THE NORMALIZATION OF DRUG USE AMONG ADOLESCENTS: THE ROLE OF SOCIAL MEDIA IN REDUCING RISK PERCEPTION

Abstract

This chapter provides an interdisciplinary analysis of the growing normalization of drug use among adolescents, with a particular focus on the influence of digital environments and contemporary cultural transformations. Initially, adolescence is examined as a developmental stage characterized by neuropsychological vulnerabilities, including impulsivity, the need for social belonging, and reduced risk perception, all of which increase susceptibility to substance use experimentation. The discussion then shifts to the cultural transformation in the perception of drugs, highlighting the transition from a predominantly punitive framework to a more permissive and, in some contexts, normalized view of consumption. This shift is further reinforced by popular culture and, especially, by social media platforms, which contribute to shaping the symbolic acceptability of drug use through content that often romanticizes or trivializes associated risks.Additionally, the chapter explores the role of algorithms in amplifying and reinforcing such narratives, as well as the lack of effective preventive counter-narratives in digital spaces. As a result, there is a noticeable decline in adolescents’ risk perception, leading to earlier initiation, increased experimentation, and negative impacts on academic performance and family relationships. Finally, the chapter addresses the contemporary challenges of prevention, emphasizing the limitations of traditional approaches and the need for evidence-based strategies. These include media literacy education, strengthening risk awareness, and coordinated efforts involving schools, families, and public policies. The conclusion underscores that effective prevention in the current context requires innovative, informative approaches aligned with the digital realities of adolescents.