The story follows the lives of four women who are friends living in New York City. One example is the popular American show “Sex and the City” which aired from 1998 to 2004. Often characters are seen using alcohol in the shows in contexts that reinforce alcohol norms, such as using alcohol at celebrations, using alcohol to relax or cope with work stress, using alcohol to have fun, on vacation, to socialize, etc.
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This has happened in TV series and reality TV. Alcohol glamorization on televisionįor long years television has glamorized and normalized alcohol use. However, while sober-curious TV is trending, the majority of reality TV shows and content on Netflix and other video-on-demand platforms is still proliferating harmful alcohol norms. While TV shows are still a far cry from truly depicting the alcohol-free way of life which is the lifestyle enjoyed by the majority of people in the world, showing the harms alcohol can cause is a starting point to changing Television’s addiction to portraying alcohol in the way Big Alcohol wants it to. Several TV shows that used to glamorize and normalize alcohol use have also attempted to depict the harms of alcohol in terms of addiction, albeit not very effectively. In contrast to the glamourization and normalization seen on TV for years the rise in this new sober-curious TV portrays honestly what alcohol can do to a person and their environment and the challenges people face in their recovery and sobriety journeys. For instance, addiction and subsequent recovery of the main characters has become a theme. In recent years, many TV shows are being created and aired that depict the harmful consequences of alcohol. But this is increasingly at odds with the values and interests of people, especially younger generations.
Growing popularity of the alcohol-free way of life and increasing sober curiosity of people around the world and especailly in Western cultures is leading to a rise of sober-curious TV.Īlcohol normalization and glamorization on television is one of the major marketing strategies used by transnational alcohol companies. At the same time, she exposes the proliferation of alcohol through reality TV, Netflix and elsewhere and the harm this can cause to society, ending with the solution to the problem: better alcohol marketing policies. She delves into the rise of sober-curious TV and links it with the wider sober curious trend. In this opinion article, Tharaka explores what this trend means and how we can understand it. In contrast to the glamourization and normalization of alcohol use seen on TV for decades, the rise of this new sober-curious TV relates with the growing popularity of the alcohol-free way of life and sober positivity around the world. In recent years many TV shows are being created and aired that depict the consequences of alcohol use mainly in terms of addiction and subsequent recovery centering main characters.
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