Digital Media Model for Combating Drug Abuse Among Adolescents in Iraq

Abstract

The objective of this study is to develop a comprehensive and context-specific digital media model aimed at preventing drug abuse among Iraqi adolescents. This qualitative research employed the systematic Grounded Theory approach of Strauss and Corbin, engaging ten participants including media experts, psychologists, content creators, and digitally active adolescents selected through purposive and theoretical sampling. Data were collected through semi-structured interviews, field observations, and document analysis, and were analyzed via open, axial, and selective coding to build a conceptual model grounded in participants’ lived experiences. The analysis yielded 35 concepts and six axial categories. Findings indicate that extensive exposure to attractive drug-related content and insufficient media literacy serve as the main causal conditions, while a mobile-based media culture and tribal–identity structures form the contextual backdrop. Technological dynamics (algorithms, dark-web practices) and policy gaps function as key intervening factors. Three strategic domains emerged: message redesign (attractiveness, hope-instillation, VR/AR experiences), educational participation (media literacy, family involvement, engagement of cultural and religious influencers), and smart monitoring (AI-based tracking, big-data analytics, influencer diplomacy). These collectively give rise to the core phenomenon of “Smart Identity-Based Prevention.” The resulting outcomes include attitude change, stigma reduction, strengthened social trust, and ultimately, the development of a “healthy digital identity” among adolescents. The study concludes that traditional fear-based prevention models are ineffective in the digital era, emphasizing the necessity of a shift toward identity-centered, engaging, participatory, and technologically enhanced prevention strategies. By integrating hopeful storytelling, advanced surveillance technologies, and youth media empowerment, the model supports digital resilience and long-term reduction in drug-use tendencies.