Bulgaria Archives - Not Even Past

Notes From the Field: Bulgaria’s Tolstoyan Vegetarians

It seemed like a bad idea at the time, but I did it anyway. Maybe, just maybe, there was hope that the little museum in the Bulgarian mountain village of Yasna Polyana would be open. Established in 1998, the museum contained the intellectual remnants of the Bulgarian Tolstoyan community, who had created an agricultural commune in the village of Alan Kayryak in 1906-07. They renamed the village “Yasna Polyana” (clear meadow) after Leo Tolstoy’s famous estate, Yasnaya Polyana.

I had visited Bulgaria’s Yasna Polyana–with its shortened adjective form “yasna” (instead of “yasnaya”) before. Two summers ago I had made the long trip, braving the bumpy windy roads of the Bulgarian Strandja—a mountainous region on the SW coast of Bulgaria where the village is perched. But that summer my efforts had been in vain. The museum was closed and locked “for renovation.” As I peeked through the dusty windows in frustration, huge storks looked down on me from their nests on the nearby utility poles. They seemed to laugh at my American optimism, until I finally gave up.

And yet I returned this summer, without confirming that they were open; I could find no phone number or email online. This time google maps betrayed me, sending me down what seemed to be a sheep trail in my rental car. Still, I made it through intact and, as luck would have it, the wonderful curator of the museum was there! She generously allowed me to peruse their collection of crumbling old newspapers, carefully stacked in a back cupboard. As I gleefully thumbed through the materials, snapping pictures on my iphone, the fascinating world of the Bulgarian Tolstoyans opened up to me.

Museum pamphlet “Bulgarian Yasna Polyana” showing key members of the the movement with Tolstoy hovering above them (via Mary Neuburger)

Tolstoy was a figure of global importance in this period. It was not just his famous novels—like War and Peace and Anna Karenina—that brought him fame. He became a towering figure in global exchanges about the moral and ethical concerns of the day. His essays and other writings made him into an intellectual leader and model on a range of philosophical, spiritual, and social questions. Tolstoy cultivated contacts with like-minded people from around the world, though he never approved of the idea of a “Tolstoyan” movement.

And yet one emerged. Before and after his death in 1910, Tolstoyan communes mushroomed around the world, from the US to South Africa—where Mahatma Gandhi set up an ashram named the “Tolstoy colony” near Johannesburg. At the same time, many of the Bulgarian movement’s leaders made the pilgrimage to Tolstoy’s estate in Russia’s Tula province. Khristo Dosev, for example, spent a number of years in residence there and became extremely close to Tolstoy and his inner circle. Dosev became a direct line of contact between Tolstoy and his followers back in Bulgaria. They translated, published, and made every effort to popularize the ideas of Tolstoy in Bulgaria.

By 1907 Bulgarian Tolstoyans had broken ground on their own agricultural commune in Yasna Polyana. Its adherents established a number of agricultural communes across Bulgaria in the years that followed, but Yasna Polyana remained the movement’s epicenter. Its members set up their own printing press for its many publications, which stressed “Tolstoyan” ideas like non-violence, but also temperance, and vegetarianism. The ties to Tolstoy were so strong that many claim that he was headed to Bulgaria in his final days—when he famously left his family estate and headed south. Alas he died along the way. But if anything the Tolstoyan movement gained in strength after his death, especially in the aftermath of World War I. The massive human casualties of the war brought an even greater urgency to the Bulgarian (and global) Tolstoyan project.

Stefan Andreichin (via Mary Neuburger)

In the Bulgarian Tolstoyan museum on that hot July day, I was most interested in the vegetarian strand of the commune’s intellectual and organizational work. I focused my reading (and scanning) on the Bulgarian Tolstoyan newspaper Vegetarian Review (Vegetarianski Pregled), edited by an important member of the movement, Stefan Andreichin. The history of vegetarianism in Bulgaria will be featured in my book on the history of food in Bulgaria. In a chapter that focuses on meat, I will explore the making of a modern meat-eating culture, but also on the vegetarian counter culture that hotly opposed this transition.

This story is best told in global context, and meat was one of the most hotly debated food sources in history—in the past as today. Is eating meat a human instinct, or a learned behavior? Is it the gold standard of fortification or will it kill us? Even if it is good for the human body, what about the ethics of killing animals, the implications of modern methods, or the environmental impacts of meat-eating?

These questions and many more were debated on the pages of Vegetarian Review, in the years between the World Wars. For philosophical grounding, its contributors looked to ideas on vegetarianism that Tolstoy’s famous 1892 essay, “The First Step,” linked to non-violence and Christian ethics (along with a range of other spiritual traditions). Bulgarian Tolstoyans also sought intellectual scaffolding for their vegetarian convictions in famous ancient, medieval and modern vegetarians—from Pythagoras to Buddha, and Henry George to George Bernard Shaw. In addition, the journal featured articles on vegetarian strictures embedded within movements of local origin–namely the Thracian worshippers of the poet, musician, and prophet Orpheus and the eleventh-century dualist Christian sect, the Bogomils.

This preoccupation with historical precursors was coupled with a pointed critique of the industrial machine of modern animal slaughter and meat processing. In Vegetarian Review, “civilization” was derided for turning people into pleasure seeking “machines,” that could “swallow muscles and gnaw on bones” of poor innocent animals. The Chicago stockyards—since the late nineteenth century the epicenter of modern meat production–were seen as a kind of mass death camp. As an article on the pages of Vegetarian Review alleged, “In just one world city, Chicago, 54 million animals, cows, lamb, sheep, pigs and others are killed a year, with enough blood flowing from them to fill a huge reservoir.”

Cover of the Vegetarian Review (via Mary Neuburger)

This clear ambivalence towards “progress,” however, did not preclude the Tolstoyans from formulating a vision of the future. Indeed, far from retreating into the past, Tolstoyan authors advocated change, a “new life,” which they claimed was only possible without “the remains of death in our teeth.” Keeping up with the times, the Bulgarian Tolstoyans enlisted new streams of thought in nutritional science, economics, and ecology in their effort to convince a mass audience beyond its narrow circles. Vegetarianism was offered as a solution to a range of social ills, including the pervasive violence and self-destruction that seemed to be bringing the modern world to the brink of extinction.

Many—though perhaps not all—of their arguments still ring true today. And yet, after a day of reading in the museum, I have to admit that I could not forgo a heaping plate of grilled kebabche — spiced meat patties — to accompany my glass of wine at a restaurant in nearby Sozopol. This region of Thrace, after all, was the ancient home to the cults of Orpheus and Bacchus. And as a historian and enthusiast of food, I had to partake of the local cuisine. And let’s not forget, that I was raised amidst the American cult of meat, in which meat was both seen as necessary protein source and the height of pleasure and leisure—just pull that burger off the barbeque and enjoy. This cult had clear (although distinct) echoes—my research had shown—behind the Iron Curtain. And yet, in both contexts—as globally—there were very locally situated anti-meat schools of thought. In this region those ideas and practices went back to ancient times, but were articulated most powerfully by the interwar Tolstoyans.

Also by Mary Neuburger on Not Even Past:

The Prague Spring Archive Project
Tobacco & Smoking in Bulgaria
The Museum of Sour Milk: History Lessons on Bulgarian Yoghurt
Cold War Smoke: Cigarettes Across Borders
Notes from the Field: From Feasts to Feats (or Feet) on the Coals

Notes from the Field: From Feasts to Feats (or Feet) on the Coals

By Mary Neuburger

This summer I conducted research in, but also beyond, my regular haunts, namely the dusty old libraries and archival reading rooms of Sofia, the capital of Bulgaria. After several days in Sofia, I took to the mountains to follow the paths of ethnographers, tourists, and pilgrims who have written about this distant borderland of Europe over the past 200 years. To this day, Bulgaria has remained a kind of distant terra incognita, beckoning “adventure” travellers to the edge of the European continent. All the more reason for travellers – foreign and Bulgarian – to record their journeys, to map the remote physical and cultural recesses of this Balkan periphery, always seemingly “backwards,” in transition, and “off the beaten track.”

The veritable sea of travelers’ accounts are among the sources that inform my current book project, a cultural history of food and drink in the Eastern Balkans, with a focus on Bulgaria from the 1860s -1989. Bulgarian foodways were clearly imprinted by the Empires that ruled or influenced the region, from the Ancient Greek, Roman, Byzantine, Ottoman, Russian, Austro-Hungarian, to the Soviet.

Some of these travellers were Bulgarians, mapping their own homeland and defining their own nation as they went, with the culture of food and drink as important components. But many more were foreigners who consumed and assessed food and drink as sources of pleasure and anxiety. They mapped patterns of restraint and gluttony, as well as the connections of food with identity, healing and magic. They often used practices of food and drink—production, preparation, and etiquette—as a way of forming or confirming their own opinions about locals as savage and barbaric, or alternatively as vigorous and sensible. Such accounts include mouth-watering descriptions of home-cooked meals and local inn or restaurant fare from the days of treks on oxen-drawn carts. The denouement of the story is the 1960s and 1970s when cities of leisure grew out of the snake-infested sands of the Bulgarian Black Sea coast to accommodate millions of visitors from both sides of the Iron Curtain. My interest is in the ways that food and drink fit into old and new rituals surrounding leisure and pleasure. As critical to this story, I explore how foreign travellers and local tourists were part of the transformation of such patterns over the last century. I am also particularly interested in patterns of restraint and abstinence, whether they were intellectual movements of the interwar period or state-directed patterns of pleasure and leisure under communism.

One of my plans for this summer was to follow the well-worn paths of my traveller-authors. This led me to one particularly remarkable place, namely to the village of Bulgari in a spectacular mountainous region called the Strandja, which borders Turkey and spills down to the Black Sea coast in southeastern Bulgaria. I planned my visit to Bulgari carefully, so that I would be there on the feast day of Constantine and Elena, June 4 by the Julian calendar, the day when the nestinari or fire-dancers perform their well-known ritual. Numerous foreigners and locals have chronicled their observations of the nestinarstvo — the ritual of waking on hot coals — which reportedly dates back thousands of years to ancient Thracian times. Locals claim that the originally pagan ritual has been practiced more or less continually since that time. Eventually Christianized, nestinarstvo was also passed on to successive waves of Greek and eventually Slavic residents who moved into the region. The practice was once much more widespread, but Bulgari is one of the last places one can still see the practice in its most elaborate enactment.

1The Nestinarka or coal-walker (in white head scarf) swirls a small urn of burning embers in the air at the beginning of the procession with holy icons into the woods. (Village of Bulgari, in Southeastern Bulgaria, June 2015).

The Nestinarka or coal-walker (in white head scarf) swirls a small urn of burning embers in the air at the beginning of the procession with holy icons into the woods. (Village of Bulgari, in Southeastern Bulgaria, June 2015).

The morning of June 4, 2015 began with a series of prayers in the main church and the ceremonial removal of the icons depicting St. Constantine and Elena (The Byzantine Emperor, Constantine and his mother, Elena). The icons were taken in a solemn procession to the tune of a mesmerizing beat from a drummer and gaida (Bulgarian bagpipe) player. First, the local priest and a number of important participants, including the head nestinarka, or female coal-walker, led a small crowd to a chapel across the main square. There a series of rituals were performed, including a kurban or sacrifice of a sheep by the local priest. The procession continued, with the nestinarka carrying a vessel with burning embers, down a wooded path to a glen where a well and a small chapel were nestled. While blessings took place around the well, icons were placed in a small structure for those assembled to file pass, view, and kiss. Eventually the gathering dissipated until noon, when a huge bonfire was lit in the village square, with an accompanying horo (circle dance) to drumming and bagpipes. By evening folk singers and dancers were featured on an adjacent stage and the square begin to fill with hundreds of people, mostly Bulgarians. As live Bulgarian folk music was pumped over a loudspeaker, a line of hundreds of people snaked around the village square while the bonfire burned down to glowing coals.

2The kurban or sacrificial ram hangs from a hook, while being blessed by an Orthodox priest. The ram’s head is in the foreground on a chopping block. Village of Bulgari, in Southeastern Bulgaria, June 2015).

The kurban or sacrificial ram hangs from a hook, while being blessed by an Orthodox priest. The ram’s head is in the foreground on a chopping block. Village of Bulgari, in Southeastern Bulgaria, June 2015).

Finally, at a little after ten o’clock, the red hot coals were raked out into a starfish shape in the center of the square, with the crowd on all sides pushing against a protective rope. Suddenly the only music was the single drum and bagpipe and three women and three men began to dance across the burning embers. In a trance-like state they moved rhythmically back and forth across the coals to the drumming and bagpipes, icons in hand – held high overhead—a large crown oohing and ahing.

The hot coals are spread with a large rake in preparation for coal-walking ceremony to begin. (Village of Bulgari, in Southeastern Bulgaria, June 2015).

It may be possible to explain how people can walk on hot coals, but I am more interested in the layers of historical sediment that surround the event. First there is the notion that this ritual has been practiced for thousands of years and the current commitment to honor, if not partially reinvent, that tradition. But even more interesting for my current work is the ways in which the event became a site for the intrepid tourist pilgrimage. By the interwar period it is featured in numerous travelogues, and a form of the practice was featured at Black Sea tourist hotels in the communist period. As a site for local tourist observation and participation, the nestinarstvo was and still is deeply connected to food and drink. For example, as chronicled in Ikons and Oxen, Philip Thornton and his resolute party, traveling in 1938, bring to Bulgari a cook from their Black sea hotel and, “Ten pounds of lamb, a gallon of red wine, five bunches of onions and two of carrots, a bottle of butter, a three-pound bag of rice, and a pound of salt.” The salt, the cook explained to Thornton, was to trade to locals for use of their hearths to cook the hearty lamb stew, which they washed down with tasty local wine.

Food and drink were more than just sustenance and pleasure for the traveling visitors. They were (and still are) deeply implicated in the day’s events and rituals. Food was always central in pagan religious rituals and feasting and fasting were deeply embedded in Orthodox Christianity. St. Constantine and Elena Day was a feast day, in which locals pitched in to purchase the kurban, or animal for sacrifice, that was later eaten by the nestinari and others in attendance. Bread has also historically been part of the day’s ritual, and this time pieces of a large loaf were offered to all present at the morning ceremony. Today, a whole street of food vendors catered to tourists and pilgrims who ate and drank throughout the whole day. The ritual feasting included a lamb roasting all day on a spit, a range of other grilled meats, breads, traditional local salads of cucumber, tomato and feta, and generous amounts of local wines, plum brandy, and beer.

Wine has been produced in this region of Bulgaria, which is part of the larger region of Thrace, since ancient times. This is, in fact, the land of the cult of Dionysus (or Bacchus), the Greek (and Roman) God of wine and pleasure. Even more so than food, alcohol consumption is the subject of enjoyment, but also intense scrutiny by foreigners and locals in the period I study. In addition to the cult of Bacchus, this region was also the source of the 11th century Bogomil heresy – one of the first “Proto-Protestant” rebellions against the decadence of the established Christian church. Among other things, the Bogomils practiced temperance and vegetarianism, and as such were a cult of restraint in all manners of consumption. Eradicated by the Byzantines in the 13th century, the “Bogomil legacy” seemed to live on, according to foreign travelers, among other Slavic “fanatics,” including the largest Tolstoyan movement established outside of Russia in early twentieth century. In fact, the Bulgarian village of “Yasna Polyana,” was not far from Bulgari in the Strandja region. Bulgarians set up a commune here in 1908, naming it after Tolstoy’s commune and estate in Russia, Yasnaya Polyana and where they published many of Tolstoy’s works that were banned in Russia. This summer I visited Yasna Polyana, where a recently consecrated bust of Tolstoy presides on the main square.

Bulgari and Yasna Polyana serve as different kinds of markers on what Ivan Hadzhiiski, the founder of Bulgarian sociology, called the “moral map of Bulgaria.” His copious writings from the 1930s, charted the contours of Bulgarian everyday life.. As he rightly notes, the morals of “gastronomy” were defining features of Bulgarian tradition, as well as its transition to modernity. Of course this is not just for Bulgarians. As my favorite historian of food, Felipe Fernández-Armesto notes in his Near a Thousand Tables, food “matters most to most people for most of the time.” The words of Armesto, like Hadzhiiski, accompanied me on my tour, from town to town, from table to table.

Mary Neuburger on Tobacco & Smoking in Bulgaria

The global history of tobacco—the weed that captured the hearts, minds, and imaginations of so many in the twentieth century—has been told in splendid and enlightening detail. Historians have delved into the stark economic, political, and social implications of the production, consumption, and exchange of this commodity in various national contexts, most notably the United States.

In writing Balkan Smoke, I wanted to explore the ways tobacco drove historical transformation in Bulgaria, a place often left out of these global histories. On the periphery of Europe and Asia, and in the path of various geopolitical interests, Bulgaria became a tobacco “center” of its own in the twentieth century. Balkan Smoke explores Bulgaria’s global economic and political entanglements via tobacco, with the Ottoman Empire, Central Europe, The Soviet Union and the Bloc, and the West, including the United States. From provisioning the Ottoman Empire (which Bulgaria was a province of until 1878), to supplying Nazi Germany and then the Soviet Union, by the 1960s Bulgaria became the largest exporter of cigarettes in the world.

A prodigious literature has also outlined how tobacco—as one of the global “big three” drugs of choice along with alcohol and coffee—has served as a central chemical palliative in the modern era. Tobacco—brought to Europe, the Near East, and the rest of the globe from the New World—seduced consumers but also provoked public scrutiny and debate. Perhaps in part this was because smoking rituals moved west from the “Orient”—more specifically the Ottoman lands. Oriental-style smoking rooms, for example, became an escapist symbol of wealth and excess for the West to emulate, appropriate, and domesticate.

This was also true of the more public coffeehouse institution, and coffee itself, that was directly imported from the Ottoman Near East to Western Europe beginning in the seventeenth century. As many scholars have argued, smoking played a role in new patterns of consumption, commerce, sociability, and even political mobilization in the West. In the Ottoman lands, the smoke-filled coffeehouse had also played similar roles, but with peculiarly local patterns.

Specifically, smoking and the coffeehouse had been always firmly associated with the Muslim coffeehouse, as opposed to the Christian tavern. Bulgarians were directly ruled by the Ottomans from the 15th-19thcenturies and lived among large Muslim populations. Yet it was not until the nineteenth century that they began to enter the Muslim coffeehouse, where they conducted commerce and local administration, read newspapers, and engaged in debate. It was then that they learned to smoke, as they came of age politically and culturally, and as their national movement gained momentum. Indeed, over the course of the nineteenth and twentieth centuries, smoking, like the tobacco industry itself, drove social change, accompanying and even propelling a certain “coming of age” for social groups who joined the ranks of passionate smokers.

As Bulgarians entered the coffeehouse at home, they also began to frequent European cafes and discover themselves as “Bulgarians” abroad, amidst the intellectual ferment of Paris, Vienna, and St. Petersburg. Soon Bulgarians began to establish coffeehouses at home that took on increasingly European characteristics, mainly aesthetically. For example, the traditional hookah was replaced by the newly minted cigarette. Paraphernalia became a marker of modern, European sensibilities, as coffeehouses became places of intellectual and cultural activity, and tobacco became a muse for generations of the Bulgarian elite. In the interwar period, in particular, the coffeehouse was at the heart of intellectual life, though other kinds of smoke-filled venues mushroomed in the Bulgarian capital and elsewhere in Bulgaria.

Smoking became the quintessential modern habit, a necessary accoutrement for the modern man and eventually woman, in both the sober coffeehouse and the drunken tavern. Women and youth slowly entered this world of public smoking in the course of twentieth century, a fact that impelled anti-smoking impulses (however meager).

In some respects this is a familiar story, with obvious global parallels, yet the Bulgarian context continually reveals it own particular nuances. In pre-1945 Bulgaria, for example, anti-smoking impulses flowed from two rather disparate sources, American (and Bulgarian convert) Protestants and the communist left. Both had a radical vision for “moral uplift” and social reform and utopian visions of the future. But both were also, in a sense, foreign, and so faced local and official hostility in the period before 1945. Most Bulgarians simply did not want to give up their new found pleasures, and the state was an important beneficiary of tobacco industry revenues and consumption taxes. In the post World War II period, the dramatic change to a communist form of government brought an entirely new set of practical and theoretical quandaries. The Bulgarian tobacco industry took off, producing ever greater numbers of increasingly luxurious cigarettes for the enormous “captive” Soviet and Bloc market.

There was also a veritable explosion of state built and run restaurants, cafes, hotels and sea-side resorts in the later decades of period, as the state sought legitimacy by providing the “good life” to its workers. By the 1960s and 1970s, however, communist state-directed abstinence efforts emerged, along with heightened concerns over the growing numbers of smoking women and youth. The Bulgarian communists continually connected smoking to “western” moral profligacy and “remnants” of a capitalist past, as well as “Oriental” degeneracy—or Bulgaria’s backwards, Ottoman past. Yet the state continued to provide cheap cigarettes and places to smoke them as never before. Bulgarian smoking rates skyrocketed under communism and the period generated a society of smokers for whom the voice of abstinence was just another form of state propaganda.

Since the 1989 collapse of communism, smoking is still central to leisure culture in Bulgaria. The gleaming new post-communist cafe, cocktail bar, pizzeria, and now McDonalds are still smoker-friendly. Although the tobacco industry was devastated by the transition, a 2010 bill to prohibit all smoking in restaurants, bars, and other leisure establishments failed to pass through the Bulgarian parliament. Smokers are digging in deep in order to maintain what one Bulgarian friend told me is their “way of life.” History helps us understand why, as the world gradually pushes tobacco smokers out in the cold, in Bulgaria they are still welcome inside.

Cold War Smoke: Cigarettes Across Borders

by Mary C. Neuburger

In 1998, as the a result of a court case waged by a number of US states, cities, and counties, the tobacco industry paid 42 billion dollars in damages, had to cease most forms of advertising, and had to release some 36 million pages of documents. The excerpt of a document presented here is one of those millions of private tobacco industry documents, now available online. This document comes from a case concerning cigarette advertising. In 1986 Frank Resnik, the President and CEO of Phillip Morris, testified before a US House of Representative subcommittee on “Health and Environment,” where he constructed a case for the continued “right” to advertise tobacco products. His argument was based on a rationale that called upon the still ubiquitous logic of the Cold War.

Resnik’s central argument was simply and clearly that advertising does not increase the total number of smokers in any given society; that advertising influenced smokers’ choice in terms of brand and variety, but did not increase the number of smokers overall. His primary evidence for such an argument was that behind the Iron Curtain, where there was no cigarette advertising whatsoever, cigarette consumption had increased by 30% between 1970-1984. With Cold Warriors in his audience in mind, Reznik characterizes the lack of cigarette ads in the Bloc as symptomatic of an “endemic repression of the very freedoms which we Americans cherish.”

Collinsville, Illinois (photo by Lyle Kruger)

Such apparent distaste for the communist enemy, however, did not preclude American tobacco companies from engaging in lively trade in tobacco and tobacco technologies with the Eastern Bloc beginning slowly in the early 1960s with an East-West détente. By the 1970s company documents reveal an intensified interest in penetrating Bloc markets in a period when smoking rates in the United States were -2%, and communist Europe had some of the highest rates of increase, along with the “developing world.” While Russia was by far the biggest market in the Bloc, little peripheral and Soviet-loyal Bulgaria was by far the biggest producer of tobacco and cigarettes. In fact, between1966 and 1989, Bulgaria was either the largest exporter of cigarettes in the world, or second only to the US.

Cigarette Factory Workers, Pleven, Bulgaria (photo by www.lostbulgaria.com)

Bulgaria became one of the most important points of entry for Phillip Morris, RJ Reynolds, and other US tobacco companies to penetrate the Iron Curtain into a growing and untapped market. While the direct imports of cigarettes into the Bloc remained limited, Bloc states signed licensing agreements with US companies in the mid-1970s that resulted in the production of Marlboro (Phillip Morris) and Winston (RJ Reynolds) in local factories. These “American cigarettes” were highly seductive to local consumers, as other Western products that were largely available in hard currency stores or carried across the border in suitcases by the lucky few who could travel to the West. If Bulgarians and other Bloc citizens could not go to America, they could at least hold its glossy packaging in their hands, and inhale its particular blend of taste and nicotine that was quite distinct from the Bulgarian “Oriental” variety. In the late communist period, American cigarette brands perforated the Iron Curtain in a sustained and successful way, paving the way for a post-communist flooding of local markets.

But Resnik, of course did not mention such facts at the 1986 session of the House Health and Environment committee. He did not mention that with the leveling off of US markets the communist world had become an explicit target of tobacco trade and that the industry had been among the first to push US entry into these markets. Instead he called upon the House committee members as freedom-loving Americans to reject all legislative proposals to ban or restrict tobacco advertising. By 1986, however, the industry was rapidly losing ground to an organized and effective grass-roots anti-smoking movement. As of August 1986, tobacco ads were no longer allowed to appear on TV. Yet in the Eastern Bloc, where ads had never been on TV, smoking rates continued to rise among men, women, and youth. Perhaps Reznik was right in saying that advertising had no role in increased smoking rates, rather smoking was a by-product of communist modernization projects, with their accompanying new modes of leisure and consumption.

The rapid rise in smoking in the Bloc eventually raised concerns about tobacco and health, and Bloc states have waged fairly serious anti-smoking campaigns since the 1970s. Such campaigns, however, were largely ignored by local populations. Anti-smoking came from the wrong messenger, and what little “freedoms” people had – like an afternoon smoke break—were held onto tightly. Hence unlike the United States, communist citizens were largely resistant to the anti-smoking campaigns that stopped smoking as a mass consumer phenomenon in the West in its tracks. To this day, the former communist states (and still-communist China) have among the highest smoking rates in the world. While the Western cigarette easily seduced (and still seduces) these populations, the Western propensity to kick the habit is more contested. As Frank Reznik might have once interpreted it, the “right” to smoke is still valued by people from large swaths of the globe, particularly the lands once (or still) ruled by communists.

Watch for our November feature on Mary Neuburger’s new book, Balkan Smoke: Tobacco and the Making of Modern Bulgaria

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