Abstract
As alcohol sales trends rose and fell in Iowa during recent decades, beverage alcohol as a socially constructed object changed. Since the early 1960s Iowans have redefined alcohol and modified their drinking norms. During the same time period per capita consumption first trended up and then down. Although the proportion of Iowans defining alcohol for its social effects and the proportion defining it additionally for personal effects (psychological relief) changed little, the proportion defining alcohol negatively-as generally harmful and particularly as a health hazard-rose dramatically. During the prolonged sales uptrend of the 1960s and 70s Iowans' drinking norms became more approving of others' drinking and slightly more tolerant of others' getting high, while disapproval of intoxication remained constant and virtually unanimous.Numerous government actions affecting the physical availability of alcohol did not consistently ratchet sales up and down. Annual per capita (age 14+) alcohol sales rose some 7...
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