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Addiction is a public health concern across the whole of South Asia, where addiction to drugs and alcohol is becoming a rising issue with cultural and economic consequences.
Recent studies show that countries such as India, Pakistan and Bangladesh are witnessing sharp increases in drug related hospital admissions and crimes, particularly when it comes to substances such as alcohol, opioids and cannabis.
Despite the fact that addiction is rising so rapidly across South Asia, there is still a lot of stigma surrounding addiction and mental health in this part of the world.
Due to this, addiction is seen and viewed as a moral failing and something to be ashamed of rather than a medical condition which needs treatment and support.
This stigma is deeply rooted in cultural norms, family reputation and religion, and means that a lot of people across these countries do not get the help they need and deserve in fear of judgement and shame.
Unfortunately, the media has a big part to play in reinforcing stigmas surrounding issues such as addiction not just in South Asia, but across the entire world. Films, TV shows and magazines have a huge impact on how we view issues, people and identities and something this can result in negative bias and stereotyping.
This article aims to analyse the media portrayal of addiction across South Asia so that we can better understand how to improve it and aid better awareness surrounding addiction and recovery.
Addiction in South Asia – The Context
Across South Asia, social attitudes towards issues such as addiction to drugs and alcohol are heavily shaped by stigma and the media. There are also a number of common myths persisting across a number of different countries based in South Asia. For example, in some countries people believe that addiction issues only affect certain socioeconomic groups, or that addiction is only overcome when you engage with religion and God.
These myths and misconceptions contribute to a reluctance to seek professional help as well as feelings of shame and guilt. This also contributes to a lack of open discussion and dialogue amongst friends and families about addiction issues, as well as reinforcing harmful stereotypes. Overall, there is a general lack of empathy and compassion for those with addiction issues.
How South Asian Media Portrays Addiction
As mentioned above, myths, stereotypes and misconceptions often come from media portrayals, and this is particularly the case where addiction is concerned.
There are many films and TV shows across South Asia which have depicted drug and alcohol addiction in a certain light that does not necessarily aid access to medically assisted alcohol detox at home and empathy towards those suffering.
There have been numerous films including themes of addiction such as Dev.B and Shaitan. These films were viewed by millions of people across South Asia and along with other portrayals in the media have reinforced certain stereotypes and narratives concerning drug addiction. The effect this has on the culture at the time should not be underestimated.
Some films in the media often paint a picture of victimisation, moral downfall and often that someone with addiction issues caused their addiction and downfall. However, studies have shown that this is not always the case, as some substances are physically addictive and very hard to break free from.
This forms a number of stereotypes across society. These stereotypes often include the idea that those with addiction issues are always male, that they’re young and that they are poor. Again, this is not always the case as addiction can impact anyone.
Positive Influences of Media on Addiction Awareness in South Asia
Thankfully, as time has gone on, the media across South Asia has improved significantly when it comes to its portrayals of addiction. Some films, TV shows, books and magazines are making strides to break down stigma, rethink narrative and stereotyping and be more sensitive towards their portrayals of people suffering with addiction issues.
For example, there has recently been a film in Indian called Udta Punjab which has gone a long way in sparking a new conversation concerning addiction and helping to portray a more honest and raw representation of addiction in the modern day.
Similarly, Pakistani drama series such as Dastak Na Do have helped to spark more empathy for those suffering from addiction issues, highlighting that addiction is an illness and not a moral failing as many across South Asia believe.
There has also recently been an increase in the number of documentaries across South Asia being made concerning the theme of addiction. For example, a documentary called Addiction Innocence was watched by millions across Bangladesh, as well as a flurry of discussion on social media.
These representations have a huge impact on public discourse and have now created space for more education and conversations to be had. Hopefully, this will encourage more people across South Asia to speak out if they are suffering and find the confidence to get the help that they need and deserve.
Harmful Effects and Missed Opportunities
Despite the fact that the tide is changing across South Asia, the stigma and stereotypes of the past 50 years has led to a substantial amount of misinformation that still exists today and will continue to impact generations for years to come.
Misinformation and stigma is passed down through generations, which means that ideations will perpetuate and continue for decades to come. To some degree, addiction is still being glamourised by both the media and certain parts of society, which tends to paint a picture that addiction is something it simply is not.
In order for things to improve across South Asia, there needs to be substantial change, not just within the media but throughout society as a whole. There needs to be a call for more education within schools and workplaces, as well as more funding and policy action.
How Media Can Be a Catalyst for Change
We all know how much the media can influence society and be a catalyst for change. This is why it is incredibly important that the media across South Asia work hard to portray stereotypes responsibility, especially when it comes to issues such as drug and alcohol addiction.
There are a number of best practices when it comes to responsible storytelling, including researching the story in-depth, using case studies and real life stories as well as hiring consultants on set who have experience with addiction recovery and treatment.
It is incredibly important to make the process as collaborative as possible and use community resources to tell representative stories where possible. Producers across the media need to avoid sensationalism and only telling one side of the story.
They should also include content warnings for those who might be triggered by watching the content, as well as offering helplines and resources for anyone who might need to seek help for addiction issues.
Call to Action to Producers of Media across South Asia
In order for the worsening addiction landscape across South Asia to improve, producers, filmmakers and production companies need to understand the impact they can have on public discourse and commit themselves to helping to reduce the stigma and negative stereotyping that surrounds addiction across South Asia.
Viewers should also use a more critical eye when it comes to consuming the media, and question whether or not what they are watching is truly representative of addiction issues, or whether the portrayal they are watching has been sensationalised in any way.
There are a number of ways the media can partner with public health, including running health awareness campaigns with broadcast public service announcements, or using real life stories and causes to tell important stories whether that is through dramas or documentaries.
There are a whole range of other ways the media can partner with public services, including through educational programming, creating health related content on social media or through crisis communication.
Conclusion
As you can see from above, the media has an undeniable crucial role when it comes to public perceptions and creating stereotypes. When it comes to addiction issues, there is no room for mistakes or misinformation.
Thankfully, the tide is starting to turn across South Asia and we are slowly starting to see more real and raw representations of addiction issues that will break down stigmas and help to save lives. The media has the power to change the narrative surrounding addiction in South Asia for good as more people find the confidence to engage in recovery.
