If it is that alcohol brings about such a number if negative issues, why is it not only legal, but in some cases accepted? Although it is that we have placed a limit on what we as a society will tolerate, we still allow the use and consumption of a potentially unhealthy, dangerous, and even deadly substance when consumed at sometimes even moderate amounts. So why is it that there is even the mixed message that exists in our society?
Alcohol has made its way over time out from just the taverns and bars from coast to coast. Once you also factor in the number of restaurants, sporting events, fairs and festivals, hotels, and night clubs, just to name a few, alcoholic beverages have become a typical part of everyday choices. Liquor stores and package shops are not the exclusive venues any longer for purchases. Now with a simple trip to the grocery store, or at a stop to get gas at the local convenience store, an adult can make a legal purchase of anything from cans to bottles, cases and in some locations even kegs of whatever alcoholic beverages they may want.
Is Drinking Alcohol Cool? Not only is alcohol extremely accessible in our society but there are also a number of factors that reinforce the idea that drinking alcohol is “cool.” For instance, consider beer advertisements and commercials on TV. Indeed, it can be argued that some of the most memorable, funniest, and “best” commercials and advertisements on TV have been those that were associated with drinking beer. To push the point further, why would beer manufacturers spend millions of dollars for a commercial during the Super Bowl if this expenditure did not lead to more sales? From a slightly different perspective, consider professional athletes and movie stars who, by their actions and advertisements, reinforce the idea that drinking alcohol is “cool.”
Religious Rituals and Cultural Traditions. When religious rituals that make use of alcohol, cultural traditions that encourage drinking alcohol, special events and holidays that are associated with drinking alcohol, and the increasing popularity of adding alcohol to food for enhanced flavor–when all of these are factored into the equation, it becomes obvious that alcohol is deeply ingrained in our society. The point: when people are surrounded with alcohol and bombarded by events, traditions, holidays, and advertisements that are alcohol-related, it becomes part of their socialization process that in turn makes it easier to simply accept that they should drink alcohol if they are to “fit in” and become members of our society.
Alcohol Abuse and Drinking While Driving. If the prevalence, acceptability, and accessibility of alcohol represent the one side of the coin regarding the mixed messages in our society, then the dangerousness, unhealthiness, and illegality represents the other. Indeed, consider the numerous negative and harmful messages and statistics associated with alcohol abuse and drinking while driving that we have heard from the medical community, federal government, police, politicians, organizations such as MADD, and school and college administrators.
Mixed Messages and Their Consequences. When something like alcohol use is so intimately ingrained in the fabric of our society, it becomes extremely difficult to significantly alter its use and abuse in a comprehensive and beneficial manner. I assert that one of the consequences of the mixed messages about alcohol use and abuse in our society it that it becomes extremely difficult for many individuals, especially our youth, to realistically see the destructive, unhealthy, and sometimes fatal aspects of alcohol abuse.
Unfortunately, Mixed messages have also been a result of our judicial system and the ways it has dealt with offenses relating to alcohol. Until recently, many repeat DUI offenders have received only a slap on the wrist and in turn these offenders have typically continued their behaviors. Alcohol has also been a predominant part in many domestic and assault cases.
Now however, some states are becoming more reality and accountability based in regards to these offenses. Laws have been passed making it a felony when a person receives his or her 4th DUI within a ten-year period. This sentence also carries time served in prison and hefty fines of thousands of dollars.
Jail time itself is not the only solution to those with alcohol issues. Unless the underlying need for drinking is discovered and dealt with while being incarcerated, many will return to the same self destructive habits once they are released. With alcohol intervention and treatment in jail, the individual is in a stable and environment with a positive success rate. Those who have participated in a alcohol treatment program are more likely to return to society as a productive and responsible person, ending their drinking and driving and therefore avoiding becoming a repeat offender in the system.
While there are those who preach “responsible behavior”, who defines what is considered to be responsible? One person might say that posting a sign warning that the road comes to an end is exhibiting “responsible behavior.” The next person may say that a sign is simply not enough, and the road should be barricaded to prevent cars from traveling any further. This example is basically saying that a warning is not enough, we must put preventative measures in place to prevent dangerous effects.
So why if as a whole, we say we know of the dangerous consequences of alcohol do we as a society have such an acceptance of it in our lives? Considering the health hazards and dangers including death, we should practice “responsible behavior” at the next level. Warnings have not stopped alcohol usage, so we need to create other deterrents in addition to the ones currently in place. We as a society can choose not to glamorize alcohol, in turn making it less “cool.” We can say no to advertisements and commercials promoting alcohol usage. The message can be sent out emphasizing and supporting a healthy and safe lifestyle free from the use of alcohol.
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