An Analytical Study of the Effectiveness of Media Messages in Raising Awareness of the Risks of Drug Abuse and Its Key Challenges

The present study aimed to investigate the effectiveness of media messages in raising awareness of the risks and challenges associated with drug abuse by examining several dimensions, including: analyzing the extent to which media messages influence changes in public attitudes toward drug use; identifying the age groups targeted by media campaigns; the types of media used and their success in delivering the message; as well as the challenges faced by media campaigns in combating this phenomenon. The researcher adopted an inductive approach in collecting and analyzing data, relying on content analysis as the main methodological tool. This was carried out through an initial examination and evaluation of sources using specially designed analysis cards to facilitate systematic classification. A total of 25 cards were used, each representing a study that addressed the role of various forms of media in raising awareness of the risks of drug abuse during the period from 2014 to 2024. These cards were titled, numbered, and manually indexed to organize the information and improve classification accuracy. The data were then entered into analytical tables, through which frequencies and percentages were calculated for each category under study. The results indicated that media messages were effective at a level ranging from moderate to high in enhancing individuals? awareness and changing their attitudes toward drug abuse. The campaigns mainly targeted young people aged between 18 and 35 years, representing 60%, with a noticeable lack of targeting of older adults, children, and adolescents (20%). Social media platforms and advertising and promotional campaigns proved to be the most successful means of delivering awareness messages, with effectiveness rates of 90% and 80%, respectively. Among the most prominent challenges facing media campaigns were weak coordination between governmental and private institutions in combating this phenomenon (28%) and insufficient funding (24%). Based on the study?s findings, the researcher presented recommendations to support future efforts to address these challenges.