in Social Issues
Sat, 03 Jan 2004, 11:01

There is something sexy about drinking. There is nothing sexy about alcoholism. I've been thinking about this movie and in particular this scene, where the Japanese director is trying to get Bill Murray to project the sexy whiskey drinking alpha male image to sell more of the stuff.
There used to be something sexy about smoking, but notice culturally, at least in the United States, it's gotten about as sexy as leprosy. Smokers are treated like outcasts in offices, restaurants, just about everywhere. There has been such a cultural assassination of smoking that it's gone from being cool (watch old movies) to absolutely not cool. I think this will happen for alcohol in the next few decades.
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It's no surprise that 'Lost In Translation' would have a cool soundtrack to accompany it. Sofia Coppola's last picture, 'The Virgin Suicides', was scored by Air and her latest has Kevin Shields in charge. Well, not so much 'in charge'...
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As cool as this would be, I unfortunately don't think so. This country has had a very bad experience with the banning of alcohol, which - to this day - makes any move towards making it a substance similar to nicotine a move with little success.
This, plus the social side-effects of alcohol. Since it's mainly consumed in company, we have come to associate drinking with get-togethers and the niceties that usually emerge. We have also built an industry around the production and consumption of alcoholic goods, that dwarfs the tobacco industry. Smoking was always a by-product, drinking has created places which pretty much cater towards just the consumption.
Thirdly, drinking alcohol is an extension of a needed action - drinking something. There's nothing life-sustaining about sticking a burning paper-roll into your mouth, but liquids must be had in order to survive. At this point, the question arises, usually, what to drink. It is much easier to include the alcoholic drink into that picture, than - say - a cigarette into your meal.
Lastly, the effect alcohol has on its consumers, makes for great anti-stigmatization. Smokers are easily portrayed as lone wolf abusers, grey, dark alleys, fringe groups. It's much harder to break the colorful pictures of a few people somewhere on an island, laughing, sipping Baccardi, or the images of a group of friends in a bar, having fun, while drinking their beer.
Introduce the pictures of a battered woman, who's been beaten to a pulp by her drunken husband, a dead kid in a car crash, or someone who lost both his arms, when he, sloshed dumb, grabbed a live wire somewhere. Once you do, the answers will be juxtaposed to the party and colorful images above, and the answer will always be along the lines of "well, you don't have to [drive/put up with drunks/get that sloshed/etc]. Alcohol related incidents are usually blamed on the person who created them, not the substance. Nicotine related issues, however, we have learned to blame on the cancer stick as well as the person smoking.
I actually think it's a changing perception that will continue to grow as pople challenge it. For example, I run an art gallery. Art openings are traditionally associated with serving wine, beer or something like that, but we don't. In fact, we don't serve any alcohol at all. We provide soda, water, some other drinks, but nothing alcoholic. when we opened, some people complained, but those were the people who were only coming for free alcohol, and didn't care about the art anyway. those people stopped coming, and everyone has a better time. People are looking at and talking about the art, rather than their day, or whatever, then if they want to go get drinks someplace else, a bar perhaps, they do it after the opening. But the opening itself is more fun, and now no one expects alcohol at our gallery. AND, several other galleries in LA are following our lead and not serving it anymore. The difference between an opening that serves and one that doesn't is obvious, and people are leaning towards the ones that don't.
We can't be the only place in the world that is going on. I think as time moves on lots of "non-bar" places are going to take a hint and that is going to help change public expectiations, and associations.
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There's definitely something sexy about drinking. Even more so, there's something very inclusive about drinking. I've been single for about a year now, and a surprising number of the girls that I've met end up being uncomfortable with the fact that I don't drink. I really don't expain why I don't - I usually tell them that I'm just not into it, or that alcohol doesn't agree with me, and it makes some of them get all wierd. Other people drinking doean't bother me in the least - it's curious to me that while they don't just come out and say it, they seem to be uncomfortable hanging with a guy who won't share a bottle of wine with them, drink with them, etc. - and I get the sense that its an image issue for them, as I can't really see any practical downside for them in my not partaking.
I've heard some reports (anecdotal) that a lot of kids in the U.S. are now finding smoking very cool, partly because it's so frowned on.
I'm hopeful about reduced addictive patterns of all kinds when i imagine everyone being engaged in things meaningful to them (and enough food and what-not of course). Who has the time or energy then for it? Of course, the causality goes both ways (less addictive patterns --> more people engaged in meaningful-to-them stuff).
Drew, some people may feel uncomfortable about their own patterns around drinking, and your not partaking may remind them of this which may be behind some of the "weirdness" you've notice.
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