Abstract
In this paper the notions of risk, pleasure and information are discussed with reference both to their utilization within the prevention discourse and to their relation to a process of de-traditionalization. It is suggested that the current lack of options for moral discourse directed towards the individual's freedom of choice, restricts the vocabulary of prevention to deal only with the harm produced by alcohol consumption. Prevention discourses can-not address the motivational structure connected to the individual's pursuit for pleasure and self-fulfilling experiences.
This constraint can be seen as a contributing factor to the centrality of risk in alcohol prevention discourses. Although risk-information is produced within the scientific community by a logic of its own, it is also related to the individuals expanding menu of choices that follows with subject-centered individualism with little or no room for moral discourse concerning the individual's construction of lifestyle and identity. When morality is no longer present, only risk can fill its traditional role, that of being a reason for renouncing. It is not by chance that the most important actors on the alcohol policy scene in traditional temperance societies now are professionals and bureaucrats and not voluntary temperance organizations and that the latter have increasingly adopted their arguments from the former.