Problems and Prospects of Anti-alcohol Communication with Underaged in Russia

Consumption of alcohol by underaged is a serious problem for the current and future population of Russia. The study appeared at the junction of such contradictions as 1) legislative incompatibility of the right and possibility of buying alcohol by minors; 2) communication shortage of informational messages aimed at adolescents and 3) prohibitive form of communication. On this basis, it was important to answer key research questions. Firstly, what set of communication tools to combat alcoholism is able to interest teens. Secondly, which tone of communication messages, threatening or motivational, is more preferable for underaged when forming messages on alcoholic subjects. In the process of solving such tasks as conducting a content analysis of regional anti-alcohol measures and identifying the share of communication measures for teens, as well as assessing the level of awareness of current activities of schoolchildren, the information field of adolescents and key opinion leaders for them were additionally determined. The sources of the acquisition of alcohol by underaged were established by interviewing schoolchildren aged 14-18. It is confirmed that adult high school students are participants in the alcoholization of younger schoolchildren by buying them alcohol. Such prospects for anti-alcohol communication activities are identified as working with bloggers, interactive and involving events, as well as the inclusion in the course of life safety of the program on training competent behavior in the state of alcoholic intoxication.