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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? 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." 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. 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. 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. 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. 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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