How can something as prevalent, accepted, and accessible in our society as drinking alcohol be so harmful, unhealthy, AND illegal when consumed at or slightly above moderate intake levels? The simple asking of this question immediately uncovers a number of issues, one of which is the mixed messages that exist in our society about drinking alcohol.
Alcohol has become almost mainstream in our society today. It has made its way out of the local bars and pubs and is now found in an assortment of locations. Once you factor in the number of restaurants, sporting events, festival, county fairs, night clubs, hotels, casinos, the list goes on, you come to realize how accessible alcohol has become. Then adding in the convenience stores, liquor stores, package shops, and grocery stores, the places you might go to every day stand a good shot at legally selling bottles, cans, cases and even kegs of alcoholic beverages to adults.
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.”
Alcohol is even present in ways and forms that we might not even realize or think of, Consider the 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 recipes calling for alcohol to enhanced flavor…when all of these are factored into the equation, it becomes obvious that alcohol is deeply woven into our society. The point is that when a person has alcohol constantly around them through events, traditions, holidays and advertisements, they become desensitized to the harmful effects alcohol carries. Instead alcohol becomes part of normal everyday life and alcohol can even be a means to “fit in” with peers.
With all of the ways alcohol is positively promoted, what are the messages against its use? Alcohol is prevalent, accepted, and readily acceptable and at the same time potentially illegal, unhealthy and dangerous. Simply note the number of those against alcohol and listen to their messages. People from many different points of view all share the same message against alcohol abuse and drinking and driving. Medical professional, both local and federal governments, law enforcement, schools including colleges, and organizations such as MADD all have staggering statistics to the devastating effects of alcohol use.
The ability to intervene against alcohol use and abuse effectively becomes much more difficult when considering it’s integration into our society. With the messages being mixed from our media to our culture, to is hard to discern the negative side of alcohol use itself. Many individuals, especially our youth do not see the harmful, unhealthy and sometimes deadly aspects of alcohol abuse.
Mixed messages have regrettably also been a part of our own judicial system in the way it has handled alcohol-related offenses. In the past, some repeat DUI offenders have continued to have their rights to the road receiving only a light sentence. Those committing crimes while under the influence, alcohol was seen as an explanation to their behavior.
Fortunately, many states making their laws harder on offenders by taking a more reality and accountability-based approach. A repeat DUI offender for example now faces felony charges. This charge in combination with mandatory jail times and fines in the amounts tens of thousands should make people think twice about their actions and the possible outcomes.
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.
Now there are those who will say that some consumption is alright so long as the individual practices “responsible behavior”, but who defines what is responsible? One person may say that posting a sign at the beach warning of a strong undertow is practicing “responsible behavior.” Another might argue that the sign is not enough, and that buoys should be put in place marking the furthest distance a swimmer should go out. Simply put, many believe that a warning is not enough, that actual deterrents must be enforced to practice “responsible behavior”.
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.