The conservative mind. Why does the new middle class hate alcohol control?

Abstract

An examination is undertaken of the conservative attitudes of the middle class towards governmental alcohol policy. These are considered within theoretical descriptions of the middle classes, and illustrated with a case study of middle class pub regulars in Helsinki. Empirical material is drawn from eleven group interviews, and a sociosemiotic analysis developed. It is suggested that as middle class conservatism is non-political, individualistic and populist, public policy is seen from a “client” point of view rather than from the perspective of those who feel they have power in society. This is contrasted with the view that the interviewees have of themselves as a culturally and socially superior group.

Key Words:

• Alcohol policy
• conservatism
• individualism
• middle class
• sociosemiotics