Flay B R
J Sch Health. 1986 Nov;56(9):402-6. doi: 10.1111/j.1746-1561.1986.tb05782.x.
The most appropriate role the media can play in preventing drug abuse is the dissemination of school-based approaches of proven efficacy. In this paper, that statement is justified from theoretical and empirical perspectives. Suggestions for putting it into practice are offered. Review of the theoretical perspectives of Cartwright, Lazarsfeld and Merton, and Katz suggests that effective uses of mass media for drug abuse prevention must ensure adequate dissemination, maximize positive attention by the target audience (selectivity), encourage positive interpersonal communication, and maximize the principles of monopolization, canalization, and supplementation. Several major ways in which mass media programming can be linked with school-based or community-based programming to achieve these objectives are suggested. Mass media programs are seen as means to improve acceptance of school-based prevention programs by parents. Conversely, schools are seen as playing a crucial role in increasing exposure to media prevention programming, especially if it is an inherent component of a classroom curriculum, and increasing and improving interpersonal discussion about the issues, between students, between students and teachers, and particularly between students and parents.
媒体在预防药物滥用方面能够发挥的最恰当作用是传播已证实有效的基于学校的方法。在本文中，这一说法从理论和实证角度都得到了论证。文中还给出了将其付诸实践的建议。对卡特赖特、拉扎斯菲尔德、默顿以及卡茨的理论观点进行回顾后发现，有效利用大众媒体预防药物滥用必须确保充分传播，最大限度地吸引目标受众的积极关注（选择性），鼓励积极的人际交流，并最大限度地遵循垄断、疏导和补充原则。文中提出了大众媒体节目与基于学校或社区的节目相联系以实现这些目标的几种主要方式。大众媒体节目被视为提高家长对基于学校的预防方案接受度的手段。相反，学校在增加对媒体预防节目的接触方面起着关键作用，特别是如果它是课堂课程的固有组成部分，并且在增加和改善学生之间、学生与教师之间，尤其是学生与家长之间关于这些问题的人际讨论方面也起着关键作用。
