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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?

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.

Alcohol exists in many places throughout our advertisements today and they all help to reinforce the concept that alcohol is both acceptable and “cool”. These ideas combined with accessibility can be confusing. From glitzy and sophisticated magazine advertisements to some of our funniest, and most memorable television commercials, alcohol is advertised for no other purpose than to get the product sold. We look forward to our favorite band’s tour that’s sponsored by a liquor label, or watching during Super Bowl halftime to see which beer commercial makes us laugh the hardest, never thinking that the promotional product could be harmful. People we look up to such as professional athletes and movie stars who affiliate themselves with alcohol either by their actions or advertisements can also send the message that alcohol is “cool.”

It becomes even more evident that alcohol has become a deep rooted aspect of our society looking at some of what we consider to be just a part of life. From religious rituals incorporating alcohol, cultural traditions encouraging the drinking of alcohol, special events and holidays that are associated with drinking alcohol, down to the use of alcohol in our food to enhance flavor, our lifestyle has slowly accepted the presence of alcohol as normal. These practices help to desensitize us to the negative side of alcohol use and instead send the message that drinking alcohol can help us to fit in to our society.

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.

The Influence of the Judicial System. Unfortunately, the judicial system and the ways in which it has dealt with alcohol-related offenses is another example of the mixed messages in our society about alcohol. For instance, until very recently, people who have received multiple DUIs have, in many instances, simply received a “slap on the wrist” for their alcohol-related behavior.

Fortunately, some states are becoming more reality and accountability-based and are making it a felony when a person receives his or her 4th DUI within a ten-year period. In Minnesota, for instance, this sentence includes three years in prison and a fine of not less than $14,000.00.

Incarceration AND Treatment. Sending people to jail for alcohol-related offenses, however, is not a viable “solution” unless the person receives help for his or her alcohol problem while incarcerated. True, the offending person is “off the streets” while incarcerated. When the jail or prison sentence is completed, however, a person who has received alcoholism treatment while incarcerated is more likely to become a responsible person who doesn’t continue to drink while driving and less likely to become a repeat offender.

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.

The education of our society on the health hazards, deaths and negative consequences of alcohol abuse are there but why don’t they work? To make it work, we need to practice more “responsible behavior” by ending the ways in which alcohol is made “cool” from our media, available in so many places and ingrained into our lifestyles. We should in turn, place more emphasize on increasing the advertisements, commercials, and public service messages that support healthy and safe alcohol-free activities and lifestyles.

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