11 April, 2013
The Glamorization of Alcohol through Media As we meet 2013 with open arms, we embrace the changes set to come, such as the 21st century civil rights movement, the increasing tensions between nations across the globe and the evolution of mankind. We must take a reflective look on where; we as a nation and as a species are heading towards. Over the last century technology has advanced the human race beyond the ceiling of our capabilities and opened up a plethora of possibilities to expand. As the saying: one step forward, two steps back goes; it is important to recognize the way human nature is compelled to contradict itself. The United States of America in the last twenty years has experienced an influx of glamour and notoriety by becoming a juggernaut in the entertainment industry. American media set the precipice for cool, and the worlds playing catch up. Europe has their art, Japan has their fashion and we have our media.
For media representations of smoking and drinking and advertisements for alcohol and tobacco products to affect consumer behavior to the point that adverse social, economic, and health consequences occur, two mechanisms are necessary. (1) a means whereby messages carried in the media are observed, processed, and converted into behavior by the viewer; and (2) a mechanism to explain how the incremental consumption attributable, at least in part, to media exposure results in adverse outcomes in aggregate and on an individual basis (Ammerman,235).
The media, whether it be television or movies has enjoyed setting the standard for the social norm. The viewer’s revel in the witty remarks made by the movie stars, the clothes worn and the attitude brought on by these movie stars who make life feel dull. The main objective of film is to weave a story and create timeless stories, to bring written word to life and give it substance. Yet, the contrast between an amazing piece of literature and an amazing piece