«Cinema Against Vodka»: The 1920s Health Education Cinema in the Struggle with Social Deviations (Drunkenness and Alcoholism)

The article shows the role of cinematography and health education films in the fight against social deviations (drunkenness and alcoholism). Communication techniques and methods of persuasion in pre-revolutionary and Soviet cinema are compared. The restored films "Drunkenness and Its Consequences" (1913) and "To Your Health" (1929) were used as sources. Health education films explained the negative impact of drunkenness on work and production, and revealed the negative consequences of alcohol addiction. Demonstrating various manifestations of social deviations (drunkenness and alcoholism), they convincingly proved the harm of alcoholic beverages for both an individual and the entire society. Soviet anti-alcohol cinema propaganda not only warned about the severe outcome of alcoholic delirium (delirium tremens), but also suggested ways to prevent the disease and treat patients. Cultural and educational events (lectures, talks, film screenings) to combat this national disaster were combined with the prohibition and restriction of the alcoholic beverages’ sale.