Foute aannames over drankproblemen kunnen op de schop: “Communiceren over alcoholmisbruik doe je met verstand”
Fake news over alcoholmisbruik ontkrachten met feiten is de beste strategie om het stigma op die aandoening te doorbreken, stelt Kim Claessens, masterstudente bedrijfscommunicatie aan de KU Leuven. Dat zal meer probleemdrinkers ertoe aanzetten om professionele hulp te zoeken.
12,6 procent van de Belgen ouder dan 15 jaar kampte ooit met een alcoholprobleem, bleek uit de recentste gezondheidsenquête van Sciensano. Dat is niet alleen een bijzonder hoog aantal, het is ook een opvallende stijging tegenover een vorig onderzoek in 2013, dat nog uitkwam op een percentage van 9,1 procent. Behalve tot ernstige lichamelijke en psychische gezondheidsklachten kan overdreven alcoholgebruik leiden tot sociale en professionele problemen. En toch komen veel probleemdrinkers er niet toe zich te laten behandelen.
12,6 procent van de Belgen ouder dan 15 jaar kampte ooit met een alcoholprobleem.
Een belangrijke barrière om professionele hulp te zoeken is het hardnekkige stigma dat kleeft op alcoholmisbruik. Mensen zijn bang als alcoholicus te worden bestempeld en sociaal te worden uitgesloten. Dat leidt er vaak toe dat ze nog meer in moeilijkheden komen.
Stigmatiserende stempel
Masterstudente Kim Claessens (KU Leuven) onderzocht hoe het stigma op alcoholproblemen kan worden doorbroken. Dat deed ze in het verlengde van de Roes(t)-campagne van Te Gek?!, die drank- en drugsproblemen bespreekbaar wilde maken. Haar onderzoek vertrok van mediacampagnes die mythes over alcoholmisbruik aan de werkelijkheid toetsen: eerst wordt daarin een ongefundeerde aanname herhaald (‘een alcoholprobleem is je eigen schuld’), om die daarna met feiten te ontkrachten (‘personen met een alcoholprobleem kiezen niet voor hun ziekte’). Claessens stelde vast dat wetenschappers verdeeld waren over het effect van zulke campagnes. “Terwijl sommige onderzoekers stellen dat mythes herhalen een boemerangeffect heeft, bewijzen andere studies dat dat wel doeltreffend kan zijn”, zegt ze.
Als mensen inzien dat alcoholmisbruik geen keuze is, zijn ze bereid hun vooroordelen opzij te zetten.
Om een effectieve communicatiestrategie te vinden, voerde de onderzoekster een enquête uit bij 355 Vlaamse jongvolwassenen tussen 18 en 30 jaar – een leeftijdsgroep die volgens studies bijzonder kwetsbaar is voor drankmisbruik. Ze liet hen een aantal versies van een fictief krantenartikel over verantwoordelijkheid bij alcoholproblemen lezen. Namelijk: als mensen in de overtuiging verkeren dat een patiënt met een psychisch probleem zelf verantwoordelijk is voor zijn of haar ziekte, betekent dat vaak ook dat er een stigmatiserende stempel op die aandoening rust.
Vooroordelen opzijzetten
Uit haar onderzoek blijkt dat het herhalen van mythes over alcoholproblemen er niet toe leidt dat mensen die misvattingen voor waar aannemen. “Het is goed nieuws dat het gevreesde boemerangeffect niet optreedt”, zegt Kim Claessens. “Feiten aanreiken om foute aannames te ontkrachten is dus een goede communicatiestrategie.”
De onderzoekster toont aan dat die strategie ook het stigma op alcoholmisbruik kan verlichten. Zodra mensen inzien dat alcoholmisbruik een aandoening is waaraan de patiënt geen schuld heeft, zijn ze bereid hun vooroordelen opzij te zetten en personen met een drankprobleem niet langer uit te sluiten. “Nadat ze het krantenartikel hadden gelezen, hechtten de deelnemers aan de enquête bijvoorbeeld minder geloof aan het cliché dat zulke mensen een zwak karakter hebben. Dat zorgde ervoor dat ze voor hen eerder sympathie dan afkeer voelden, waardoor ze zich meer bereid verklaarden om een buur met een alcoholprobleem te accepteren”, legt Claessens uit.
Ze onderzocht ook wie die boodschap het best kan brengen. In de krantartikels die ze voor haar enquête gebruikte, kwamen een ex-patiënt en een psychiater aan het woord. “Zowel de ervaringsdeskundige als de medische expert bleek het nodige gezag te hebben om misvattingen over alcoholmisbruik te ontkrachten. De respondenten schatten hun betrouwbaarheid en hun deskundigheid hoog in“, stelt ze vast.
Niet schuldig
Op basis van haar onderzoek geeft Kim Claessens een aantal aanbevelingen voor de bedenkers van bewustmakingscampagnes over alcoholmisbruik. “Wie het stigma op die aandoening wil wegnemen, moet uitleggen waarom personen met een alcoholprobleem niet simpelweg schuldig zijn aan hun situatie. Leg daarbij de nadruk op feiten, selecteer en train ervaringsdeskundigen en medische experts, en blijf foute aannames geregeld corrigeren. Mythes over alcoholmisbruik kun je niet in één keer rechtzetten.”
Blijf foute aannames geregeld corrigeren. Mythes over alcoholmisbruik kun je niet in één keer rechtzetten.
De onderzoekster is kritisch op ontradende slogans als ‘Ons vakmanschap drink je met verstand’ die vaak in reclame van alcoholhoudende dranken opduiken. “Die leggen de verantwoordelijkheid bij de consument, maar mijn onderzoek wijst juist uit dat dat geen goed idee is. Ook communiceren over alcoholproblemen kun je beter doen met verstand”, zegt Claessens.
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