Imbibing the Future: Alcohol Moderation and Modernity in 1960s and 1970s East German Broadcast Media

Abstract

This article explores the representation of alcohol on East German television, radio and film in the 1960s and 1970s. It analyses the state media's attempts to strike a balance between preaching moderation in the name of public health and co-opting the cultural legacy of beer, particularly for working-class men. The attempt to accomplish both goals simultaneously resulted in a seemingly contradictory programme of public messaging that reveals efforts by the socialist leadership to calibrate their vision of a modern socialist future to accommodate the persistent power of a cultural commodity in Germany.