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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| Wealthy Vodka |
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| Feminine Margarita |
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| Refined Person Vodka |
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| Refined Person Vodka |
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| Wealthy Vodka |
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| Feminine |
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| Masculine |
