Deconstructing health communication in international drug-related films from 1961 to 2015 and the impact on audiences' avoidance of drug use

Objective: To understand how realistically drug-related scenes are portrayed in international films and to ascertain whether such sensory stimulation deters audience members from taking drugs, we aim to explain and deconstruct the visual communication and portrayal of drug-related scenes and explore whether the films impact audiences’ behaviors in terms of health communication and social responsibility. Methods: The analysis of film content was based on an entertainment education strategy and fear appeals. We searched 129 drug-related films from 1961 to 2015 through the IMDB database, selecting one of the most popular films every five years (yielding 11 films). Results: There were 35 drug users and 96 drug-related scenes in the 11 films. Direct drug-taking scenes were approximately 3.5 times as numerous as indirect drug-taking scenes. The intensity of the visual portrayal likely makes a deep impression on audiences, leading to concern about whether audiences will imitate and learn the behaviors portrayed. In three films, there was no cessation of drug taking; in the other eight films, some drug users went to prison or drug rehabilitation centers, suffered from mental illness, or died. Cocaine (24.7%) and heroin (17.5%) were the most common drugs used, with snorting (22.9%) and injection (21.9%) being the most common intake methods