Tryanuary and Dry January – A Virtual Signal Coin

It’s January, it is officially the start of a whole new year of stupid and it always starts the same way, with News Year’s Resolutions.

Most are always about abstinence from some form of entertainment that has been deemed (or proved) to be harmful when taken to excess, yes excess, and then to replace the gaping hole that this lack of entertainment creates it is now worthy to do something else, to an equal excess.

Newton’s third law of motion holds true even in a human’s stunted mind.

Dry January is a registered trademark of Alcohol Concern – I do love that name, very soft-power paternalism, we aren’t worried, or apoplectic or in a rage about alcohol, we are merely concerned about it.

Alcohol consumption and by logical connection visiting to pubs, bars and clubs, falls in January.  In part due to the aforementioned resolutions and in part due to natural churn and a balance as more people visit the pub in the run up and over the Christmas period.

More people visiting the pub leads to a whole other level of beer signalling as “once-a-year” visitors get berated by those that see themselves as regulars.

Not actual regulars of course but those that love chatting about it, that think the whole beer world hangs on their every word and would fall over if they stopped going to the pub.

In the way that those who go on health kicks in January, try new diets, change their lives for some perceived better can come off as pious and smugly virtuous, mainly because they will take any opportunity to tell you about what they are doing, especially when not even prompted, so the Tryanuary (or Try January) movement bounces back in the opposite direction but equally trite reasoning.

It is much like Small Business Saturday or Record Store Day, if fact it much like everything that now has “a day” or “a week” – a¬†narcissistic “raise awareness” industry, where everything can be reduced to a hashtag and a trend and people can jump on a bandwagon and feel they are special and are doing something before simply hopping back off the wagon (an inverse pun) and hailing a taxi (or probably an Uber) to the next hot topic to raise their profile.

Each of them have their own form of subtle compulsion and hardcore acolytes, they are two versions of the the same pint (568mL) only one insists yours should be empty and one wants it to always be full.

 

Thanks for reading.

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