This master’s thesis examines the role of social media in informing young people about harm reduction practices related to the use of psychoactive substances in nightlife settings. The theoretical section outlines key characteristics of substance use among adolescents, the principles of the harm reduction approach, and the specific features and risks associated with young people’s engagement with social media. Particular attention is given to online interventions, which are becoming an increasingly important tool for youth-oriented information and education.
The empirical section combines a quantitative survey with a qualitative content analysis of Instagram posts to examine how young people perceive content shared by relevant organizations and to what extent current practices meet their needs. The findings show that young people consider Instagram a suitable and appealing channel for accessing harm-reduction information, although it is not their primary source of knowledge about psychoactive substances. Analysis of posts from two organizations shows that both largely meet young people’s expectations, while also identifying opportunities for greater interactivity and a wider range of content. Overall, the results confirm that online interventions delivered through social media are an effective way to inform young people, especially when professional expertise is combined with engaging and accessible formats.
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