The mass media tend to shape the values and opinions of their audience as well as reflect the culture in which they exist. The comics have long been an integral part of the media, appealing to a wide range of age and social class. As such, they could have considerable effect on attitudes and behaviours regarding alcohol consumption. In this paper, we examine the comic strips appearing in the daily newspapers before, during and up to the end of the Prohibition era in the United States, to see how alcohol was portrayed during this period when its manufacture and sale were prohibited.
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