Public Opinion, Communication and Prevention of Drug Dependence. The informative treatment of cocaine, alcohol and marijuana in the Spanish press of general information (2009-2010)

Abstract

Spain is at the top of the European countries in drug consumption, particularly in the prevalence consumption of cocaine. The data of consumption and the age of initiation are particularly relevant, also in the case of alcohol and marijuana. However, the perception of drug dependency as a health problem is not situated at the same level in society.

In this situation, Institutions working on prevention are developing programmes and awareness campaigns. In prevention, a key factor is communication. There are different

1  Los autores pertenecen al Grupo de investigación, Comunicación, análisis de campañas y del tratamiento informativo en la prensa, en la Universidad CEU Cardenal Herrera.

studies about the social role of the mass media and, as the main researchers of cognitive effects of the media assert, the function of the media is not only informative, they do create opinion.

In this sense, the study of media coverage of drug dependency and, in particular, of cocaine, marijuana and alcohol, may help us to learn about current informative models, if the  different  legal  consideration  (two  substances  are  illegal  and  another,  legal)  are connected to differences of media coverage, and if an interrelation between media agenda and public agenda exists. This research will contribute with valuable information to institutions that are working on prevention in order to orientate their campaigns in the mass media.