Introduction

Depictions of alcohol consumption toward the adolescent age group in films today are of significant concern to numerous agencies, such as MADD. In films like Beerfest (2006), alcohol consumption is a particular concern. This film celebrates alcohol consumption and abuse, showing long sequences of groups participating in beer drinking games. This film does not attempt to justify its preoccupation with alcohol consumption, but rather encourages a full-front participation in an activity that would not only pleasure one individual, but an entire group of people. By conveying this bare pleasure principle toward the adolescent teenager, the popular perception of alcohol consumption as a celebratory act is not only continued, but ritualized.

This film features two characters, Jan and his brother Todd Wolfhouse, who enter a secret beer competition called “Beerfest” after being offended by German contestants by saying that their mother was a prostitute and their father was a thieving stable-boy. Movies like Beerfest (2006), Beer 101 (2006), Beer and Art (2000) and Best Beer Buddy (2000) have one thing in common: a lack of careful and methodical analysis of alcohol consumption and the severe abuse of alcoholic substances, drugs, and perversion. It is very important to consider the reasons for the fight against alcohol abuse.

One of the major reasons for this is the fact that alcohol consumption in mass quantities depicted in advertisements and films, as portrayed in Beerfest (2006), hardly show the consequences of major alcohol consumption abuse. In Beerfest (2006), such behavior is precisely celebrated and adorned.

Method

This research will be guided by the following questions.

RQ1: Is alcohol consumption present in Beerfest (2006)?

RQ2: Is there any resistance to alcohol consumption in Beerfest (2006)

RQ3: What kind of environment is alcohol consumption displayed in?

The first research question will clarify whether or not there are instances of alcoholic substances shown throughout the film Beerfest (2006). The second research question will assess the level of resistance towards alcohol consumption in Beerfest (2006). The third research question will analyze the conditions that these portrayals of alcohol consumption are. The environment is significant for thorough analysis, since the setting creates the mood of the environment for alcohol consumption.

Coding

Coding for Beerfest (2006) was assessed based on the following categories: demographics (Male and Female), context (Agree, Neutral, Disagree) and setting (outdoor, household, restaurant, bar, and other). Any incident relating to alcohol consumption was recorded. Anytime an individual would open a bottle of champagne, beer, or wine with the intention to drink would be documented. The number of times an individual would drink champagne, beer or wine would be tallied. Action category documentation ended once the scene changed or either any of the characters began to drink other liquor substances such as wine, beer or champagne. Action category documentation also ended once the scene changed. Each exposure of alcohol was timed with a stop watch.

The setting of each occurrence of alcohol consumption was also documented under the following categories: bar, home, outdoor, and the underground. The “underground” is the place where competitors waged against their opponents in beer drinking games. This setting is not open to public access, like bars, but is a hidden arena where beer-drinkers come to spar with drinking games.

The way in which the characters discussed alcohol consumption was recorded within the category “context” under the headings: agree, neutral and disagree. According to Ryan and Hoerrner’s (2004), the neutral category implied a non-commented response to alcohol consumption. When characters did respond to alcohol consumption, it was either categorized as agree or disagree. Individuals agreed upon alcohol consumption once enjoyment, pleasure, entertainment, and laughter accompanied alcohol consumption (Ryan & Hoerrner, 2004). On the other hand, it was documented as disagree once the individuals consuming the alcohol product depicted characteristics of disapproval and showing health risks concerning alcohol consumption.

Sample

My sample consisted of one film called Beerfest (2006). It consisted of a story-line which justified the extent of alcohol consumption which was critical for this analysis. It gained significant popularity in 2006 among teenage and adolescent viewers. Essentially, the sample for this study consisted of a 116 minute film characterizing alcohol consumption as a fun activity for social life.

Results

The result of this study is shown in the appendix. The total length of the film was 1: 56:00 (116 minutes). In the table, there are twenty-five columns. Among those twenty-five scenes viewed for this study, there were twenty-five incidences of beer; there were fifteen incidences of champagne and ten incidences of wine. There were no incidences of other forms of alcoholic substances. The significant percentage allotted for the consumption of beer is clear—the intention of the film was to display a competitive environment whereby beer would be the only substance of consumption. The film showed long sequences of two to three litres of beer consumption. This clearly indicates that the intent of the film to show beer was received, but on a grand exaggerated scale.

The results also show that there were eighteen out of twenty-five (72%) incidences of agreed upon circumstances of alcohol consumption. Throughout the film, there were seven incidences of neutral (28%) standing and absolutely zero instances of disagreement. It is clear that Beerfest (2006) is promoting a sense of positivism with alcohol consumption.

Furthermore, among the settings bar, house, outdoor, underground competition, there were incidences of 28%, 12%, 8%, and 52% respectively. There were tremendous amounts of scenes in Beerfest where the underground was the setting for the film. Most of the incidences of context and product took place in this arena. It also shows that areas of complete group participation in a bar and underground environment. As well, since this was rated as explicit and adult content, the demographics targeted were primarily the adults with very little teen presence.

Discussion

Beerfest (2006) was one hour and fifty-six minutes in length and, according to the table, incidences of champagne, wine and beer altogether totaled one hour, forty-five minutes and thirty-eight seconds. It is surprising that the entire film had only eleven minutes that neither any form of alcoholic substance was introduced. As well, in order to maintain a pleasurable environment for the consumption of alcohol, particularly beer, the bar was the usual place to drink.

Settings were an integral component for the naturalization of the consumption of alcohol. In particular, the bar and the underground were prime settings and acceptable places to consume alcohol. It is clear that the home and the outdoors are not the usual places to drink. The environment was a significant part for the creation of mood. The bar and the underground, places where large numbers of people gather for common drinking practices, purported a relaxed atmosphere and displayed fun attributes.

It is also interesting to consider the frequency of agreed upon circumstances with beer. Beer is a prevalent substance that transfers through scenes and the attitude accompanying Beer is fantastic, entertaining, joyful, and laughter and, throughout the film, there are absolutely no instances of disagreements.

It is very important to consider why these agencies would despise films like Beerfest (2006). It does not purport any form of negativity towards beer or the other concerns, but embraces it as a part of social life.

References

Ryan, E., & Hoerrner, K. (2004). Let your conscience be your guide: Smoking and drinking in Disney’s animated classics. Mass Communication & Society 7(3), 261-278. Retrieved on January 5, 2007, from Academic Search Premier.

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