‘No Reefer Madness Please—We're British’: accounting for the remarkable absence of mediated drugs education in post-war britain 1945–1985

Abstract

This paper draws upon archive material to explore the reasons for the absence of any drugs education films, or ‘mass-mediated drugs education’, during the immediate post-war period in Britain. The term ‘mass-mediated drugs education’ is used to refer to any drugs education messages communicated via the mass communication technologies of the twentieth century—the ‘high modern age’. While this might appear a rather narrowly defined interest in media history, the evidence offered in explanation provides some important insights into the assumptions made about mass media by British policy-makers and political elites during the ‘high modern age’ of mass communication. In contrast to Britain, during the same period in the United States, a plentiful supply of drugs education films was generated through the energies and interests of state agencies and moral entrepreneurs. Many of the US films of the ‘reefer madness’ era of the 1930s and the short ‘social guidance’ films of the fifties and sixties still remain in circulation, thanks to YouTube and other video file sharing sites where they are widely relished for their hysterical and wildly exaggerated treatment of the dangers of illicit drug use. However, in Britain there is an absence of any drugs education films or mass-mediated drugs education during the fifties and sixties, while the first government-sponsored mass-mediated drugs education was not produced until the mid-1980s, five decades after the first US films appeared.