Use of Media and Social Media in the Prevention of Substance Use

Abstract

Mass media have changed dramatically over the past 25 years, yet they still remain an important channel for substance use prevention messages. Unfortunately, the large mass media substance use prevention campaigns, especially the National Youth Anti-drug Media Campaign, have not been found to be generally effective. Inadequacy of current theories of behavior change, creation of reactance and norms of psychoactive substance use, and failure to target youth at the right age have been offered as explanations. Exposure to messaging is an important issue for campaigns. High exposure to substance use prevention campaigns was often achieved and associated with effectiveness in some studies. Online and social media have added new media platforms for substance use campaigns. Evaluations of web-based interventions show some promise for substance use prevention, although the effects appear modest. Less is known about the effectiveness of social media in substance use campaigns, especially the influence of user-generated content. Many challenges to deploying social media in substance use prevention exist deserving further research, including theory development, measures of effects, selection of appropriate social media formats, and user engagement. Social media also can promote substance use through user-generated content and commercial advertising. Furthermore, monitoring social media can provide insights into new substance use trends that should be addressed in future mass media campaigns.