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 significant 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 field to explore how new technologies are reconfiguring 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.
Introduction to youth drinking cultures in a digital world, Antonia C. Lyons, Timothy McCreanor, Ian Goodwin & Helen Moewaka Barnes Part I: Identities, Social Relations and Power Chapter 1. Neoliberalism, alcohol, and identity: A symptomatic reading of young people’s drinking cultures in a digital world, Ian Goodwin & Christine Griffin Chapter 2. Social locations: Class, gender and young people’s alcohol consumption in a digital world, Lin Bailey & Christine Griffin Chapter 3. Curating identity: Drinking, young women, femininities and social media practices, Jo Lindsay & Sian Supski Chapter 4. Masculinities, alcohol consumption and social networking, Antonia C. Lyons & Brendan Gough Chapter 5. Ethnicity/culture, alcohol and social media , Helen Moewaka Barnes, Patricia Niland, Lina Samu, Acushla Dee Sciascia & Timothy McCreanor Part II: Alcohol Marketing and Commercialisation Chapter 6. Understanding social media as commercial platforms for engaging with young adults, Nina Michaelidou Chapter 7. Alcohol corporations and marketing in social media, Nicholas Carah Chapter 8. Mobile technologies and spatially structured real-time marketing, Rebeca Monk & Derek Heim Chapter 9. Creating powerful brands, Richard Purves Part III: Public Health and Regulating Alcohol Promotion Chapter 10. Social media affordances for curbing alcohol consumption: insights from Hello Sunday Morning blog posts, Hélène Cherrier, Nicholas Carah & Carla Meurk Chapter 11. Regulating social media: Reasons not to ask the audience, Andy Ruddock Chapter 12. Restricting alcohol marketing on social media in Finland , Marjatta Montonen & Ismo Tuoninen Chapter 13. New marketing, new policy? Emerging debates over regulating alcohol campaigns in social media, Sarah Mart Chapter 14. Digital alcohol marketing and the public good: Industry, research and ethics , Tim McCreanor, Helen Moewaka Barnes, Antonia C. Lyons & Ian Goodwin
'Popular and scholarly concern about youthful drinking has long been widespread. This edited collection focuses on something new—alcohol consumption shaped by digital media such as Facebook, Twitter, YouTube, and Instagram. For instance, nearly one billion people worldwide consult Facebook daily on their smartphones and other mobile devices. Teenagers are avid consumers of such social media. A mixture of social scientists and media specialists contributed essays to this collection. As outlined in the editors’ introduction, the book focuses on three areas: “1) identities, social relations and power; 2) alcohol marketing and commercialization; and 3) public health and regulating alcohol promotion.” The papers for the first section include ones on class, femininities, masculinities, and ethnicity. Non-expert readers will find papers in the second section less challenging, for example, “Creating Powerful Brands." The third section leads most directly to application, curbing alcohol consumption. Only specialists are likely to read the entire book. With guidance, advanced undergraduates might read selected chapters. Hopefully, research on this important topic will be made accessible to a larger readership than this volume is likely to reach.'
--D. M. Fahey, Miami University, December 2017, CHOICE magazine