The Consequences of Portrayals of Illegal Drugs on Television. Thesis

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The Consequences of Portrayals of Illegal Drugs on Television.

Thesis

Anastasia Sukhodolskaya

Submitted in Partial fulfillment

Of the Requirements for the degree of

Bachelor of Arts

Communication and Mass Media

State University of New York

Empire State College

2019

Reader: Todd Nesbitt

Statutory Declaration / Čestné prohlášení

I, Anastasia Sukhodolskaya, declare that the paper entitled:

The Consequences of Portrayals of Illegal Drugs on Television

was written by myself independently, using the sources and information listed in the list of references. I am aware that my work will be published in accordance with § 47b of Act No.

111/1998 Coll., On Higher Education Institutions, as amended, and in accordance with the valid publication guidelines for university graduate theses.

Prohlašuji, že jsem tuto práci vypracoval/a samostatně s použitím uvedené literatury a zdrojů informací. Jsem vědom/a, že moje práce bude zveřejněna v souladu s § 47b zákona č.

111/1998 Sb., o vysokých školách ve znění pozdějších předpisů, a v souladu s platnou Směrnicí o zveřejňování vysokoškolských závěrečných prací.

In Prague, 26.04.2019 Anastasia Sukhodolskaya

Acknowledgment

Firstly, I would like to thank my academic advisor Todd Nesbitt for mentoring my thesis and giving me fundamental advices.

Secondly, I would like to thank my other half, my fiancé for being patient and supportive throughout my educational journey.

Table of Contents

I. Introduction…………………………………………………………………..…..p.6 II. Drugs and society:………………………………………………………………..p.9 2.1 Early Drug Use...……………………………………………p.9 2.2 Types of Drugs: Pharmaceutical & Illicit…………………...p.10 2.3 Drug Abuse vs. Drug Addiction…………………………….p.14 2.4 Why People Use Recreational Drugs...... p.14 2.5 Drugs as a Threat to Society……………………………...... p.15 III. Drugs in the Media: The Impact of Media Portrayals of Drugs:……………………p.17 3.1 Watching TV and Taking Drugs is Interconnected…………p.17 3.2 Consequences of Anti-Drug Messages…………….………..p.18 3.3 Drugs and Unsafe Sex Depictions…………………………..p.19 3.4 Social Media and Illegal Drugs……………………………..p.20 3.5 “Contempt of Cop”………………………………………….p.21 3.6 Criticism….…………………………………………………p.21 IV. Case Studies:…………………………………………………………………………p.24 4.1 The Osbournes Show………………………………………..p.24 4.2 Breaking Bad…………………………………………….….p.26 4.3 Trainspotting and Requiem for a Dream………………...….p.27 4.4 Drugs Live: The Ecstasy Trial.…………………………...... p.29 V. Media Effects and Drug Use:...…………………………………………………..….p.32 5.1 Modelling Theory…………………………………….....p.32 5.2 Social Learning Theory ...………………………………p.35 5.3 Cultivation Theory………………………………………p.35 5.4 Uses and Gratifications Theory…………………………p.36 VI. Solutions:...………………………………...………………………………………...p.39 6.1 National Regulatory Authorities……………………...... p.39 6.2 The Role of the Government in Media Literacy…...…...p.40 6.3 Self-Education…..………………………………………p.41 VII. Conclusion………………………………………………………………………….p.44 References……………………………………………………………………………….p.46 Bibliography……………………………………………………………………………..p.57

Abstract

This paper analyzes the possible negative consequences that illegal drug portrayals in the media may result in. Existing works on the presence of drugs in television and films are discussed and contemplated in this paper. This thesis traces the history of drug use, and how it evolved to the point of mass portrayals in the media. Mostly movies and TV shows that were produced in the United States of America are covered in this research paper; however also British and others are acknowledged as additional examples. A considerable amount of negative consequences are analyzed in this paper. It examines different television series and movies that depict positive and glamorized perception of drugs. The paper concludes that drug-related media exposure should be limited, and that there is a need for audiences to be educated on principles media literacy and the effects of glorification of drug use on human behavior.

I. Introduction

Is the rising drug addiction/abuse problem influenced by the media? Or does the media just reflect today’s reality?

Since illicit drugs have been gaining more popularity over time, followed by the involvement of the government in form of regulations and even “wars” (e.g. The War on

Drugs), media outlets, and Hollywood specifically, reflected the reality for the mass audience, hence, aroused interest in drugs. No doubt, politicians and filmmakers always considered films as a very influential medium for shaping and controlling public opinion.

Various mediums were proved to be highly applicable for the prosperity of businesses and political campaigns. They not only provided the needs of the public, but also imposed the wants. Hence, movies have not only become a form of entertainment but a powerful tool for the management of the masses.

For decades, and still today, drug abuse is at times presented as something special - drugs give a feeling of euphoria, a feeling of uniqueness, an escape from reality. Illicit drugs are often depicted in a recreational way in almost all the movies that have been released during the past 50 years. Unfortunately, not many negative consequences of drug use that reflect the real-world situation are depicted in famous films.

Television is one of the most essential and influential means of communication. Although we live in the Internet and social media era, television has also progressed and improved in a way that allowed it to be still made use of, and, moreover, to be the leader in shaping public discourse on everything that surrounds us. For example, the emergence of web TV,

Netflix and other digital channels have significantly changed the way people obtain

6 information since it has become a consumer-driven industry (Montpetit, 2014). Web TV creates an instant simultaneous interaction between the viewers and the characters, and that is what helps to attract more and more users every day.

In fact, according to the Statistics Portal Statista, in 2016, Americans watched 270 minutes of TV per day, while people from Sweden only watched 148 minutes per day (“Average daily TV viewing”, 2018). Americans top the list of daily TV viewing time around the world. Thus, it is logical to assess that Americans, more than any other nation, see television as a technology that provides society with information and entertainment.

Nevertheless, those who are more aware of the problem, see it as an instrument which insensibly imposes our opinions, our worldviews, our wants, interests, and set of beliefs.

When it comes to movies and TV shows, the general public always chooses according to its taste, mood or trends. Interestingly, a significant amount of people, namely more than 84% of women and 80% of men that make up the audience of the movies in the United States, prefer watching thrillers and crime movies rather than any other genre (“Favorite movie genres”, 2018). In these kinds of films, drugs are often featured.

Since the 1990s, the number of movies that cover the drug topic has considerably grown.

Just during the first decade of the 20th century, more than 100 movies covering marijuana had been released (“High cinema: Drugs”, 2015). Thus, it is possible to conclude that a huge success and demand for this kind of films created a consequential supply. Somehow, the drug theme has become very popular and captivating to the modern audience over time.

People are constantly bombarded with this “the forbidden fruit is sweet” image, as most drugs are illegal in the majority of countries. Since we are constantly being exposed to images of drug usage, a certain percentage of more vulnerable people in our society are

7 likely to be interested in trying these substances, as they can be easily influenced and deceived by the oversimplification of this problem on television. Illicit drugs as cocaine, heroin, LSD, marijuana, methamphetamine, and ecstasy are the most famous, appealing, engaging substances that have been depicted in the movies and TV series throughout the years (“High cinema: Drugs”, 2015). In this regard, people like to identify themselves with their favorite movie stars, since their actions represent their dreams and hidden desires. The observation of the characters through media can lead to imitation oby the observer; in other words, the modeling theory is a powerful social and psychological instrument that helps us understand why people like to copy others.

The purpose of this paper is to assess the consequences of portrayals in the mass media depicting the use of illegal substances. A significant amount of entertainment content depicts the use of drugs, and it is assumed that this content has harmful consequences for the public.

Some maintain that certain media outlets romanticize the drug issues, yet it can result in the normalization of use and increased rates of drug use. In order to understand this problem, this paper takes a closer look at when the drug issue became a problem, why drug addiction/abuse is dangerous, which illicit drugs that are being depicted on television, why it can be harmful, and looks at possibilities of how to solve it.

II. Drugs and society

This chapter examines when the drug problem started, what types of drugs are known today, what the difference between drug addiction and drug abuse is, as well as looking at the reasons that push people to consume drugs, contemplating whether drugs are a threat to modern society and assessing the way drugs are being presented in the media. The findings explain what role drugs play in our society. The main goal of this chapter is to provide background on the rise of illicit drugs and their usage.

2.1 Early Drug Use

People have used drugs since the beginning of times. Some considered them as medicine that released pain. For others, it was an escape from the everyday world, that helped to eliminate anxiety and depression. In any way, people made use of it and have been actively expanding and disseminating drugs. Since ancient times, different populations had traditions of using various substances during religious ceremonies and rituals. The prejudices associated with the mysterious properties of narcotic plants have left their mark in the mythology of almost all the people of the ancient world (“Heroin, Morphine and

Opiates”, 2017). The medical use of narcotic substances in antiquity was often based on religious beliefs. Shamans and religious minorities in the New World have been using psychedelic drugs for centuries in order to perform spiritual rituals and go into trance.

Psychedelics were believed to connect the shamans with the divines (Hoffman, 2004, p.112). Doctors of antiquity widely used narcotic substances as hypnotic drugs and painkillers for diseases of the digestive tract and the central nervous system (Hashempur et

9 al., 2013). Currently, drugs as weak opioids (codeine) and strong opioids (morphine) are widely used as painkillers for cancer (Moynihan, 2018). In principle, it is the enormous usage of these substances, hence their misusage, that stands at the root of the evil. It all started with the first synthetic or artificially made narcotics. They were obtained through chemical means in the beginning of the 20th century (Eddy, 1957). Mescaline was the first hallucinogen of its kind, which also led to the manufacturing of the famous amphetamine,

LSD and other drugs (Biello, 2008). It was the beginning of a devastating future.

2.2 Types of drugs: Pharmaceutical & Illicit

When one mentions the word “drug”, it is not always clear what comes to one’s mind first: the illicit narcotics or the pharmaceutical drugs. In fact, there are six categories which completely differ from each other based on the effects and properties they render:

“stimulants, depressants, narcotics, hallucinogens, cannabis and inhalants” claim Michael

Lyman and Gary Potter in their book Drugs in Society (2003, p.66).

Indeed, some medicines that we know today have been derived from poppy plants as well.

However, mostly they consist of various chemicals that have nothing to do with the illicit drugs, thus belonging to a separate classification. These pharmaceutical drugs are intended to prevent or cure various pains and diseases and are used in health care (Lyman & Potter, p.148).

On the contrary, illicit drugs are used for recreational purposes and non-medical uses

(Lyman & Potter, p.62). Hereby, cocaine and methamphetamine belong to the so-called stimulants. LSD and MDMA belong to hallucinogens. Heroin belongs to narcotics. Lastly,

10 in regard to cannabis, as over-mentioned, it belongs to a separate category, which is the one of “mild hallucinogens” (Lyman & Potter, p.66-68). Altogether, these specific drugs are the focus of this research paper because they are most often presented on television and in movies (Pasquine, 2015).

Cocaine was highly used to fight the morphine addiction in the 19th century (Lyman & and

Potter, 2003). It is a well-known fact that Freud made use of it to treat melancholia and distress, while Coca-Cola used it as a component for its reputed drink (Lewis, 2012).

However, the image of this illicit drug has significantly changed today. Cocaine represents a great danger to public and social health, as it is being categorized as a stimulant. The desire to maintain euphoria of the drug leads to dosage increases along with increasing usage frequency. This is one of the main reasons for mental dependence.

Heroin is cause of the highest number of drug-related deaths nowadays (Hall et al., 2006).

Initially, it was believed to treat opium addiction. Nevertheless, as seen in other examples, a possibly beneficial drug turned into a killing powder of mass destruction. According to statistics on heroin overdose death rate in the U.S. in 2016 and 2017: “In both years, the death rate from a heroin overdose was highest among those aged 25 to 34 years, with a rate of 11.3 and 10.8 deaths per 100,000 people, respectively” (“Heroin overdose death”, 2017).

LSD was, for instance, used for mental illness studies and alcohol addiction in the past.

Now it is claimed to be the most powerful hallucinogen in the world. People all around the globe use it to experience visual changes, distorted perception and mood changes (Lyman

& Potter, 2003, p.86). Those who use LSD can develop tolerance towards it, thus making it necessary to increase dosage in order to experience the “trip”. Negative emotions, fear or

11 obsessive thoughts can lead to a “bad trip”, which has dangerous consequences for the mind and body of the user (“The truth about LSD”, 2015).

When talking about illegal drugs and their portrayals on TV, it is impossible to ignore the fact that studies on this issue differentiate cannabis from other drugs due to the diverse effects weed induces. People always held contradictory opinions on marijuana. In different periods, due to availability and public opinion, mass consumers viewed weed as either a

“soft” drug, either as a “hard” drug or as something completely harmless and even helpful

(Quintero, 2012). Those drugs that supposedly bring less harm to the health of people are the soft ones. On the contrary, hard drugs, significantly damage health. However, governments of different countries still have contradicting policies in regard of cannabis and its derived products (Veiligheid, 2017).

Movies and TV shows about cannabis that are released today are cause of controversial popular debates. The American view on this drug significantly differs from the one people have in other countries. For example, celebrities can openly reveal themselves to the public as being pot smokers on cable TV, as well as often promoting it as “harmless fun” drug.

Therefore, cannabis portrayal on TV and in movies is complicated. Nevertheless, certain studies show that viewing restricted movies (R-movies) that typically prohibit people under the age of 17 from watching due to violence, sex scenes, drug abuse or inappropriate language “was associated with a sixfold increased risk of trying marijuana” (2010, para.14), according to Doctor Strasburger. Impressively, marijuana appears on TV more often than any other illicit drug (Primack, et al., 2010). Television depictions of concepts like rebellion and freedom, that are very appealing to the young generation, are portrayed as having no negative consequences. This misunderstanding can be damaging for individuals

12 and society as a whole. Even though cannabis, or marijuana, is considered to be the least harmful drug, it causes the same long-term effects as tobacco smoking habits, namely asthma, and lung cancer. Moreover, it is proved that smoking cannabis can lead to the death of brain cells and, consequently, negatively affect motivation. Nevertheless, this drug has been legalized in some countries around the world and it can be even prescribed for medical purposes (Hall et al., 2006, Chapter 48).

Methamphetamine, colloquially known as meth speed, crank, or crystal, is an extremely dangerous illicit drug, as it is very unpredictable. The effects of this narcotic have not been studied properly, as meth is usually produced or manufactured illegally in home-based laboratories, where not all precautions are taken. In fact, being so easy to make made it easily accessible all around the world. It gives a feeling of improved self-esteem, euphoria.

Interestingly, the strongest long-term effect of this drug is, actually, insomnia (Lyman &

Potter, 2003, p.164). In regard to this, according to recent findings, lack of sleep can lead to cognitive problems, aggression, and even violence (Vitelli, 2016).

Last but not least, ecstasy or MDMA, was firstly manufactured with the aim of reducing appetite. This is the reason why young people usually experience exhaustion and dehydration, this being an inevitable outcome of using this drug after long active partying.

This illicit substance, in particular, is presented in various movies in a positive light.

MDMA has become reason for an increasing number of deaths all around the world (Hall, et al. 2006, Chapter 48). Plus, studies show that people who occasionally take MDMA have deteriorated memory (Lyman & Potter, 2003, p.91). In spite of this, the media often depicts it as, exclusively, an innocent party drug.

2.3 Drug Abuse vs. Drug Addiction

People have always been concerned with drug addiction and abuse. Although often mistaken as similar problems, substance abuse and addiction are different terms. Substance abuse is a state of a conscious increase of the substance dose with the aim to achieve the desired effect or intoxication (Lyman & Potter, 2003, p.66). Plus, there are constant failed attempts to control the use of drugs by the abusers. Substance dependence is a consequence of the drug abuse, which can be described as a physical and psychological dependence to the substance, in a case of which the dependent cannot normally operate without a constantly increased dose (Lyman & Potter, 2003, p.65-66).

Both states have their outcomes. Depending on the drug, side effects can be short and long term. In some cases, drugs as LSD do not lead to addiction or abuse but can cause short- term hallucinations. While methamphetamine seems to have less impact on the brain during the “high state”, it may cause long-term addiction and eventually lead to deep depression and paranoia (Lyman & Potter, 2003, p.76-77).

2.4 Why People Use Recreational Drugs

The use of narcotic substances is attractive because this narcotic state gives the user a feeling of joy of being, a surge of strength, along with ridicule, motor disinhibition. The feeling of physical well-being and peace gives the euphoria. Along with the euphoria, an unstable gait, impaired speech, paleness of the skin, shine of the eyes, and constriction or dilation of the pupils can be observed. Depending on the drug, the intoxication usually lasts from 1 to 12 hours (Lyman & Potter, 2003, p.88). Generally, drug addicts are complacent

14 and friendly to each other. However, they can also be evil, aggressive, irritable, and sometimes drowsy, lethargic, and inactive (“How to tell if”, n.d). Gradually, post intoxication, the condition can turn into depression; users are plagued by headaches, nausea, vomiting and chills. In 80% of the cases, the cause of death of drug addicts is an overdose of narcotic substances, which is caused by an acute cardiovascular failure (Hall, et al. 2006).

2.5 Drugs as a Threat to Society

Interestingly, many doctors, including famous physicians like Eduard Levinstein started showing interest in the problems that drug addiction can cause just in the 19th century. The very first studies on drug addiction, conducted on morphine, took place in 1875 (Lewy,

2014). “The craving for morphia injections”, as Levinstein referred to the issue, was attracting a lot of negative attention and public unrest (Levinstein, 1878, p.3-5). Nowadays, drug addiction is a problem of society as a whole. One way or another, it affects all of its spheres, starting from the cost of treating drug addiction, to having to cope with the consequences of crimes committed by users in a state of intoxication, therefore resulting in the cooperative work of judicial authorities, prisons and other institutions needed to combat illicit drug trafficking in the first place, along with combatting its vast societal consequences. As a result, governments have the right to introduce control over the use of drugs in order to actively fight against them. Nevertheless, while the criminality associated with drugs is actively fought against, it seems that work towards the treatment itself of drug abuse and addiction has not yet been extensively expanded. For example, NIDA (National

Institute on Drug Abuse, in the USA), claims to lack grant funding which is supposed to sponsor research programs that focus on drug abuse treatments (Musto, 1996).

Drug addiction is the plague of the 21st century. Considering the data and the facts, one can agree that illicit drugs represent a sensitive and complicated problem that has the potential of destroying physical, mental and social health. Drugs alter self-awareness, human behavior and the perception of the world. They have to be defeated on a mass scale, as it concerns every corner of the world.

III. Drugs in the Media: The Impact of Media Portrayals of Drugs

Few mainstream movies and TV programs depict any negative sides or consequences of illicit drug use (Quintero, 2012). They do not clarify, for example, how to fight illegal drug trafficking. Neither do they introduce the truth behind rehab doors, where people constantly overcome long, expensive and not always successful therapies. In this chapter, various academic articles and researches present the consequences of the depiction of illicit drugs on TV.

3.1 Watching TV and Taking Drugs is Interconnected

It is hard to deny that there is a connection between mass media and drugs. Talking about the results that various researches obtained after conducting studies on the matter, it is worth mentioning a specific research, made by Armstrong, Bush and Jones. “Television and Video Game Viewing and Its Association with Substance Use” (2010), which focused on the study of the association between hours of TV exposition and substance use among middle and high school children. The results of the studies showed that as hours of TV advertising and movies viewed increased, more positive responses towards the use of substances were given by the participants. In addition, it was shown that children who watched more TV than what they were recommended to, were more predisposed towards marijuana and illegal drugs use. Nevertheless, there is no evidence supporting that individuals who were using substances or marijuana during their adolescent hood would continue doing so when in adult age. Based on this, it is possible to conclude that excessive

TV exposition featuring drug use can cause serious problems on young generations.

3.2 Consequences of Anti-Drug Messages

Any publicity is good publicity. Hence, with the number of movies that discuss or cover drug related issues, the number of users of these drugs grows respectively. Accordingly, it can come as a surprise that even campaigns against drugs show a particular promotion of the idea of drug use. For instance, a study by Barcus and Jankowski “Drugs and the Mass

Media” (1975) presents evidence that drugs depicted on TV have certain negative effects on the viewers, as well as presenting the idea that even anti-drug messages seem to evoke some kind of interest towards drugs; in a way, a subtle support for drug use is enacted. The two researchers claim that since mass media has always reflected and shaped the values of society, specific content of different TV advertising and TV shows seem to tend to create a disposition towards greater psychoactive drug use in the society. Interestingly, TV is the prime pusher of drugs in our modern world. Many motion movies present the usage of narcotics as an exotic experience, that gives powerful euphoria. Such movies describe drugs as aphrodisiacs. Drug usage is also being identified with youth and self-expression. These desirable images can have a latent meaning for those viewers who identify themselves with the problems discussed in movies they watch. Personal meaning added to identification with the characters can cause a strong effect on the viewer. Thus, it is clear that the depiction of drugs on TV has the potential of having an extremely negative impact on society.

Moreover, it is interesting to mention that the more anti-marijuana ads were watched by teenagers, the more compelling the fact of using marijuana became to them. Students viewing anti-marijuana advertising declared significantly higher intention to use this substance than students exposed to anti-tobacco ads (Czyzewska & Ginsburg, 2006).

Anti-illicit drug public service announcements known as PSAs in the United States, have been educating the masses about the dangers and risks that drugs bring through various media outlets, such as television, radio, and internet. However, after the research and meta- analysis about the effectiveness of this organization was conducted, it was revealed that the anti-drug announcements do not only fail at preventing the drug use but encourage it (Werb et al., 2011).

3.3 Drugs and Unsafe Sex Depictions

Beyond a shadow of a doubt, there is a correlation among drug abuse, HIV/AIDS, sex, and television. Most people learn about HIV/AIDS and its consequences through various media, namely popular movies. Predominantly they narrate stories which feature drug users who are depicted, stereotypically, as being careless, therefore for instance rarely demonstrating safe sex measures, like the usage of contraceptives. Consequently, this induces popular audience to negatively stereotype those individuals who make use of drugs

– drug abusers who practice unsafe sex can get STD like HIV/AIDS (Gunasekera,

Chapman, & Campbell, 2005). According to the authors of the research “Sex and Drugs in

Popular Movies: An Analysis of the Top 200 Films” (2005), 8 per cent of the movies studied depicted from 1 to 10 scenes of cannabis use. 52 per cent of them presented cannabis in a positive light, while there were absolutely no negative depictions of the drug at all. Moreover, no negative consequences leading from cannabis use were depicted either.

However, it is worth mentioning that 75 per cent of the scenes showed unhealthy behavior that was determined by unprotected sex (32%), while the use of cannabis made up only 8 per cent of that category (p.464–470).

Hence, since popular movies and TV shows normalize the negative health habits related to drug usage on screen, it is clear that the entertainment media has a tremendous effect on certain individuals and consequently the society as a whole.

3.4 Social Media and Illegal Drugs

Nowadays drugs are not only easily accessible and obtainable, for instance on the Dark

Web or through conventional means, but are also, worryingly, largely featured on

Instagram, Facebook and other applications. According to the survey conducted at

Columbia University, teenagers who have these popular applications are more likely to use drugs than those who do not have access to the media or use it less (“Guide to Drugs on

Social Media”, 2019). It happens as a result of an exposure towards drugs that are so vastly discussed and portrayed on social media. Friends, family members or celebrities, by posting drug related material, have the effect of intrinsically influencing their young followers towards drug use. Apparently, social networking can cause the same changes in the way teenagers perceive drugs as viewing television or movies. According to the study “Teens

Say Pictures on Social Networking Sites Encourage Teen Substance Use” (2012), 62 per cent of teenagers claim that seeing their peers using cannabis on social media incites them to use it as well (QEV Analytics, Chapter 1, p.3). It is possible to conclude that the introduction to the substance taking process through media outlets is as powerful as witnessing it in real life.

3.5 “Contempt of Cop”

Another problem that drugs portrayal on TV can cause is the total disrespect or neglect of the law enforcement system. Unfortunately, the misrepresentation of law enforcement authorities is vastly present in criminal drama films, as well as in movies of other genres.

Mostly, police officers tend to treat wealthy people with more respect on TV, while disrespecting the poor and people of color (Donovan & Klahm, 2015). The way police is presented in drug-related movies is mostly negative. Powerful drug dealers are usually depicted as king lords, able of escaping law enforcement through the corruption of authorities themselves, so to protect their money laundering activities and illegal arms and substance trafficking. According to Michael Gerald, the author of the article “Drugs and

Alcohol go to Hollywood” (2008), there have been true stories that inspired plenty of critically acclaimed movies about policemen who were bribed by drug dealers in order to keep them out of trouble (p.130-131). Surely, corruption is not a new problem as it exists in practically every societal sphere, although its depiction on TV outlets can have the negative effect of creating popular stereotyping towards police authorities and law enforcement forces.

3.6 Criticism

Nevertheless, there is always a counter argument to everything. Shimp and Dyer in their study “The Pain-Pill-Pleasure Model and Illicit Drug Consumption” (1979) claim that some people blame television for creating an artificial demand for illegal narcotics. Others deny these accusations, saying that television is not the only and most powerful reason for

21 excessive drug abuse. Some of the case studies introduced in this paper present the evidence that proves that those who are heavy drug abusers watch more TV shows or movies than those who do not take any illegal substances. However, it is fundamental to mention that other cases, for instance, refuse any relationship between TV and drug abuse

(p.44). It is therefore very important to understand that the media is not the only way through which people learn about illicit drugs. Nevertheless, it definitely is one of the means.

It is important to acknowledge the fact that there are different media types and formats, and that those who benefit from it efficiently target those that are suitable for them with the purpose to attain balanced media coverage of illicit drug issues. Even though changes in behavior resulting from TV coverage of legal and illegal drugs have not been proven, there are no doubts that it evokes emotions rather than appealing to reason. More than 50% of illicit drug coverage in the Czech Republic, for instance, is focused on the criminal aspects of drug acquisition and use; interestingly, these information are presented through local media (Belackova, Stastna & Miovsk, 2011).

Beyond dispute, the problem of the vulnerability of the youngest population of our modern society towards the use of illicit drugs is vital. The young generation, in fact, is particularly vulnerable towards this issue as the entertainment industry plays a large role in influencing their thoughts and behaviors by presenting drugs in a positive way, which has the effect of, perhaps, influencing young individuals to use certain drugs because their TV idols have

(such as actors, who are famous for constant abuse of illicit drugs). Indeed, children and adolescents tend to follow the actors’ lead, as they want to identify themselves with the

22 celebrities’ lifestyle (Nwadigwe, 2008, p.144-154). Interestingly, many people in the movie industry suffer the so-called star syndrome, which glorifies drug-taking habits (p.149). This information can be published in fashion magazines or yellow press and, consequently, reach children, who can be negatively affected by this type of news. Current role models that are being admired by modern teenagers appear to send wrong messages and promote drug abuse (Blackman, 2010, p.341-343).

IV. Case Studies

TV shows and movies depict drug addiction in a positive and romanticized way because screenwriters’ and TV shows critics’ main goals are to respectively release and evaluate movies that follow certain entertainment values, and not the “real world like” idea.

Hundreds of modern popular TV shows depict different types of addictions, especially drug related. Indeed, there is a demand for these types of shows. Breaking Bad and Nurse Jackie, for example, present heroin and methamphetamine addictions in a glamorous light, which does not correspond to the real-world state of things. Movies idealize and promote drug addiction, making it appear as being manageable and fun. As a consequence, no films capture the brutal truth behind drug abuse (Saval, 2016, p.64).

In the fourth chapter, four illicit drugs are discussed: cannabis, methamphetamine, heroin and ecstasy. These substances were chosen according to the movies/TV shows they are were covered in. Four of the award-winning TV series and films discussed are: The

Osbournes Show, Breaking Bad, Trainspotting and Requiem for a Dream; except the

British TV show Drugs Live: The Ecstasy Trial.

Most of this paper covers American TV shows and movies; however, due to its high relatedness to the topic and the amount of controversy it caused, the British TV show Drugs

Live: The Ecstasy Trial is also part of the analysis.

4.1 The Osbournes Show

While analyzing the problem it is impossible not to notice how many TV shows and motion pictures verbally talk or openly endorse drug usage. For example, the Osbornes TV show,

24 produced by MTV, featured the famous family of heavy metal singer Ozzy Osbourne for over 3 years on national television in the United States, touched the illicit drugs topic numerous times. Ozzy Osbourne himself, as well as his children, are famous for abusing various illegal as well as prescribed drugs. As a matter of fact, according to Blair, Yue,

Singh and Bernhardt (2015) reality shows have become one of the most viewed programs on TV since the beginning of this century. Since this genre is exclusively about the routine of public idols, the audience can easily identify themselves with what they see on TV. It can give an impression of closeness and bond between the viewer and their favorite artist.

In fact, as far as the fanaticism can go, many teenagers, blindly, sometimes even unwarily, have inclinations towards trying certain substances because their idols have done so.

Furthermore, according to the authors of the article “Depictions of Substance Use in

Reality Television: A Content Analysis of The Osbournes” (2015), there have been rare moments of rejection of drug usage in the show, which were however verbal, while the endorsement towards substance usage was visual. Mostly marijuana, as well as other illicit drugs were mentioned in the show. Moreover, the authors of this research claim:

“Research on media and persuasion indicates that visual depictions may be more

powerful and persuasive than verbal depictions, as they allow viewers to connect with

characters at a deeper level than words can alone and allow behaviors to be more easily

modelled and copied”.

The depiction of unhealthy habits on TV can, in fact, be more influential than the family or the community that teenagers are surrounded by (Brown & Fraser, 2004, p.97-115). Thus, the impact of portraying illicit drug scenes on television can have, fundamentally, wrong and harmful outcomes.

4.2 Breaking bad

Breaking Bad is an American crime drama TV series, produced by Sony Pictures

Television aired on AMC pay television channel from 2008 until 2013. It mostly talks about the manufacturing, trafficking and abuse of methamphetamine, along with, occasionally, also covering other illegal drugs throughout the show. Since this tremendously popular TV show was released, the rise of interest towards methamphetamine in Europe has significantly increased (“Is Breaking Bad encouraging”, 2017). Even though most of the show depicts the destructive sides and consequences of crystal meth, it subliminally makes people curious and interested in it. Before this show, many people had very limited knowledge about this substance. However, after the show’s release, there has been “a rise in methamphetamine across Europe with Germany showing the steepest rise at a 51% increase” according to the Tomo Drug Testing. Moreover, even though it is extremely hard to get all the necessary ingredients to manufacture meth in self-made laboratories like it is shown in Breaking Bad, this show has created an enormous marketing potential for methamphetamine around the world. Of course, not everybody was encouraged to become a drug dealer or user after this show. However, it did open a door to a huge discussion among kids and adults. After all, it is an award-winning series (Braiker,

2013). These obvious portrayals of illegal and dangerous drugs create a room for interest and debate regarding this topic. For example, as it is portrayed in movies, drug dealing is quite easy, wealthy and mostly breathtaking business (Gerald, 2006, p.129). What is clear is that this message is misleading and does not match reality.

According to the New York Film Academy (2015), between 2005 and 2010 the number of movies in which methamphetamine appeared as a main or secondary theme has ranged

26 from three to five movies released per year, recording a peak in the category. Respectively, the usage of the same drug by the population of the United States had been at its top during the very same period. Therefore, it is possible to conclude that there is an explicit interconnection and dependence between these two variables. If portrayals of the illicit drugs do not necessarily cause certain drug addiction or abuse, they at least provoke interest towards trying the forbidden drugs in order to experience similar adventures and rush which are shown in movies.

Breaking Bad has become an inevitable part of modern pop culture that sets examples to young people.

4.3 Trainspotting and Requiem for a Dream

In particular, there are two movies about heroin use that are worth being discussed. These are Trainspotting and Requiem for a Dream. Despite the popular idea that these movies present heroin addiction in the worst possible light, they do, however, romanticize the idea of being a “junkie”. They successfully plant the thought in the audience’s minds that there is no greater pleasure in the world than being high on heroin (“Rated D for deadly”, 2017).

Trainspotting is a British black comedy drama that won fifteen awards, including BAFTA film award for the Best Screenplay and Best Film in 1996 at the Seattle Film Festival.

Interestingly, Ewan McGregor, who played the main role in Trainspotting, admitted he was tempted to try heroin in order to better understand the character from the inside (“Rated D for deadly”, 2017). Moreover, according to the main character in the movie, Mark Renton,

“even multiplying your best orgasm by 1,000 will still not even come close to matching the

27 glorious euphoria of a heroin high”. This catchy statement might be taken seriously by the viewers of this movie.

Requiem for a Dream is a psychological tragedy film. It is definitely guilty for portraying heroin addiction in a neutral, yet glorifying way. It gives the impression that heroin is an inevitable part of a happy life. The scene in this movie where two people in love share a high moment together is being presented as an ultimate way possible for a romantic relationship. This forbidden way of expressing and sharing feelings can be very mysterious and tempting. As mentioned earlier in this paper, the “trials and tribulations” of the main fictional characters in these pictures thrill the audience. Such scenes can greatly influence vulnerable viewers, and given they face similar difficulties in their lives too, they could incline towards experimenting with narcotics (Steiner, 2018).

Drug addiction is not a normal part of any culture. It is something the society and government have been struggling with for decades. Nonetheless, movies give too much attention to this topic, hence normalizing it in order to have larger profits. However, normalization is not possible without availability (Parker et al., 2002, p.944). If the process of accepting drugs in everyday life has become a “normality” it means that these drugs are easily accessible and nobody regulates them, or perhaps fails to do so.

As already assessed, there is a correlation between the number of movies heroin appeared in and the usage of heroin in the population of the United States (“High Cinema: Drugs”,

2015). Both indicators have been growing since the 1990s. Interestingly, when there was the first rise of heroin popularity among drug users in the 1950s, films that started to follow the trends and portrayed anti-drug slogans had almost no educational importance and eventually had not changed the minds of users regarding heroin (Mold, 2007, p.279).

Evidently, mass media portrayals against illicit drugs do not encourage any change in the behavior of people, and oppositely it can create a subliminal interest towards them. It is interesting to point out that the Motion Picture Production Code that existed until 1967 had a set of regulations that did not allow illegal drug trafficking scenes to appear in a movies, or, if it was inevitable for the sake of the plot, to follow precautions and be careful portraying the use of illegal drugs if needed (Shurlock, 1947, p.140-146). Unfortunately, nowadays, these moral guidelines do not exist anymore. Although it was replaced by the film-rating system, the threshold for what should not be presented has significantly shifted.

All in all, there have been more than 153 movies depicting heroin released between 1990 and 2010 (“High Cinema: Drugs”, 2015).

The impact of the portrayals of this problem on TV has negative consequences to viewers, such as: normalization of hard drug use as a topic of everyday life, possible causation towards trying illicit drugs and continuance of substance taking. Moreover, as precedently emphasized, it creates a disregard towards law enforcement authorities.

Unluckily, it is much more important for the directors and producers to receive recognition and great revenue rather than to inform the audience about the boring downsides and scientific breakthroughs on a drug-related problem (Gerald, 2008, p.135).

4.4 Drugs Live: The Ecstasy Trial

Drugs Live is an occasional British documentary show that discusses illegal drugs and their potential positive effects. There have been two episodes that aired in Great Britain: Drugs

Live: The Ecstasy Trial and Drugs Live: The Cannabis Trial. It is the most controversial

29 documentary on British TV. The first episode claimed to investigate the real effect of

MDMA (ecstasy) on the brain.

According to the Statistics Portal Statista, the number of MDMA and ecstasy-related deaths are extremely high in Great Britain, namely 63 in 2016 and 56 in 2017 (“Number of drug related deaths”, 2018). Hence, it is possible to conclude that the MDMA use rate is very high in Great Britain. As a result, a number of scientists made attempts to understand whether ecstasy can be useful and actually helpful to the treatment of depression and other mental issues (Sample, 2012). The participants of this study were using MDMA in small doses for medical research purposes and their brain activity was discussed on national television. The goal of the study and show was to promote the positive value of this dangerous illegal drug.

Since this show completely supports the idea that ecstasy can help people in some ways, it creates an obvious and demonstratable message for media users. Using drugs is good and even, possibly, helpful. Although, of course, this program was encouraging the illegal drug use only for medical purposes, it is hard to control how many vulnerable viewers may have gotten mistakenly influenced by claims regarding the benefits of ecstasy.

Moreover, in Great Britain, the pure form of ecstasy, which is dosed accordingly to the patient’s needs, can be extremely hard to obtain, while unsafe ecstasy pills are easily accessible and cheap.

Thus, the usefulness of this show should be questioned, as its collateral damages are not taken into consideration. Who decided to sponsor this documentary and the reason for

30 which they have produced it remains unknown, entering a larger unresolved puzzle of media outlets campaigns favoring and influencing drug abuse.

In conclusion, even though there are much more drug-related movies and TV shows that are being produced all over the world every year, only these five that were assessed above seemed to be highly related to the theme of this paper. Due to their wide popularity, a number of academic studies were written about them. They were used in this research in order to demonstrate the concerns that these movies arise.

V. Media Effects and Drug Use

Such questions, as whether the theory of identification with the character is myth or reality, whether the modeling, social learning, and cultivation theories explain why some people are more likely to be influenced by the observation of drug use on TV and whether it is possible that people can be triggered towards drug use by the observation of drug-related scenes on TV are disclosed in this chapter.

5.1 Modeling Theory

The Modeling theory implies that “coded information (observed in the media) serves as a guide for action”, according to Albert Bandura (1977, p.22). The idea of the cinema providing role models to people through its fictional characters has existed since the first motion picture was produced and shown to the masses. This concept has proved to predetermine practices as “cinematherapy”, which means people who observe a scene in a movie, which is similar to theirs in real life, can learn from the character how to cope with the stressful situation by identifying their issue with the fictional hero (Niemiec &

Wedding, 2013, p.23-25). This idea implies learning how to cope with stress, how to understand depression, how to cope with death-related tragedies, how to stay positive, find hope and the infinite array of solutions viewers can find by identifying themselves with the movies and TV shows they come across. If this therapy is clinically approved and proves to be accurate, there is the question whether the same notion can be applied from a different angle: is it possible to identify oneself with the drug-related characters and get influenced by their behaviors?

The entertainment media is about communicating with the audience (Igartua, 2010, p.347).

In order for a TV show or movie to make contact with the viewer, the latter has to be narratively persuaded. In order for a viewer to enjoy the movie, he has to be able to identify himself or herself with the presented situations and characters. Consequently, if the audience members feel related to the fictional character on the screen, they can imagine that, according to Juan-Jose´ Igartua, “the events are happening to them” (p.348).

Causing emotions is the number one intention of the media. By provoking viewers, the media changes their behaviors and attitudes. Thus, by watching a drug-related movie, one can be emotionally influenced by the featured content and might be possibly triggered towards certain actions (Hunt et al., 2011). Movies can tell the public what to think, and this interferes with the arguments one might use. So, when it comes to illicit drugs in the media, the protagonists can seriously intervene in the life of the spectator.

Mass media transmits millions of subliminal messages, which are perceived differently by people. The same information might accumulate in the minds of the more sensitive populace and impact them to imitate the observed behaviors (Harris & Sanborn, 2014, p.294-296). Nevertheless, in most cases, people are likely to copy the risk-taking behavior of the characters that they have something in common with (Harris & Sanborn, 2014, p.60).

The spectators have to be intrinsically and extrinsically motivated in order to be able to repeat the actions presented on TV. As studies show, specific brains regions, in some cases, can significantly change, while an individual identifies his/her traits with the character in the media (Cheetham et al., 2014, p.1836–1844). According to the authors of this outstanding research, the concept of “parasocial relationship” this is truly possible.

Parasocial relationship is a one-sided contact between the audience and TV characters.

Empathy plays a crucial role in this process. The more related and attached one feels with media heroes, the stronger the bond is. And it can lead to the total adoption of behavioral patterns, deeds and life purposes (Cheetham et al., 2014, p.1836–1844).

Pleasure is a very important aspect that enhances the feeling of merging, or a “sensation of becoming the character”. The more the movie is enjoyed, the stronger the viewer wills to share the mental state with the fictional characters (Igartua, 2010, p.363). Furthermore, positive emotions do not provide as sensations as powerful as negative ones do. In this context, one can experience greater enjoyment from watching a movie or series while being extremely frightened or disdained. Consequently, the more negative feelings one experiences, the greater the identification with the characters is (Cheetham, 2014).

Reward is the most important part of the modeling concept. Pleasure and strong emotional bonds are not enough for bond creation. If the characters get a money compensation, or if he/she is loved or liked by the others, then their actions are being taken seriously by the viewer and this can form to strong connection, which can lead to identification.

In regard to identification, it is important to mention that men and women associate themselves with different characters based on diverse traits. Interestingly, men prefer to identify themselves with the negative and violent characters (Harris & Sanborn, 2014, p.60). The observed attitude can be picked up and used as a novel behavior, which can consequently lead to violent actions. There is a simple answer to why parents do not let their children watch any violent R-rated movies, but who said that adults are not being influenced by the violence they witness in movies and TV shows?

5.2 Social Learning Theory

Social learning is a continuation of modeling theory. According to the founder of this theory, Albert Bandura, we learn through the nurturing process. This theory claims reward and punishment are weak triggers which push us to adopt new behavioral patterns. Instead, we learn through imitation. People borrow new feelings and thoughts from who they observe. A person’s motivation level can also improve or degrade depending on modeling, imitation, and observation. People observe and subsequently perform a wide variety of social reactions, such as aggression, sexual behavior, ways of emotional response from those they like or admire.

Potential or predicted consequences can impact the actions of those who are motivated to take actions of the observed characters even more than the actual corollary (Bandura, 1977, p.3). Indeed, everybody has a set of associational preferences that generate the impulse to learn new behaviors from their role models (Potter, 2012, p.79).

Consequently, media consumers, particularly children and teenagers, can transform their life experience into a virtual model and adopt the behavioral pattern of the TV characters that they relate to.

5.3 Cultivation Theory

To cultivate means to refine. In fact, the effects that this theory covers are vividly signified nowadays. The world on TV becomes a new reality, which people prefer to live (Harris &

Sanborn, 2014, p.303). Everything that is presented is being taken seriously. The cultivation theory implies active participation from the masses. When one observes drug-

35 taking in a violent, yet extremely interesting, movie or series, he/she might take it for granted and adopt similar behavioral patterns by thinking their life also becomes more entertaining and movie-like thanks to drugs.

Even though the media cultivates the world of any TV lover, those who are mostly at a risk are the “heavy” media users. According to Harris and Sanborn (2014, p.39), the heavy viewers’ perception of the world is extremely influenced by the media. Their worldviews are completely based on the opinions presented by the media. Thus, if these types of viewers observe a drug-related situation on TV in a good and positive light, it can reinforce their idea regarding this problem.

Finally, in regard to character identification by the viewer, the idea behind the cultivation theory can play a huge role in changing the way people approach the real world. According to the author of “Identification with Characters and Narrative Persuasion Through Fictional

Feature Films” (2010, p.352), shifts in attitudes towards minority groups were detected in accordance with the identification or the relationship between viewers and fictional characters. Thus, as this chapter has attempted to prove, movies and TV shows do affect the way society perceives drugs, having the potential of influencing the affected individuals by rendering them more tolerant towards drug use and addiction, hence increasing their possibility of trying it and making use of it.

5.4 Uses and Gratifications Theory

Although there is a great amount of mass media theories pointing at the damage that exposition towards illegal drugs through television can cause, there are other theories that

36 seem to address the issue from a different perspective. The uses and gratifications theory, for instance, claims that people have great power over media and its effects, as they choose what information to absorb, when and how. This concept is based on the assertion that people retain control in their hands as they decide whether to be impacted by certain information or not (Potter, 2012, p.75). Thus, if an individual chooses to watch a drug- related thriller, it means a conscious decision is being made, based on the preferences or, perhaps, similarities between the protagonist’s and the viewer’s lives. Nevertheless, according to the uses and gratifications theory, one might also watch a thriller about drugs for entertainment, without giving importance to the characters or the storyline. However, for more sensitive viewers, this can represent a learning experience; one can gather new information, empathize the character and think about the plot for days after having watched it. This process of observation and the consequential assimilation of the information in one’s mind can lead to the changes in activity, attitude, and nature in general. Surely, it can change what one thinks about drugs. If the needs of the viewer were satisfied after watching drug-related movies and series, then his/her choice is justified, as they picked it according to their personal needs and desires. They were not forcefully pushed to do so by the media or the trends that society imposes. All in all, this type of audience is composed of active media users, who have power over media.

The idea of fantasying and imagining to be in a film is not something to address lightly.

The process of transporting one’s mind into a narrated reality can have serious consequences. The TV reality is so tempting and charming, that, eventually, those sensitive individuals who identify themselves with media characters in drug related contexts, are

37 more likely to connect their lives with drugs as well. In fact, research shows that every person possesses a unique cognitive process, that influences how far identification can go.

While connection might seem obvious, it is not always easy to prove that there is a “cause and effect” correlation between the media and drug usage, despite multiple studies were conducted on the topic. Clearly, each individual has different personality characteristic, this explaining why some people are pushed towards trying illegal substances, which can happen through a variety of outlets. Undoubtedly, the media is one of them.

Finally, there have been cases of legal charges pressed against media (Harris & Sanborn,

2014, p.295). The discussed case featured the accusation that the media educates the masses on violent behavior. Hopefully, there will be more drug-related cases, as this will shed more and more light on this under estimated issue.

VI. Solutions

Despite the efforts of law enforcement authorities, there are specific places and often entire districts all over the globe devoted to the distribution of illegal substances where people constantly buy and sell drugs: because of its illegal nature, the profitability of this business has immense margins.

Tough measures were appropriate when addiction was just beginning to spread. However, today, as drug abuse has become a mass phenomenon, mass repressions are necessary for its suppression, although measures of this type are not allowed for a variety of material and moral reasons.

In this chapter, various solutions for the reduction of drugs appearance on TV are put forward for consideration.

6.1 National Regulatory Authorities

Mass media contributes to the ethics of modern society. However, current commissions that regulate the content of information globally are ineffective. There should be fewer films and TV shows that promote drugs/drug abuse. Surely, illicit drug portrayals must feature more negative depictions, instead of misinforming viewers by glorifying the use of illegal substances. The Federal Communication Commission, for example, supports the public opinion of the media users and welcomes their feedback and advices. Viewers should always engage in the way mass organs of public opinion operate. By doing so, they can bring valuable changes to the media landscape.

Essentially, mass media acts as watchdog on the government. In relation to this, it appears clear that the media should not be imposing information that would contradict its principles. The question, therefore, is why there is such an excessive number of films in which illegal drugs are depicted in an affirmative way.

Media regulations must be balanced, as they do not have to limit the freedom of speech but, at the same time, they must meet their lawful obligations (Media Regulatory Authorities,

2019). As a matter of fact, National Regulatory Authorities seem to constantly adjust content diversity. Nevertheless, the amount of films on drugs is rising (Strasburger, 2010).

Thus, if present time policies do not seem to minimize drug portrayals on television, they necessarily have to be modified and amended.

6.2 The Role of the Government in Media Literacy

The main reason why the pro-drug propaganda is being pushed so vehemently by media outlets is that society is increasingly normalizing its relationship to drugs. “Sensible, occasional, recreational drug users, particularly users of cannabis, are condoned rather than condemned” (2002, p.943), state Parker, Williams, and Aldridge. As tobacco use and alcohol consumption have been accepted in almost every society’s everyday life, the very same process is applying to drugs, which have become integral part of our popular culture.

Interestingly, the perceivable impression is that governments prefer to fight the consequences, rather than focusing on the prevention of drug use in the first place.

Worryingly, the availability of different drugs is rising globally, while prices go down because of this increasing demand and supply. We live in an era where TV shows glorify

40 famous drug dealers and as has been covered throughout this work, this can have effects on lower societal echelons, generating more and more small-scale drug dealers. Social authorities, government and law enforcement have to be more attentive towards the potential risks movies and TV shows bring to viewers. However, legal regulations fail at coping with drug acquisition and use largely due to the extensive nature of this widespread phenomenon. It is also worth mentioning that drug liberalization, decriminalization, and legalization processes are being taken into consideration by various national governments

(and have already been implemented in specific countries), as these policies are claimed to being able to reduce and regulate drug usage, while having the dangerous effect of completely normalizing the relationship between society and illegal substances acceptance.

More educational programs in schools and within different communities must be necessarily crated, as they appear to be very affective at achieving drug use decrease

(Blackman, 2010, p.340). In addition to this, it is important to mention that there should be, as Shane Blackman (2010) mentions, “normative drug education”, instead of anti-drug slogans, which, eventually lead to causing opposite effects, as already mentioned in previous chapters. Normative drug education should be a governmental tool, genuinely aimed at changing the mindset of drug users affected by the media and those who have to yet be affected, therefore helping to reduce the demand for movies and TV shows that feature illegal substances.

6.3 Self-Education

Since it is almost impossible for the mass population to influence the content of movies and

TV series, it is necessary that active actions are taken independently. Drug-related movies

41 have been gaining great popularity because there has been great demand for their production. Therefore, the number of movies and TV shows in which illegal drugs are presented in a positive light has to be reduced to the minimum.

First and foremost, media literacy is the number one aspect that individuals must be instructed on. Although everybody thinks of themselves as being unique and unaffected by the media, the truth is that every individual presented with drug related content is indirectly affected by it. As a consequence, it is fundamental that people educate themselves about the dangerous effects of media. For mass societies to be aware of the problems that excessive media exposure can cause, it is crucial to be able “to access, analyze, evaluate, and process the media” (Steyer, 2002, p.195). It will give the power to the hands of the media users

(Harris & Sanborn, 2014, p.400). One of the most important elements that viewers should be aware of is the emotional appeal. For example, movies very often show a rich and successful man who “has it all” in life, affording a luxurious lifestyle, the acquisition of large quantities of illegal substances like cocaine and surrounded by beautiful women. This type of image triggers emotions and subliminally sends messages to the audience, which identifies that as being the ideal life, hence dreaming of a mostly unattainable and solely material prosperity. The reality of facts, indeed, is that this is just a manipulative move from the media, which propagates negative ideals and generates the creation of a consumeristic society, which is why individuals’ awareness must be raised.

Second of all, the drug awareness problem should not be only spread through the entertainment media, but through documentaries, educational channels, as well as individual and independent help from anti-drug associations. According to statistics, almost

80 percent of the population of the United States think that it is extremely easy to purchase

42 marijuana (Availability of marijuana, 2018). As a matter of fact, even dangerous drugs as

LSD were perceived by 12th graders as being “very easy” to obtain. What is most shocking is that these largely available and easily obtainable drugs are usually of very low quality, as drug manufactures majorly care about revenue, rather than satisfying their clients. Thus, there should be more reports and videos online about what really happens if one becomes a drug addict, what really happens in meth labs and the dangerous and harsh reality of drug dealing.

Despite the fact that the popularity of illegal substances is not a new problem, there is no effective technique for fighting it. Mass media is actively endorsing an enormous amount of appealing action movies about drug dealers, drug users and drug related stories.

Nevertheless, from the media users’ perspective, effective solutions would be learning how to anticipate and interpret the messages these movies dissipate, rather than avoiding any drug related movies or TV shows. From the perspective of the law regulations, educational campaigns about the real danger of drugs should be promoted. The combination of both methods of solving the drug spread will help to minimize drug glorification and its normalization on TV.

VII. Conclusion

In this paper, the consequences of illicit drug portrayals in the media, specifically on television, were discussed. Positive portrayals appeared to bring negative consequences.

Any mentioning of an illegal drug on TV creates a further step towards normalization. The open discussion about cocaine, LSD, methamphetamine, cannabis, heroin and MDMA provokes interest in the minds of viewers.

As previously assessed, the effects of positive portrayals of drugs on young generations emerge to be particularly dangerous. Teenagers are a sensitive part of the audience that has the potential of being extremely easily influenced by the messages that mass media outlets transmit. Drug-related scenes on TV can induce interest in illicit drug use, as these media portrayals sentimentalize the problem.

I believe that illegal drugs on television create a demand outside of the media world. There is a clear correlation between drug observation on TV and drug use. Even anti-drugs slogans and any mentioning of the using process create popular discussions that can generate publicity towards drug use. Something that nobody talked so openly on television before has become so available and tolerated.

Different media theories prove the existence of parasocial relationships and connections between fictional characters and TV viewers. The modeling, cultivation and social learning theories emphasize the identification of individuals with movie heroes and its possible impact on drug use, while the uses and gratifications theory states that media users are not passive and that they base their movie-related choices on critical thinking and personal

44 background. In this case, people consciously prefer to watch movies that involve illicit drugs because they want to.

Drug addiction and abuse are two extremely serious problems in the modern era. They cannot be glamorized and glorified by the media, due to the serious health complications and death incidents they cause. According to the National Survey of Drug Use and Health, illegal drug use is growing in the United States of America; trends in the prevalence of drugs as cocaine and LSD, for example, has increased among teenagers and adults compared to 2016 (National Institute of Drug Abuse, 2017).

Although the media, on its own, certainly cannot be blamed for causing high demand of illicit drugs, it however does, largely contribute, in influencing the society, affecting individuals’ behavior and shaping public discourse.

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