A Motivational Content Analysis of Health-Oriented Advertisements on Social Media

Abstract

This study aimed to identify motivational barriers in the addiction treatment process from the perspective of clients in treatment centers in Tehran. This qualitative research employed a conventional content analysis approach. Data were collected through semi-structured interviews with 29 clients in addiction treatment centers in Tehran. Purposeful sampling was used, and interviews continued until theoretical saturation was achieved. Interviews were recorded, transcribed, and analyzed using NVivo software. Data analysis revealed three main themes: internal barriers, external barriers, and structural barriers. Internal barriers included hopelessness, self-blame, aimlessness, depression, psychological dependence on substances, resistance to change, and lack of self-confidence. External barriers encompassed family pressures, unhealthy living environments, economic problems, distrust in treatment centers, and social stigma of addiction. Structural barriers involved weak post-treatment support programs, inefficient counseling services, lack of effective motivational policies, non-personalized treatments, and difficulties in accessing treatment services. The findings indicate that motivational barriers in addiction treatment are multidimensional and intertwined, necessitating interventions at individual, social, and structural levels to enhance treatment effectiveness.