Introduction

The Social Norms Subsystem represents the social dynamics that influence rates and patterns of alcohol consumption in the community. The “norm” is a basic concept of social science, referring to informal social rules or proscriptions defining acceptable and unacceptable behavior within any social group, organization, or larger social structure, such as a village, small town, or city.

Norms are reflected in the homogeneity of behavior observable among any people with sufficient social contact and exposure. This homogeneity can exist even across entire societies with sufficient common exposure to language, social values, mass messages, and images. The US as a whole exhibits a notable homogeneity of values, despite regional differences in styles of behavior and values, as subgroups with their own common heritages (and languages) also are influenced by the larger social collectivity. For example, with respect to drinking norms, a three-generation study of Mexican-Americans (Markides, Krause & Mendes de Leon, 1988) showed that acculturation altered this ethnic group's traditional normative drinking patterns.

Drinking norms are social influences and pressures regarding acceptable drinking behavior, which may act either to encourage (permit) or to discourage (restrict) alcohol consumption. Drinking norms are part of a larger collection of norms influencing many types of individual and social behavior (see Pittman & Snyder, 1962; Pittman, 1967; Simpura, 1987; and Room, 1991). Community drinking norms reflect general attitudes about drinking and societal expectations regarding the levels of drinking considered appropriate.