. Only recently have people in the United States begun to acknowledge the part played by U.S. demand for illegal drugs. Past antidrug policy emphasized the foreign origin of the drugs, and tended to blame Latin American producers and suppliers, rather than address the enormous and increasing demand in the United States. U.S. citizens spend an estimated 100 billion dollars per year on illegal narcotics. The South American cocaine trade is centered in three countries, and involves an estimated one million people. U.S. antidrug efforts so far have been aimed at eliminating or disrupting foreign sources of the supply; however, real success can only be achieved by reducing the demand. Mass media has contributed to the U.S. public's increasingly negative view of cocaine and their push for more action. The drug trade between the United States and Latin America may be seen as a joint venture, in which people on both sides benefit and suffer at the same time. There is a need for a new, economic focus in antidrug policy and action. A supply-and-demand model can be beneficial in understanding and addressing the problem. An educational campaign is an important component of this approach. Also, efforts must now be international, based on cooperation among the United States, Latin American, and other countries. Classroom discussion questions and a 14-item bibliography are included. (AS)