Alcohol is defined as any organic compound in which a hydroxyl functional group is bound to a carbon atom, usually connected to other carbon or hydrogen atoms. However, alcohol is much more than a complex fusion of compounds. Alcohol speaks realms about individuals in terms of economic status, gender differences and personality. In addition, recent technological advances have increased alcohols presence and power in society.
Alcohol can illuminate gender differences. If a man is seen drinking scotch, versus a bubble gum martini, different gender assumptions are made: bubble gum martinis can be seen as a womans drink, versus a glass of scotch, which is categorized as a mans drink. These stigmas derive from marketing campaigns. Most advertisements for scotch or whiskey include a man drinking with his friends, or doing some type of masculine activity (poker, pool, etc). Referencing Croteau and Hoynes, "They tell us that if we drink a particular beer, we will meet attractive women...(241)" Notice how they directly were alluding to men drinking a beer instead of a woman. Thus, it's interesting that ones gender can be defined through a simple liquid.
Alcohol defines an individuals personality. If one is spending myriad amounts on alcohol, they can be classified as a person who likes to go out and enjoy drinking. They can also be categorized as a cafe free, social individual who enjoys frolicking amongst their peers. However, if one consumes too much alcohol, they can be known for being a careless, unintelligent individual. If one does not drink, they can be seen as an uptight, stodgy person. Again, our large assumptions are made about the personality of individuals through alcohol.
Technological advances have increased alcohols presence and power in society. In a recent article published by a blog, GuestofaGuest, they reported on a new brand alcohol which has ingrained tweets into the vodka bottle. I find it interesting they have meshed the two mediums togther: twitter and alcohol. It brings up the question: can we get too many messages through one medium? Referencing Tim O'Sullivan, "David Gauntless has argued that as a result, Media Studies now needs to be fundamentally overhauled, 're-wired' for the digital era of the web. (133)" With this "rewiring", companies have integrated simple products into tangible webs of media (inserting a twitter steam into the bottle). Thus, in the future, alcohol could potentially serve as a medium within a medium for social media.
Overall, alcohol is not a complex organic compound. Rather, it is a medium which communicates much more than a persons taste. With the physical integration of social media and alcohol, who knows what will be next regarding other beverage partnerships with social media outlets.
Cheers!
Michelle
http://guestofaguest.com/technology/twitter-and-vodka-have-a-baby-name-it-medea/
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Michelle, you're absolutely right. There are defintely stereotypes and tell-alls about different types of alcohol. Although I am not 21, I could guess and assume that I would enjoy an nice cold Smirnoff Ice or Mikes Hard Lemonade much more than a glass of whiskey on the rocks.
ReplyDeleteI completely agree with everything that you posted. I think that I am starting to realize that just about everything we do says something about who we are. After looking at Mary's blog I realized that the types of drugs you use give off a certain air to who you are. In addition, so does alcohol and in a very large way. You would never see a wealthy business man & his wife serve their guests Natty Lite & Burnettes at a dinner party, nor would you see most college students drinking patron or grey goose at a frat party.
ReplyDeleteI agree with the two ladies above me, what you drink says a lot about you. Me and my Dad are both beer lovers and connoisseurs. However we drink very different types. I consider Bud Light my "champagne of beers" while he won't even allow it in the house. I also like to drink more beers at once than he does, but that's a different story. The only thing I'd disagree with you about is that if I met a girl who loved beer and new a lot about it, I would find that pretty attractive.
ReplyDeleteOh Michelle, I can always count on you for a great, thought-provoking post. And so risque! Love it. I too am OBSESSED with your post :p
ReplyDeleteBut in all seriousness, you make a very good, interesting point. I agree with you as well and look forward to reading more of your thoughts. Very different and unique. You think just like Babson has taught us to- unique and innovative. Great post!
I never looked at alcohol as a medium before, but you're so right in that it sends out a clear message about the user. It should also be noted that people can use this knowledge to manipulate their current situation. For example if a woman is a club looking for a well off man to buy her drinks etc. she may choose to drink a more expensive and tasteful drink. Or if a girl wants to try to fit in with her guy friends she might grab a beer instead of a mixing herself a martini.
ReplyDeleteIt's really interesting how what drink you are holding can really transform your image entirely.