摘要：Aims To analyze how “pleasure” and similar recreational motives for drug use permeate and are handled in contemporary drug preventive massmedia campaigns in Sweden. Design Three campaigns were included in the analysis. Two campaigns were developed by the Alcohol Committee (entitled “Basic course for you who like to be drunk” and “The Party Method”) and one campaign by Mobilization against Narcotics (entitled “There are many reasons not to try narcotics”). Results Recreational motives for drug use are recognized in all three campaigns. The reason for this, it seems, is to facilitate the overall trustworthiness of the campaigns. No campaign attempts to counteract the validity of the positive sides of drug use. Instead, they try to make people aware that the negative sides of drug use far outweigh positive sides. Conclusion The campaigns partly employ a novel approach to dealing with drug problems but their “core” content resembles traditional elements in drug preventive interventions.
关键词：Anti-drug campaigns ; Sweden ; pleasure ; the Alcohol Committee ; Mobilization against Narcotics. ; recreational drug use ; approaches ; comparison
