The Ideological and Political Dimensions of the Anti-Smoking and Anti-Drinking Video Advertisements in the Republic of Moldova

ABSTRACT

Based on the critical approach in health communication, along with Habermas’s theory of legitimation and Ellul’s theory of propaganda, this qualitative study analyzes the political and ideological dimensions of the video advertisements used in the 2012 anti-smoking and 2014 anti-drinking campaigns in the Republic of Moldova. This analysis shows that these health videos support male domination and exclusion of the poor and legitimate the current political leadership with its declared pro-European orientation. This study uniquely contributes to the critical approach in health communication by focusing on the post-Soviet context in which statehood and national identity are unstable and societies are torn between the Russian and (post-)Soviet influences on one hand and European aspirations on the other. Drawing on critical scholarship in global health communication, this article calls for greater respect and recognition of Moldova’s local culture and definition of health.