The role of alcohol in the Azerbaijani media and the impact of alcohol on society

Alcoholism is one of the most important problems in almost every country in the world. This problem is partially seen in Azerbaijan as well. Alcohol has been presented to society in different periods in many different ways. Today, the media stands out as one of the most important actors of this presentation and its effects are seen on people of various age and social class categories. An eclectic methodology is used in this study. A formal analysis of whether there is alcohol use in a certain period of films or not makes up the first code of analysis whereas it is followed by a structural analysis on the structural similarity ratio of films of the same periods. Content analysis is accepted as a kind of basis in order to obtain data regarding the contexts and environments determining alcohol use in these films. Functional analyzes were used regarding the functions of alcohol in the films as well as their importance in the narratives. And impact analysis seemed to be crucial in order to determine the effects of the movies on the side of the audience. In this study, some basic information is presented about the Azerbaijan state, Azerbaijani society and the current situation in the Azerbaijani media. Then, briefly, data on the history of alcohol and its effects on human beings follow as well as the complications caused by alcohol. The place of alcohol in Azerbaijan is discussed, as well as the economic values and the negative impact of alcohol in the country, the position of the state, the laws and precautions. The study further elaborates the status of alcohol in Azerbaijan, its economic value in the country as well as nuisances it has caused and the Government's 'counter-alcoholism' efforts, also looking into how alcohol is presented in the Azerbaijani media, including alcohol settings on the Azerbaijani silver-screen with brief information, also, on the history of Azerbaijani cinema. The study in this framework aimed to present the attributed values to alcohol within the media samples and through the discussion of them as well as referring to statistical data it also aimed to warn the Azerbaijani society regarding the negative impact of media and consequences of uncontrolled consumption of alcohol. In this regard, top three movies produced during the Soviet era, after the independence and after 2000, where alcohol is most prominently portrayed have been selected and studied to discern whether or not the media has any impact on the proclivity towards alcohol. Throughout the study, a comprehensive literature search was conducted in the libraries in Turkish and Azerbaijani Turkish (Latin and Cyrillic alphabets) books, scientific articles, journals and Russian information. Interviews with academics from different generations through social media and making use of the various Azerbaijani government agencies and some Russian websites enriched the content of the study. There seems to be not enough studies on alcohol use in Azerbaijan, neither on alcohol addiction in Azerbaijan society, nor on alcohol representation in Azerbaijani cinema. Thus, this thesis is expected to become one of the original studies in the field. Translation of Azeri and Russian sources used in the study is my own. Keywords: Representation of alcohol, Media, Azerbaijan Society, Azerbaijani Cinema