Untitled Document

Risk Communication as Argument: Analyzing Student Perceptions of Responsible Drinking

Speaker & Gavel, Volume 40

Steven J. Venette, Patricia A. Lang, Kathleen Coyle

Abstract

This essay examines the risk communication campaign of a midwestern university to reduce risk drinking by its students. The critical incident technique is used to develop a profile of student perceptions of model and anti-model drinking behavior. The students' profile was generally consistent with the advice given by the university. However, students admitted they still engage in a variety of high-risk behaviors while drinking. This incongruence is explained as a failure by students to internalize the probability of personal problems related to alcohol consumption. Ultimately, the study reveals the essential function of the warrant in risk communication arguments.