Images and realities of alcohol

The paper discusses the relationship between the images of alcohol and society, on one hand, and the reality of drinking and drinking problems on the other hand, from the point of view of policy-relevant research. Images of alcohol influence policy but they also depend on the social and cultural environment of policy-making. The epidemiological total consumption theory of alcohol-related problems is used as an example. The theory is embedded in the modern welfare state's ideals and its policy relevance presupposes that these ideals--universalism, consequentialism and public planning--are respected. If the approach today receives less attention by policy-makers than its empirical validity merits, it may be due to an erosion of these ideals, not of the epidemiological model itself. Images of alcohol influence behaviour and drinking problems but they also articulate the social context in which the images are constructed. This paper demonstrates the point, applying Lévi-Straussian cultural theory to an analysis of a recent beer advertisement addressed to young people. The advertisement not only reflects the images associated with youthful drinking but also the ambiguous status of youth as non-adults in contemporary society. The author stresses that for social and cultural research alcohol is a two-way window, to look at society through alcohol and to look at alcohol through society. Both directions are necessary for policy-relevant research.