THE ROLE OF MEDIA AND COMMUNICATION IN IMPROVING THE USE OF DRUGS ANDOTHER TECHNOLOGIES

Policy makers, health care providers, and the general public need vali d information about the benefits and harmful effects of drugs and tech nologies to be able to make rational choices in their acquisition, dis tribution, and use. Effective communication is important for quality c hoices of drugs and other technologies. In effective communication, th e choice of messages and media must correspond to the culture and beli efs of the target groups to make them comprehend and adopt the conclus ions. Messages must be presented on a regular basis. Most regulatory a gencies do not have enough resources to mount effective communication programs. Private advertising agencies and other stakeholders have def inite roles. Valid knowledge must be the basis of dialogues to reduce emotional disputes among various benefit groups in society.