The article analyses the idealization of moderate alcohol consumption and of personal responsibility for controlling drinking behaviour as a sociocultural solution for a central contradiction in modern consumer societies. The application of neoliberal ideals of consumer sovereignty, free market access at any hour of the day or night and unrestrained market promotion tends to push upward the population's alcohol consumption. But in many aspects of daily life - for instance, when at work, when driving a car, when minding children - modern societies require sobriety. The ideological solution to this societal dilemma is to individualize the responsibility for handling it, apotheosizing the ideal of the moderate drinker, at the cultural level as a dream to reach for and at the individual level as an ideal of a secular pilgrim's progress.View full textDownload full textKeywordsalcohol, consumption, governanceRelated var addthis_config = { ui_cobrand: "Taylor & Francis Online", services_compact: "citeulike,netvibes,twitter,technorati,delicious,linkedin,facebook,stumbleupon,digg,google,more", pubid: "ra-4dff56cd6bb1830b" }; Add to shortlist Link Permalink http://dx.doi.org/10.1080/09581596.2010.529424
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机译：这篇文章分析了适度饮酒和控制饮酒行为的个人责任的理想化，以此作为现代消费社会中一个主要矛盾的社会文化解决方案。消费者主权的新自由主义理想的应用，白天或黑夜任何时候的自由市场准入以及不受限制的市场推广都趋向于提高人们的酒精消费。但是在日常生活的许多方面，例如，在工作中，开车时，在照顾孩子时，现代社会都需要清醒。解决这一社会难题的意识形态解决方案是将处理它的责任个性化，在文化层面上将中度饮酒者的理想化为梦the以求，在个人层面上，这是世俗朝圣者进步的理想化。全文下载全文关键字酒精，消费，治理相关变量var addthis_config = {ui_cobrand：“泰勒和弗朗西斯在线”，servicescompact：“ citeulike，netvibes，twitter，technorati，delicious，linkedin，facebook，stumbleupon，digg，google，更多”，pubid：“ ra -4dff56cd6bb1830b“};添加到候选列表链接永久链接http://dx.doi.org/10.1080/09581596.2010.529424
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