ABSTRACT

Movies always remain as a compulsory element for the entertainment industry worldwide from decades. The frequent use of illegal drugs in the movies and its impact on the viewers is seems as a core issue for the researcher of the media. This study explore out the behavior of the drug user which is supposed to be provoked after viewing the movies. In this paper the researcher wants to search out the social learning effects of the movies. In this regard, learning appropriate way of using drugs from movies and copying these styles in the real life by the respondents is evaluated. For this purpose a survey of 375 drug user students is conducted from different higher education universities of Punjab Pakistan. By using RDS (Respondent Driven Sampling) technique data is collected. The results of the study are overall suggested that, 80.8 percent (303) respondent thinks that they have learned the appropriate way of consuming drugs from movies. Furthermore, 79.2 percent (297) respondents copied the drug presentation as demonstrated in the movies. Keywords: Drugs in Movies, Social Learning Effects, Appropriate Way of Using Drugs, Respondent Driven Sampling Technique
Publication date: 01/07/2020

https://ijbpas.com/pdf/2020/July/MS_IJBPAS_2020_5135.pdf

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https://doi.org/10.31032/IJBPAS/2020/9.7.5135