ERIC Number: ED077036
Record Type: RIE
Publication Date: 1972-Dec
Public Service Advertising and Social Problems: the Case of Drug Abuse Prevention.
McEwen, William J.; Hanneman, Gerhard J.
This paper explores certain findings of a DAIR (Drug Abuse Information Research) project undertaken at the University of Connecticut which is investigating the dissemination and impact of drug abuse information. Specifically, findings regarding audience response to persuasive antidrug abuse messages on television are discussed. On the basis of the obtained data the authors conclude that the media and message strategies currently employed in the United States in dealing with the drug abuse problem are simply not in accord with available research evidence. Media scheduling of drug abuse public service announcements appears to be done at random without evident concern for reaching intended audiences or generating maximum effect. Certain of the strategies commonly employed appear to produce reactions in seeming contradiction to stated message goals. The authors suggest that a rigorously planned set of information dissemination activities, in which both message and channel selection is geared to particular audience segments, is needed. (Author/LG)
Publication Type: N/A
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Speech Communication Association (58th, Chicago, Illinois, December 1972)