Thanks to the results of the latest alcohol survey, we now know that Georgetown students drink moderately even though they still perceive that the “normal” Hoya drinks excessively. Students Marketing Under-Represented Facts are trying to change this perception, not to prevent moderate drinkers from going wild, but to make the few who do drink too much feel like social deviants. However, Georgetown’s experience with smoking teaches us that pushing a behavior out of the mainstream doesn’t necessarily make it less cool.
It’s safe to say that most Americans know that smoking is harmful. The “smoking kills” tag line not only reaches every American citizen through multiple media, but it also appears on the outside packaging of cigarettes. Arguably, many do not believe they are susceptible to all the ailments associated with smoking; however, the results of the survey make it clear that Georgetown students see smoking as deviant.
Last week, Vice President of Facilities and Student Housing Karen Frank announced changes to the University smoking policy, which will ban smoking in all residence halls, apartments and townhouses, and the entrances of these areas. The change was driven primarily by the student-run Interhall Council, which drew the support of students and administrators to send the message that smoking will not be tolerated on this campus.
While the social environment rearranges itself to be as unaccommodating as possible for smokers, expecting compliance with a smoking ban especially in apartments and townhouses is naive.
The American Legacy Foundation reports that smoking is actually on the rise among college students with a slight increase to 27 percent in 2002 from 25.7 percent in 2001. Among college males, prevalence of smoking is as high as 30 percent, and this may not include those who occasionally have one or two cigarettes. Indeed, if you accusingly ask any employee at Vital Vittles why the store continues to sell cigarettes and chewing tobacco they will respond that The Corp makes too much money from sales of these products.
Do we perceive lower smoking rates than actually exist? Campus policy changes resulting from student outcry indicate that we perceive smoking as deviant, yet even the Georgetown non-smoker can sometimes be found puffing on the odd cigarette at a party or outside the library during finals.
Georgetown may have gotten ahead of itself. Ashtrays will disappear on Village C patio, but we can’t expect smokers to quit because the lack of social space for their habit makes them feel excluded from society. Nor should we expect students to outright reject the cool and sophisticated image cigarette smoking engenders as a result of the continual barrage of tobacco marketing. For many Hoyas, smoking is still not completely uncool.
Alcohol consumption at the MTV Spring Break level will possess the same cool image. Despite our propensity to engage in moderate alcohol consumption, few among the student body favor reduced access to booze, and other measures to curve excessive drinking. Deviance may not be so unpopular after all.
