Drogbudskap i antidrogkampanjer och musikrelaterad media
En kvalitativ studie om ungdomars upplevelser
Drug related messages in antidrug campaigns and music related media -A qualitative study about young people?s perceptions Youth are exposed to both promotional and critical drug and alcohol messages in their daily media consumption. The purpose of this study is to examine how youth perceive anti-drug campaigns and drug-promoting messages in music-related media. The empirical material consists of qualitative data, including a focus group and two individual interviews, consisting of youth between the ages of 18 and19. One main finding is that young people perceive anti-drug messages differently, yet they are virtually unanimous about what makes such messages effective. Another important finding is that drug messages in music-related media are common and the positive messages are easier to relate to even if they come across as unrealistic. An important conclusion is that anti-drug messages must be realistic and easy to relate to, clearly targeting young people. Another conclusion is that positive drug messages in music are easier to relate to and ubiquitous, requiring effective anti-drug campaigns.