• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site
For visually-impairedUser profile (HSE staff only)Search

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

Student: Anastasiia Zharikova

Supervisor: Lyubov A. Tsyganova

Faculty: Faculty of Communications, Media, and Design

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 10

Year of Graduation: 2019

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.

Full text (added May 15, 2019)

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses