IMPACT OF TARGETED DRUG ABUSE AWARENESS CAMPAIGNS ON UNIVERSITY STUDENTS: EVIDENCE FROM RIVERS STATE UNIVERSITY

The role of mass media in modern society is irrefutable, serving as a crucial link between individuals and the broader world. In a world where individuals are limited by their natural senses, mass media becomes indispensable in providing information and educating the public about events and issues beyond their immediate experience. Through its informative and educative roles, mass media enables individuals to comprehend complex and distant events that they cannot directly perceive. This functionality is essential in keeping society informed about local and global news, fostering awareness and understanding. Additionally, mass media's responsibility extends beyond just reporting news; it is expected to engage with and reflect the concerns of the people, shaping societal awareness and action. The connection between media practice and social change is vital, as mass media not only informs but also inspires action, drives change, and contributes to the societal progress. This study explores the indispensable role of mass media in fulfilling its duties of informing, educating, and motivating the public while examining its profound impact on social change and responsibility in media practice