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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. The presence of alcohol is not just in its availability in where we shop or seek entertainment, but it is all around us in different forms. Unfortunately, many of these promote the idea the alcohol or drinking is "cool." Just turn on the television and watch for commercials. Beer companies spend huge amount in advertising, creating funny or sexy commercials that seem to be some of the most memorable. They do this not to entertain us, but to increase their sales. Think about the movie stars or professional athletes who lend their support by participating in advertising or even through their own actions. By casting alcohol as a glamorous or exciting lifestyle choice, we are sending out the wrong message that alcohol is "cool" or can make us "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. If we are tolerant of alcohol by allowing its prevalence, acceptability, and accessibility, What is the flip side of the message? By the opposite viewpoint, alcohol is dangerous, unhealthy and illegal if consumed at or slightly above moderate levels. Take into consideration 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. It would make anyone ask why our society would be so accepting of the potential outcomes alcohol can bring. 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.
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