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Drogbudskap i antidrogkampanjer och musikrelaterad media: En kvalitativ studie om ungdomars upplevelser
University of Gävle, Faculty of Health and Occupational Studies, Department of Social Work and Psychology.
University of Gävle, Faculty of Health and Occupational Studies, Department of Social Work and Psychology.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

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.

Abstract [sv]

Ungdomar tar del av både positiva och kritiska alkohol- och drogbudskap i sin dagliga mediekonsumtion. Syftet med detta arbete är att undersöka hur ungdomar uppfattar drogbudskap i antidrogkampanjer och i musikrelaterade medier. Det empiriska materialet består av kvalitativa intervjuer varav en fokusgrupp och två individuella, utförda med ungdomar i 18-19 års ålder. Studiens främsta resultat är att ungdomar uppfattar antidrogbudskap olika, trots detta är de i stort sett eniga om vad som gör antidrogbudskap effektiva. Ett annat viktigt resultat är att drogbudskap i musikrelaterade medier är vanligt och de positiva budskapen är lättare att relatera till även om de inte upplevs verkliga. En viktig slutsats vi författare drar är att antidrogbudskap måste vara verklighetstrogna och lätta att relatera till genom att tydligt rikta sig till ungdomar. Ytterligare en slutsats är att då de positiva drogbudskapen i musiken är lättare att relatera till och ständigt närvarande, krävs effektivare antidrogkampanjer.

Place, publisher, year, edition, pages
2015. , 58 p.
Keyword [en]
drugs, drug messages, music, anti-drug campaign, youth
Keyword [sv]
droger, drogbudskap, musik, antidrogkampanjer, ungdomar
National Category
Social Work
Identifiers
URN: urn:nbn:se:hig:diva-19629Archive number: SGSOK-2015-10OAI: oai:DiVA.org:hig-19629DiVA: diva2:821045
Subject / course
Social work
Educational program
Social work
Supervisors
Examiners
Available from: 2015-06-15 Created: 2015-06-14 Last updated: 2015-06-15Bibliographically approved

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CiteExportLink to record
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