Introduction
The rise of substance abuse among Ghanaian youth has become an undeniable issue in recent years (Kyei-Gyamfi et al., 2024; West et al., 2020; Amadu et al., 2024).While substance use among adolescents is not new in Ghana, there is evidence of the rising prevalence of some substances and the use of ‘new substances’ such as tramadol, which have greater intoxicating effects (Kyei-Gyamfi et al., 2023; Brown-Acquaye, 2006). Videos circulating on social media often depict young men and women who are drowsy, high, or unresponsive after abusing substances such as tramadol, alcohol, and other hard drugs. According to Kyei-Gyamfi et al., (2023), about 7% of children aged 8–17 in Ghana are lifetime users of alcohol. More concerning is that this behavior has found a place in mainstream culture, especially in the lyrics of popular music genres like hip hop and trap. These songs often glorify substance abuse, leading many young people to view it as normal or even aspirational. This article explores the complex factors driving this trend, focusing on the role of music, social media, and the psychological impact of substance abuse.
The Role of Music in Shaping Youth Culture
Music has always been a powerful tool for shaping the cultural identity of any generation (The Worlds Times, 2025). In Ghana, hip hop and trap music have become dominant genres among youth (Zicong Chen et al., 2024). However, these genres often carry explicit or indirect references to drug use, excess, and a hedonistic lifestyle. Lyrics that reference tramadol, marijuana, and other substances are not just occasional mentions but sometimes the core themes of the songs. These tracks often highlight the challenges faced by the youths including unemployment, pressure from family members to be breadwinners, poverty among others. The youth are often referred to as “ghetto youths or street boys and girls,” with lyrics illustrating depression and struggles where drugs are portrayed as a coping mechanism. For example, a recent song referenced taking a “red substance” to deal with challenges, which listeners attributed to tramadol. This resulted in a viral trend on TikTok, with the hashtag “wonim red,” meaning “do you know red?” Young listeners, eager to emulate their favorite artists, may begin to view substance abuse as a form of rebellion or a symbol of success.
The influence of Western trends, particularly from American hip hop and trap, heavily impacts local music (Abielah, 2020; Kaluža, 2018). Themes of materialism, drugs, and promiscuity have permeated the Ghanaian scene. The idea that “getting high” or “living fast” is glamorous is not only evident in lyrics but is also reinforced through music videos that glamorise this lifestyle. Constant exposure to such messages normalises the behavior, especially for impressionable youth (Karpagam, 2023; Gwon & Jeong, 2018). This validates the basis on which the social credibility theory was built: messages approved by reliable agents are more likely to be accepted by the audience (Cheah, Koay, & Lim, 2024; Han & Balabanis, 2023; Bogoevska-Gavrilova & Ciunova-Shuleska, 2022).
The Influence of Social Media
As per a survey conducted by the National Center on Addiction and Substance Abuse at Columbia University, it was found that adolescents who visited social networking websites were more often likely to drink alcohol, use drugs, and buy tobacco compared to their peers who neither visited these sites nor visited them less than a typical frequency. The survey had asked 2,000 adolescents about their social media and drug use and 70% of them used social media daily. Researchers found that, compared to nonusers or light users of social media, this segment was: 5 times more likely to buy cigarettes, 3 times more likely to drink alcohol and 2 times more likely to smoke marijuana (Hilliard, n.d.). Platforms like Instagram, TikTok, and YouTube are modern-day amplifiers of trends, and substance abuse is no exception. Videos of intoxicated youths, some sharing their drug experiences for views, circulate widely and often go viral. These videos sometimes depict young people in a state of euphoria, appearing carefree and uninhibited, which can mislead others into thinking that substance abuse is a harmless escape.
Social media also plays a significant role in reinforcing peer pressure. When a video goes viral or an influencer posts about their lifestyle, it creates a sense of validation for others to engage in similar behaviors. The trend is then normalised, as drug use is no longer seen as deviant but as an acceptable or even celebrated part of youth culture. This phenomenon, when unchecked, can profoundly impact the behavior and decision-making of the younger generation.
The Social and Psychological Impact of Drug Abuse
The effects of drug abuse on the body and mind are well documented. Substances like tramadol, which is often abused in Ghana, can cause dangerous drowsiness, confusion, and even death (see Peprah et al., 2020; Danso & Anto, 2021; Saapiire et al., 2021). However, the psychological and emotional factors that contribute to substance abuse are often overlooked. Many young people turn to drugs as a way to cope with the pressures they face, academic stress, family issues, or feelings of inadequacy (see Deng et al., 2022; Sinha, 2008; Richert, Anderberg, & Dahlberg, 2020). The rapid pace of life, financial challenges, and rising unemployment create an environment where escapism becomes an attractive solution. Drugs provide a false sense of relief, offering temporary pleasure or an escape from the harsh realities of life (Fady, 2019; Henden et al., 2013). But this relief is short-lived, and over time, dependence on these substances grows, leading to addiction and long-term mental health issues. Depression, anxiety, and paranoia are common side effects of prolonged drug use. Substance abuse, therefore, becomes both a symptom and a contributor to mental health problems among Ghanaian youth.
Normalising Destructive Behavior: A Cultural Shift?
The normalisation of drug use through music and social media represents a significant cultural shift. In the past, drug abuse might have been seen as taboo or something that only certain groups engaged in. Today, it is more commonly accepted or even glorified in popular culture. For many young people, the message that “everyone is doing it” becomes persuasive, creating a cycle where drug use spreads more easily across social circles. What was once considered fringe behavior is now part of mainstream youth culture, blurring the lines between acceptable and unacceptable behavior.
The broader societal impact is also profound. As more youths engage in substance abuse, the challenges faced by families, schools, and communities multiply. Educational performance declines, social relationships become strained, and mental health issues rise. Yet, there is often reluctance to confront the issue head-on, with many viewing it as part of the larger “youth experience.” This shift could have lasting consequences for the social fabric of Ghanaian society.
Government and Community Response
In Ghana, there are a number of laws prohibiting and controlling the sale and use of drugs to individuals under the age of 18. For instance, the sale of tobacco products to individuals below the age of 18 is regulated by the Tobacco Control Regulations 2016 (L. I. 2247) and the Public Health Act, 2012 (Act 851). Specifically, the Public Health Act, 2012 (Act 851) bans smoking of tobacco products in public and advertisement on tobacco products. For Ghana, anti-smoking campaigns, such as the SKY Girls campaign, employed multi-channels, such as school and community activities, films, and social media, to dissuade the youth from smoking (Hutchinson et al., 2020; Karletsos et al., 2021). The Food and Drugs Authority laws regulating the advertising of food provide that advertisements for alcoholic beverages must not be appealing or aimed at individuals under the age of 18 years. The Food and Drugs Authority is thus required to vet and authorise all advertisements related to alcoholic beverages. Alcoholic beverage companies are equally prohibited from retailing or providing their products as awards for sponsorship schemes within schools. Moreover, the sale of liquor to individuals under the age of 18 is regulated under the Liquor Licensing Act 1970 (Act 331). Act 331 also states that individuals under the age of 18 should not be permitted entrance or presence in any premises which sell alcoholic beverages. Furthermore, the Narcotic Drugs (Control, Enforcement and Sanctions) Act, 1990 (P.N.D.C.L. 236) criminalises the possession of narcotic drugs by any individual without a lawful authority, including children. However, more needs to be done. Education on the dangers of substance abuse, particularly in schools, should be expanded. Media literacy programs that teach young people to critically analyse the messages in music and social media could be a powerful tool in curbing the trend. Additionally, mental health support services must be more accessible to address the root causes of substance abuse.
The role of families and community leaders is equally important. Parents, teachers, and religious leaders must be proactive in addressing the mental health needs of young people and guiding them away from destructive behaviors. Communities can also play a key role in providing safe spaces for youth to engage in positive activities and find alternative outlets for stress and creativity.
Conclusion: Implications for National Security and Social Contagion
The rise of substance abuse among Ghanaian youth is a multi-faceted issue influenced by music, media, peer pressure, and psychological factors. As drug use becomes more normalised in both cultural expressions and social interactions, it poses a serious threat to the well-being of young people. If left unchecked, this issue could have long-term repercussions not only on the health of the youth but also on national security and stability. Substance abuse creates an environment of social contagion, where destructive behaviors spread rapidly across communities, weakening the social fabric and posing a threat to future generations.
The need for collective action, through government intervention, community support, and responsible media consumption has never been more urgent. As drug use continues to rise, it is vital to shift the cultural narrative away from the glorification of harmful behaviors. By prioritising mental well-being and supporting youth in healthy ways, Ghana can begin to tackle this growing crisis and safeguard the future of its young population.
This issue requires critical attention as the security implications of drug addiction among the youth affects the future of the nation and its development. More importantly, tackling it effectively would ensure they are not radicalised or recruited into crime. Comprehensive strategies need to be devised, including treatment, rehabilitation and education. It must be seen more as a security challenge with the capacity to undermine social and national cohesion.
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