Evaluating the Role of Media in Public Awareness on Harms of Self-Medication: From the Perspective of Journalists
Keywords: Self-medication, Risks, Journalists, Awareness, Media.
Yahya Yaqubi
Abstract
Self-medication is a serious and widespread public health issue in Afghanistan, particularly prevalent in rural and remote areas due to low levels of public awareness, poverty, and limited access to healthcare services. It was hypothesized that the media, especially radio, plays an important role in raising public awareness and reducing the practice of self-medication. This study aimed to assess the role and effectiveness of the media from the perspective of journalists, to identify which media platforms have the greatest impact on public awareness and which types of programs are perceived as most effective. A mixed-method descriptive–analytical approach was employed. IBM SPSS Statitics were used for quantitative analysis and thematic analysis were used for qualitative interpretation. The research was based on a survey of 102 journalists with varying levels of work experience from different media outlets. The findings revealed that radio is considered the most effective medium for increasing public awareness about the risks of self-medication, as it remains the only accessible platform for most people in remote areas. Journalists indicated that programs featuring interviews with doctors, health advice, and real-life stories are particularly effective in influencing public attitudes and behaviors. They further emphasized that for such programs to achieve sustained impact, information should be delivered in a simple, understandable language, using regional accents, and broadcast continuously.
