Community forum: alcohol(ism) in media

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Posted: 3/4/08

On Feb. 26, 17 people - students, faculty, Barometer staff, Mike Fetterley from the Oregon Liquor Control Commission and Lt. Jeff Lanz of the Oregon State Police - sat down in the conference room of the Barometer to discuss alcohol in media - the second installment of a series on "isms" in media.

Friends and critics of the Barometer were quick to point out the incongruency of alcoholism on the list of discussion topics, asking, "was this a joke?"

While the discussion was truly about all forms of alcohol consumption - from holiday dinners to high-risk parties - "alcoholism" was an inadequate reduction in language.

Alcoholism is a disease, and an individual's problem (affecting many others along the way), which is treatable. Institutionalized oppression based on identity (like racism and sexism) are disgusting behaviors of privileged people; the victims cannot easily find treatment.

While the forum did not attempt to equate the two, alcohol was chosen as a discussion topic for its prevalence within college life. Just as all -isms are interconnected, alcohol consumption can be connected to many -isms.

Borrowing Marilyn Frye's "birdcage" analogy of oppression, alcohol issues may be seen as a bar of that cage.

Participants shared specific examples of either witnessing or directing dealing with alcohol poisoning, vomit in elevators, waking up to noise at 2 a.m., drunkards fighting and the incredible enforcement expense of responding to alcohol-related incidents.

In the forum on Feb. 26, three common topics of alcohol(ism) in media were discussed and critiqued:

1. Inaccurate social norms in advertisements selling alcohol,

2. News coverage of alcohol-related crimes,

3. Alcohol stories in pop culture as entertainment unto themselves.

With the first common occurrence - advertisements selling alcohol - marketers frequently further stereotypes and misunderstandings (with media as monetary beneficiary).

When sexuality is used to sell, it is incorrectly portrayed as a game, an act of conquest and always of the heterosexual perspective.

When social gains are used to sell, alcohol is portrayed as inseparable from celebratory, classy events.

With the second common occurrence - news coverage of alcohol - journalists only tell part of the story.

When crimes are committed by intoxicated individuals, their state of intoxication is often discussed as if it were an excuse or a cause of the crime.

In coverage of MIPs, DUIIs and supplying to minors charges, the legal system is portrayed as an "out to get you" institution.

With the third common occurrence - alcohol in entertainment media - media outlets fail to accurately portray the real story of alcohol.

With movies like "Superbad," "Beerfest" and "Old School," the moral of the story is largely overwhelmed by the humorous antics.

In celebrity gossip, pursuit of stories to damage a public persona's reputation are top priority.

With each of these three cases, the forum saw clear differences between media stereotypes and alcohol realities.

When it came to solutions for alcohol misperceptions, however, the forum was less conclusive; while public awareness of the problem creates opportunity for change, the media profession itself must act to change.

The U.S. alcohol trade group is currently self-regulating for advertising standards. Citizens and advocacy groups must speak up to hold them accountable.

The marketing exists (of course) because demand exists for alcohol. That alcohol, celebration and class are inseparable and requires us all to be positive influences, especially to our closest friends and family.

The recently released report from Gov. Kulongoski's office, stating Oregon has one of the highest youth drinking rates, should be cause for alarm.

When crimes occur involving intoxicated people, the ultimate truth is that their decisions are to blame, beginning with the decision to drink, and the behavioral mind set that follows.

Lt. Lanz encouraged the forum participants to act with health and safety as the ultimate priority, there are worse things that could happen than an MIP. Now, it is time for society to tell stories of individuals courageous enough to protect others' health, despite their legal risks.

Lastly, within this era of electronic media, a power vacuum of family values has emerged. We all must rise up to challenge ourselves and others to act responsibly. Bringing back family dinners is a great beginning - this is where meaningful conversation can occur.

Today, Mar. 4, in the Barometer conference room, Snell 120, the community forum continues with a discussion on racism.

Editorials serve as a means for Barometer editors to offer commentary and opinions on issues both global and local, grand in scale or diminutive. The views expressed here are a reflection of the editorial board's majority.