Last week the Managing Board published “The problem with Natty Beau’s window display,” arguing Natty Beau’s usage of fallen red solo cups in its window advertisement overtly reinforced the idea that alcohol overconsumption is an acceptable part of the University's culture. The piece further pointed out that the store's decision to put up the display at the beginning of the school year provided a counter message to the one the administration is currently trying to send. A week from its publication, the article remains the most commented upon Opinion piece on The Cavalier Daily’s website. In general, the response to the article was negative. Many of the initial comments implied readers were surprised by the Managing Board’s sensitivity to the display and argued students should be able to decide their stances on alcohol on their own; one commenter went so far as to say the Managing Board was supporting “an environment sterilized of anything negative.”
Such accusations can be loosely placed in a larger framework of backlash against initiatives that aim to remove all negativity from campuses. Anti-politically correct rhetoric has been increasing for quite some time now, with publications like The Atlantic and New York Magazine devoting longform articles to discuss the downfalls of what has been perceived as an overtly PC culture creeping into the mainstream. A similar stance was taken by the commenters of the article published by the Managing Board, with many of the comments berating the article as being far too sensitive to a simple advertisement.
While oversensitivity and hyper-PC culture are definitely problems in many colleges, the Managing Board’s stance on the Natty Beau advertisement makes sense in the context of the University's reputation as a party school and the ongoing efforts to change this perception. The Managing Board isn't trying to make the point that we should eliminate any negativity we see on Grounds; rather, they are pointing out how Natty Beau’s advertisement is exploitative of a delicate issue and reminding the store that its actions affect the University community.
Imagine a first-year who has just completed the alcohol abuse prevention model. For the sake of assumption let's say the student has finished the module and is now optimistic about the University's efforts to raise awareness of the harms of binge-drinking and alcohol poisoning. Walking along the Corner, the first-year happens to glance at Natty Beau’s display window. The subliminal messaging behind the advertisement could weaken his previously optimistic ideas about the drinking culture at the University; they may see the advertisement and slide into the assumption that regardless of all the University's sincere efforts to end dangerous alcohol consumption, such consumption will always be a glorified part of the University's culture. After all, if a store is capitalizing on drinking trends in their advertising, then surely drinking is an integral, if unwritten, part of student life. .
Another fundamental question this piece raises is how involved a store should be in its respective community. One could argue a store will do whatever it takes to make profit, but at a certain point any business must recognize it is part of a community and it has the potential to affect that community. Being situated right on the Corner, this specific Natty Beau clearly caters almost exclusively to University students. The Managing Board already pointed out how nearby stores have joined programs like Hoos Got Your Back and engage with the community in a positive ways. Perhaps it's not a business’ responsibility to constantly engage positively with a community, but businesses should at least be aware of the context in which they work and tailor their advertisements accordingly.
Criticizing Natty Beau’s advertisement choice doesn't make the Managing Board sensitive or overly PC; rather, the criticism holds merit, especially in the context of how seriously the University is now trying to combat harmful alcohol culture. Of course, students should be able to make their own choices with regard to what's wrong and right, and one advertisement should not be able to completely sway their beliefs. But younger students, especially first-years, may not know much about the culture of the University or how it operates. Seeing an advertisement like the one at Natty Beau’s may convey to them the drinking culture is just how things are and how they will always be. Thankfully, the store has already taken down the display. Still, the situation can serve as a reminder to other businesses in the area to remember that they are not only components of a company but also part of a larger community.
Hasan Khan is an Opinion columnist for the Cavalier Daily. He can be reached at h.khan@cavalierdaily.com.
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