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MCM431 Introduction to Broadcasting GDB Solution Fall 2013

Media advocacy is the strategic use of mass media to support the efforts of development practitioners to utilize the public health policies in a better way. The purpose of media advocacy is to pressurize the policymakers by mobilizing communities. Media advocates the people who can be mobilized to influence the society to control the environments that either promotes health. Keeping in mind the role of media advocacy, you are required to identify the ways that how this strategic use of media can be utilized to establish a drug free society. Solution:Media always has a profound effect on masses. In current era, electronic media is being used as a powerful tool to address social issues. Competition among different channels made it easy for a common man to share his problem with rest of the world. For this reason, numbers of cases, today, are being reported that could not be brought on the surface due to fear, feelings of shame and guilt.

Via talk shows, intellectual discussions and documentaries, electronic media is successfully highlighting the issues regarding education, health, crimes, corruption etc. Along this, there is need to put reflection on the most dangerous issue (drug addiction) which has affected our educational and health sector too. Despite involvement of law and enforcement agencies and strict policies, no reduction in demand of illicit use of drugs is seen.
As a result, more than 6 million people have become addicted to different kinds of drugs in Pakistan. Electronic media can play a vital role in educating people regarding drug abuse problems and its consequences by showing documentaries of drug addicts and their destroyed lives, discussions of experts and establishing youth forum
Furthermore, media must also stop showing those ads and movies which promoting use of tranquilizers/painkillers, smoking, alcoholism and use of betel nut (supari). Celebrities (filmi heroes) using cigarette inclined many youngsters to be smokers. An actor playing leading role in Pakistani drama Dastaan was looking

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a smart young man while smoking. Similarly, another actor in an Indian film Tere Naam has been a centre of attention of many youngsters due to his stylish and unique smoking behavior.

In short, electronic media, positively or negatively, affect our decision making abilities. Positive characters, messages, advertisement result in positive and healthy attitude. Portraying characters merely for making money and fame ruin thousands of lives. We all should pray Almighty to prevent us from ruining other lives.
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