There is enormous cross-cultural variation in the way people behave when they drink alcohol. There are some societies (such as the UK, the US, Australia and parts of Scandinavia) that anthropologists call "ambivalent" drinking-cultures, where drinking is associated with disinhibition, aggression, promiscuity, violence and anti-social behaviour.
There are other societies (such as Latin and Mediterranean cultures in particular, but in fact the vast majority of cultures), where drinking is not associated with these undesirable behaviours - cultures where alcohol is just a morally neutral, normal, integral part of ordinary, everyday life - about on a par with, say, coffee or tea. These are known as "integrated" drinking cultures.
This variation cannot be attributed to different levels of consumption - most integrated drinking cultures have significantly higher per-capita alcohol consumption than the ambivalent drinking cultures. Instead the variation is clearly related to different cultural beliefs about alcohol, different expectations about the effects of alcohol, and different social rules about drunken comportment.
This basic fact has been proved time and again, not just in qualitative cross-cultural research, but also in carefully controlled scientific experiments - double-blind, placebos and all. To put it very simply, the experiments show that when people think they are drinking alcohol, they behave according to their cultural beliefs about the behavioural effects of alcohol.
The British and other ambivalent drinking cultures believe that alcohol is a disinhibitor, and specifically that it makes people amorous or aggressive, so when in these experiments we are given what we think are alcoholic drinks - but are in fact non-alcoholic "placebos" - we shed our inhibitions.
We become more outspoken, more physically demonstrative, more flirtatious, and, given enough provocation, some (young males in particular) become aggressive. Quite specifically, those who most strongly believe that alcohol causes aggression are the most likely to become aggressive when they think that they have consumed alcohol.
Our beliefs about the effects of alcohol act as self-fulfilling prophecies - if you firmly believe and expect that booze will make you aggressive, then it will do exactly that. In fact, you will be able to get roaring drunk on a non-alcoholic placebo.
And our erroneous beliefs provide the perfect excuse for anti-social behaviour. If alcohol "causes" bad behaviour, then you are not responsible for your bad behaviour. You can blame the booze - "it was the drink talking", "I was not myself" and so on.
But it is possible to change our drinking culture. Cultural shifts happen all the time, and there is extensive evidence (again from carefully controlled experiments, conducted in natural settings such as bars and nightclubs) to show that it doesn't take much to effect dramatic changes in how people behave when they drink.
These experiments show that even when people are very drunk, if they are given an incentive (either financial reward or even just social approval) they are perfectly capable of remaining in complete control of their behaviour - of behaving as though they were totally sober.
To achieve these changes, we need a complete and radical re-think of the aims and messages of all alcohol-education campaigns. So far, these efforts have perpetuated or even exacerbated the problem, because almost all of them simply reinforce our beliefs about the magical disinhibiting powers of alcohol. Continued
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