Youth Drinking Cultures in a Digital World: Alcohol, Social Media and Cultures of Intoxication

259 Pages·2017·1.75 MB·English

by  Antonia Lyons

Youth Drinking Cultures in a
Digital World
Social media has helped boost the culture of intoxication, a central aspect of
young people’s social lives in many Western countries. Initial research suggests
that these technologies enable highly nuanced, targeted marketing and innovations
– creating new virtual spaces that alter the dynamics and consequences of drinking
cultures in signifi cant ways.
Youth Drinking Cultures in a Digital World focuses on how pervasive social
networking technologies contribute to drinking cultures. It brings together
international contributions from leading researchers in this emerging fi eld to
explore how new technologies are reconfi guring the key themes, traditional
interests, practices and concerns of alcohol-related research with young people. It
is particularly concerned with three important areas, namely:
• identities, social relations and power
• alcohol marketing and commercialisation
• public health and regulating alcohol promotion.
This innovative book includes original research and commentary and is a must-
read for academics and researchers in the areas of public health, psychology,
sociology, media studies, youth studies and alcohol studies.
Antonia C. Lyons is Professor of Psychology at Massey University, New
Zealand.
Tim McCreanor is an Associate Professor and senior researcher at Social and
Health Outcomes Research and Evaluation (SHORE) and Whāriki Research
Centre, College of Health, Massey University, New Zealand.
Ian Goodwin is a Senior Lecturer in the School of English and Media Studies at
Massey University, New Zealand.
Helen Moewaka Barnes (Te Kapotai, Ngaphui-nui-tonu) is a Professor, the
Director of Whāriki and Co-director of the Social and Health Outcomes Research
and Evaluation (SHORE) and Whāriki Research Centre, at the College of Health,
Massey University, New Zealand.
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Globalization, Environmental Health and Social Justice
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Youth Drinking Cultures in a
Digital World
Alcohol, social media and cultures of
intoxication
Edited by Antonia C. Lyons,
Tim McCreanor, Ian Goodwin and
Helen Moewaka Barnes
First published 2017
by Routledge
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© 2017 selection and editorial material, Antonia C. Lyons, Tim
McCreanor, Ian Goodwin, Helen Moewaka Barnes; individual chapters,
the contributors.
The right of the editors to be identifi ed as the authors of the editorial
material, and of the authors for their individual chapters, has been asserted
in accordance with sections 77 and 78 of the Copyright, Designs and
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British Library Cataloguing-in-Publication Data
A catalogue record for this book is available from the British Library
Library of Congress Cataloging in Publication Data
Names: Lyons, Antonia C., author. | McCreanor, Tim, author. | Goodwin,
Ian, author. | Moewaka Barnes, Helen, author.
Title: Youth drinking cultures in a digital world : alcohol, social media and
cultures of intoxication / Antonia Lyons, Tim McCreanor, Ian Goodwin,
Helen Moewaka Barnes.
Other titles: Routledge studies in public health.
Description: Abingdon, Oxon ; New York, NY : Routledge, 2017. | Series:
Routledge studies in public health | Includes bibliographical references and
index.
Identifi ers: LCCN 2016035268| ISBN 9781138959040 (hardback) | ISBN
9781315660844 (ebook)
Subjects: | MESH: Alcohol Drinking--psychology | Alcohol Drinking--
prevention & control | Adolescent | Social Marketing--ethics | Social
Media--ethics | Social Media--legislation & jurisprudence
Classifi cation: LCC HV5135 | NLM WM 274 | DDC 362.292--dc23
LC record available at https://lccn.loc.gov/2016035268
ISBN: 978-1-138-95904-0 (hbk)
ISBN: 978-1-317-33832-1 (ebk)
Typeset in Times New Roman
by Saxon Graphics Ltd, Derby
Contents
List of contributors vii
Acknowledgements xiii
Introduction to youth drinking cultures in a digital world 1
ANTONIA C. LYONS, TIM MCCREANOR, IAN GOODWIN AND
HELEN MOEWAKA BARNES
PART I
Identities, social relations and power 13
1 Neoliberalism, alcohol and identity: a symptomatic reading of
young people’s drinking cultures in a digital world 15
IAN GOODWIN AND CHRISTINE GRIFFIN
2 Social locations: class, gender and young people’s alcohol
consumption in a digital world 31
LIN BAILEY AND CHRISTINE GRIFFIN
3 Curating identity: drinking, young women, femininities and
social media practices 49
JO LINDSAY AND SIAN SUPSKI
4 Masculinities, alcohol consumption and social networking 66
ANTONIA C. LYONS AND BRENDAN GOUGH
5 Ethnicity/culture, alcohol and social media 80
HELEN MOEWAKA BARNES, PATRICIA NILAND, LINA SAMU,
ACUSHLA DEANNE SCIASCIA AND TIM MCCREANOR
vi Contents
PART II
Alcohol marketing and commercialisation 99
6 Understanding social media as commercial platforms for
engaging with young adults 101
NINA MICHAELIDOU
7 Alcohol corporations and marketing in social media 115
NICHOLAS CARAH
8 Mobile technologies and spatially structured real-time
marketing 132
REBECCA MONK AND DEREK HEIM
9 Creating powerful brands 147
RICHARD PURVES
PART III
Public health and regulating alcohol promotion 165
10 Social media aff ordances for curbing alcohol consumption:
insights from Hello Sunday Morning blog posts 167
HÉLÈNE CHERRIER, NICHOLAS CARAH AND CARLA MEURK
11 Regulating social media: reasons not to ask the audience 185
ANDY RUDDOCK
12 Restricting alcohol marketing on social media in Finland 202
MARJATTA MONTONEN AND ISMO TUOMINEN
13 New marketing, new policy? Emerging debates over regulating
alcohol campaigns in social media 218
SARAH MART
14 Digital alcohol marketing and the public good: industry,
research and ethics 230
TIM MCCREANOR, HELEN MOEWAKA BARNES,
ANTONIA C. LYONS AND IAN GOODWIN
Index 242
Contributors
Lin Bailey is a Senior Lecturer in Psychology at Southampton Solent University
in the UK. Her research interests include new forms of gendered and classed
social inequalities, consumption and subjectivities with a particular interest in
young people’s drinking cultures. In conjunction with the local authority in
Southampton and with the involvement of local charities for young people and
colleges, she is currently supervising a PhD exploring drinking cultures of
young people aged 16 to 18 years old from a diverse range of social locations.
Nicholas Carah is a Senior Lecturer in Media and Communication at the School
of Communication and Arts, University of Queensland. His work examines
media technologies, alcohol consumption and promotion, and everyday culture.
Hélène Cherrier is currently Associate Professor at RMIT, Australia. Her
research interests focus on bringing about a more sustainable and just society
and involve changes in consumption lifestyles, social and environmental
activism, practices of re-use and re-purposing, and issues at the nexus of
marketing and sustainability, social justice and well-being. She has published
her work in high-quality refereed academic journals including the Journal of
Business Research, the European Journal of Marketing and the Journal of
Public Policy and Marketing.
Ian Goodwin is a Senior Lecturer in the School of English and Media Studies,
Massey University Wellington. With a background in cultural studies Ian’s
research is wide ranging and often inter-disciplinary, yet centres on
understanding the societal changes associated with the rise of ‘new’ media
technologies. He is interested in exploring intersections between contemporary
media forms, identity politics, popular culture, activism, citizenship, media
policy, consumption, health and well-being, and space/place.
Brendan Gough is a Critical Social Psychologist and Qualitative Researcher
interested in men and masculinities. Now based at Leeds Beckett University,
he has published many papers on gender identities and relations, mostly in the
context of health, lifestyles and well-being. He is co-founder and co-editor of
the journal Qualitative Research in Psychology; he edits the Critical Psychology
section of the journal Social & Personality Psychology Compass, and is
viii Contributors
associate editor for the journal Psychology of Men and Masculinity. He has
co-authored/edited three books in the areas of critical social psychology (with
McFadden, McDonald), refl exivity in qualitative research (with Finlay), and
men’s health (with Robertson).
Christine Griffi n (PhD University of Birmingham, UK) is Professor of Social
Psychology at the University of Bath. She is a member of the UK Centre for
Tobacco and Alcohol Studies funded by the UK Clinical Research
Collaboration. She has a long-standing interest in young people’s experiences,
as shaped by gender, class, race and sexuality, and the relationship between
identity and consumer culture. She was a founding member of the editorial
group that launched the international journal Feminism and Psychology in
1991. She is currently investigating alcohol marketing to young people via
social media funded by Alcohol Research UK.
Derek Heim is a Professor of Psychology at Edge Hill University. Utilising
quantitative and qualitative research methods, his work focuses on social,
cultural and contextual infl uences on substance use, health and well-being. He
is editor-in-chief of Addiction Research and Theory, the leading outlet for
research and theoretical contributions that view addictive behaviour as arising
from psychological processes within the individual and the social context in
which the behaviour takes place as much as from the biological eff ects of the
psychoactive substance or activity involved.
Jo Lindsay is Associate Professor of Sociology in the School of Social Sciences
at Monash University. She specialises in the sociology of families, consumption
and the environment. Over-consumption is a central theme of her research and
she has conducted several studies on the social dynamics of youth drinking.
Books include Consuming families: Buying, making, producing family life in
the 21st century with JaneMaree Maher and Families, relationships and
intimate life with Deb Dempsey.
Antonia Lyons is Professor of Psychology at Massey University, Wellington,
New Zealand. Her research focuses on the social and cultural contexts of
behaviours related to health and their implications for gendered identities and
embodied subjectivities. Antonia is a co-editor of the journal Qualitative
Research in Psychology and an associate editor of Health Psychology Review
and Psychology and Health.
Sarah Mart is a public health advocate, researcher, writer, and director. She has
directed research and policy analysis, programs, and publications on topics
including pinkwashed alcohol products, industry domination of alcohol
regulator groups, “drink responsibly” messaging, and alcohol promotion in
social media. Her peer-reviewed journal publications include articles in
Addiction, Substance Use and the Journal for Global Drug Policy and Practice.
She also presents and facilitates around public health, policy and social justice
for international, national, state and community audiences.
Contributors ix
Tim McCreanor is an Associate Professor and senior researcher at SHORE and
Whāriki Research Centre, College of Health, Massey University. His broad
public health orientation and interest in the social determinants of health and
well-being provide a platform for social science projects that support and
stimulate social change. Discourse analysis and action research methods have
been a key approach to studies of racial discrimination, youth well-being,
alcohol marketing, media representations and social cohesion.
Carla Meurk is a postdoctoral research fellow at the University of Queensland
where she co-leads the Policy and Research Translation Group at the
Queensland Centre for Mental Health Research. Her research spans mental
health and addiction and is focused on the prospective evaluation of innovations
and new technologies; consumer research and co-design; implementation
planning; policy analysis; and the development of research methods to
understand and improve health policy.
Nina Michaelidou is a Reader in Marketing at Loughborough University, UK.
Her research interests lie in the area of consumer behaviour and include
personality traits, perceptions and attitudes, image and emotions. She is the
Chair of the Academy of Marketing Special Interest Group on Consumer
Psychology and Cross-Cultural Research and has published papers in various
journals including European Journal of Marketing, Journal of Business
Research and the International Marketing Review.
Helen Moewaka Barnes (Te Kapotai, Ngaphui-nui-tonu) is a Professor, the
Director of Whāriki and Co-director of the SHORE and Whāriki Research
Centre, College of Health, Massey University. Her research areas include
natural environments and health, life-course approaches to health and well-
being, health promotion, health services research, identity culture and
nationhood, sexuality, parent and child health, growing Māori and Pacifi c
research capacity and research use; developing methods and methodologies
within Māori paradigms and evaluation research.
Rebecca Monk works as a Senior Lecturer in Psychology at Edge Hill University
in the UK. Her main research interests relate to social health psychology and
her work investigates the various ways in which social and environmental
contexts shape people’s alcohol-related cognitions and behaviours. In addition
to using traditional survey and experimental research designs, her
methodological repertoire encompasses context aware experience sampling
methods hosted on Smartphone applications.
Marjatta Montonen is a Researcher at the National Institute for Health and
Welfare in Finland who has a long track record of research around alcohol on
television and in the mass media and in particular the portrayal of alcohol on
Finnish television. She is currently a senior specialist on the EU-funded multi-
country project Joint Action on Reducing Alcohol Related Harm.