AIT AND NTA TELEVISION CAMPAIGN AGAINST DRUG ABUSE AMONGST YOUTHS IN IKWERRE LOCAL GOVERNMENT AREA OF RIVERS STATE

Abstract

The study examines the influence of AIT and NTA television campaign against drug abuse amongst the youths in Ikwerre local government area of Rivers State. The objectives are to examine the level awareness created by AIT and NTA television stations on drug abuse amongst the youths in Ikwerre local government area of Rivers State, to examine the perception of youths in Ikwerre local government on drug abuse campaign and to determine whether the AIT and NTA television campaign has created any positive attitudinal change amongst the youths in Ikwerre L.G.A. against drug abuse. The theory used for the study are Cognitive Dissonance, Social Learning and Development Media theories. The survey research design was employed for this study and the questionnaire was used as the instrument for data collection. The population of the study is 265,400 which comprises the youth in Ikwerre local government are, according to the 2006 National Population Commission and projected to 2023. The study had a sample size of 384. The purposive sampling technique was used. The respondents were divided into six groups or location for easy accessibility, which are: Aluu, Elele, Ubima, Igwuruta, Omagwa and Isiokpo. 384 copies of the questionnaire were administered to the respondents on quota basis, while 378 were retrieved and used to analyse the data. The data were analyzed using four-point Likert scale and were presented in tables. The findings are that the level of awareness created by AIT and NTA television stations on drug abuse is very high, AIT and NTA television programmes have enhanced drug abuse prevention in Ikwerre L.G.A. and AIT and NTA have created positive attitudinal change amongst the youths in Ikwerre L.G.A. by educating the youths towards attitudinal change against drug abuse. The study concluded that since the level of drug abuse is very high in Ikwerre local government, other broadcast media stations should also engage in the campaign against drug abuse to achieve drug abuse free society. Also, the government should sponsor and give support to the broadcast media, particularly television stations in order to sponsor the campaign against drug abuse in Ikwerre local government. Finally, AIT and NTA television should create more programmes that will enhance the campaign against drug abuse both in urban and rural areas of Ikwerre L.G.A, Rivers State.