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

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 -- Neoliberalism, alcohol, and identity : a symptomatic reading of young people's drinking cultures in a digital world / Ian Goodwin & Christine Griffin -- Social locations : class, gender and young people's alcohol consumption in a digital world / Lin Bailey & Christine Griffin -- Curating identity : drinking, young women, femininities and social media practices / Jo Lindsay & Sian Supski -- Masculinities, alcohol consumption and social networking / Antonia C. Lyons & Brendan Gough -- Ethnicity/culture, alcohol and social media / Helen Moewaka Barnes, Patricia Niland, Lina Samu, Acushla Dee Sciascia & Timothy McCreanor -- Understanding social media as commercial platforms for engaging with young adults / Nina Michealidou -- Alcohol corporations and marketing in social media / Nicolas Carah -- Mobile technologies and spatially structured real-time marketing / Rebeca Monk & Derek Heim -- Creating powerful brands / Richard Purves -- Social media affordances for curbing alcohol consumption : insights from Hello Sunday Morning blog posts / Hélène Cherrier, Nicholas Carah & Carla Meurk -- Regulating social media : reasons not to ask the audience / Andy Ruddock -- Restricting alcohol marketing on social media in Finland / Marjatta Montonen & Ismo Tuoninen -- New marketing, new policy? Emerging debates over regulating alcohol campaigns in social media / Sarah Mart -- Digital alcohol marketing and the public good : industry, research and ethics / Tim McCreanor, Helen Moewaka Barnes, Antonia C. Lyons & Ian Goodwin Cover 1 Half Title 2 Title Page 4 Copyright Page 5 Table of Contents 6 List of contributors 8 Acknowledgements 14 Introduction to youth drinking cultures in a digital world 16 Part I Identities, social relations and power 28 1 Neoliberalism, alcohol and identity: a symptomatic reading of young people’s drinking cultures in a digital world 30 2 Social locations: class, gender and young people’s alcohol consumption in a digital world 46 3 Curating identity: drinking, young women, femininities and social media practices 64 4 Masculinities, alcohol consumption and social networking 81 5 Ethnicity/culture, alcohol and social media 95 Part II Alcohol marketing and commercialisation 114 6 Understanding social media as commercial platforms for engaging with young adults 116 7 Alcohol corporations and marketing in social media 130 8 Mobile technologies and spatially structured real-time marketing 147 9 Creating powerful brands 162 Part III Public health and regulating alcohol promotion 180 10 Social media affordances for curbing alcohol consumption: insights from Hello Sunday Morning blog posts 182 11 Regulating social media: reasons not to ask the audience 200 12 Restricting alcohol marketing on social media in Finland 217 13 New marketing, new policy? Emerging debates over regulating alcohol campaigns in social media 233 14 Digital alcohol marketing and the public good: industry, research and ethics 245 Index 257