Interplay of Media Platforms on Drug-related Perceptions and Behavioral Practices among Generation Z in Pakistan: A Qualitative Study
DOI:
https://doi.org/10.55737/trt/v-vii.378Keywords:
Qualitative Study, Media Interplay, Drug Use, Perceptions, Behaviors, Generation ZAbstract
The present study investigates the influence of media on Generation Z's perceptions of drug use in Pakistan. It analyzes the impact of print media, social media, TV channels, and outdoor advertisements on their substance use behaviors. With rising concerns over drug use among Gen Z, understanding the media's role is crucial for developing effective prevention strategies. To conduct the study, a qualitative research design was utilized. Semi-structured interviews were held with 20 drug users from Generation Z, aged 18 to 28, in Islamabad and Rawalpindi. Participants, ten males and ten females, were chosen through purposive sampling. The interviews were audio-recorded, transcribed verbatim, and analyzed thematically. Key patterns and interpretations were identified. Findings identified four major influences: (1) entertainment media either normalized or glamorized the drug use, (2) social media has emerged as the powerful source for the trend setting, peer influence and repeated exposure, (3) news channels and print media has intensified the fear and stigma through sensational reporting, (4) outdoor advertising had indirectly reinforced the risk-oriented lifestyles of gen Z. Participants illustrated experiencing desensitization, internal conflict, curiosity, and ambivalence due to mixed media messages. They expressed a strong desire for youth-oriented, realistic, and non-judgmental preventive content. The media significantly influences young adults' perceptions of substance use in Pakistan through social norms and emotional responses. The study emphasizes the need for culturally relevant, evidence-based prevention strategies across digital and non-digital platforms, enhancing youth media literacy and promoting responsible media portrayals. These insights can guide policymakers, media stakeholders, and educators in developing effective community interventions and drug awareness campaigns.
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