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Stop Drinking Advice...an Issue Of Mixed Messages

By: Ed Philips

There are a large number of mixed messages that we receive in our society today. Everything from what we eat, even to what we should wear changes from day to day in what is considered right or wrong. So why is it when a message giving warning of something being harmful, unhealthy and even illegal is not only dismissed, but the opposite message is promoted? The message in question is that of drinking alcohol and the issues that it creates.

The Accessibility and Acceptability of Alcohol. On the one hand, consider the thousands upon thousands of bars and taverns in the United States. Now add to this list the restaurants, night clubs, sporting events, festivals, state fairs, hotels, casinos, carnivals, etc. where alcoholic beverages are regularly served. Moreover, add the grocery stores, liquor stores, beverage stores, the Convenient Food Marts, the 7/11 stores, and the state stores where an adult can legally purchase as many bottles, cans, and/or cases of alcoholic beverages as he or she desires.

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.

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.

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.

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".

If our society is more enlightened and more aware of the health hazards, fatalities, and destructive consequences of alcohol abuse and alcoholism, then why don't we practice "responsible behavior" and make alcohol less available, less advertised, less glamorized, and less "cool" while at the same time increasing the advertisements, commercials, and public service messages that emphasize healthy and safe alcohol-free activities and lifestyles?