MEDIA COVERAGE OF DRUG ABUSE AND PUBLIC PERCEPTION OF THE WAR AGAINST DRUGS IN THE GAMBIA

There are increasing concerns about drug trafficking and abuse in The Gambia. Despite efforts to curb the menace of drug abuse in The Gambia, there is no empirical evidence on the influence of media coverage on the perception of the increasing drug problem. The study hinges on the theoretical foundations of the health belief model and framing theories in a quest to understand the relationship between the two variables. The study employed a mixed-method design using a survey for the quantitative data and discourse analysis for the qualitative data. Findings show that different framing strategies influence attitudes towards drug abuse and policy responses. The findings underscore the importance of nuanced media reporting and evidence-based policymaking in addressing the complex issues surrounding drug abuse. Similarly, the need for a greater governmental effort in trying to combat drug abuse in the country is necessary to help curtail it, and more community engagement in addressing the issue of drug abuse in and within the border region is a huge necessity in order to combat drug abuse and trafficking. The study provides insights for stakeholders seeking to develop effective strategies to address drug abuse, reduce stigma, and promote public health in The Gambia. The study also highlights the need for media practitioners and public health professionals to work together to develop targeted interventions and promote public health in The Gambia.