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

ISBN-13: 9781138959040 / Angielski / Twarda / 2017 / 244 str.

Antonia Lyons

Opis

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; and
• public health and regulating alcohol promotion.

This innovative book contains original research and is a must-read for academics and researches in the areas of public health, media studies, youth studies and alcohol studies."

Recenzje

'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

Spis treści

Part I: Overview  1. Introduction  Part II: Youth Drinking Cultures in a Digital World: Variations across Social Locations  2. Young Women, Femininities, Social Media Practices, Social Networking and Drinking  3. Masculinities and Drinking Cultures Online  4. Class, Drinking and Young People  5. Cultural Location/Alcohol and SNS  Part III: Drinking Cultures in a Digital World: Alcohol Marketing and Commercialisation  6. Understanding Social Media As Commercial Platforms for User Generated Content  7. Alcohol Corporations and Marketing in Social Media  8. Mobile Technologies of Access, Alcohol Apps and Spatially Structured, Real-Time Marketing  9. Viral Marketing and User Generated Content  Part IV: Drinking Cultures in a Digital World: Consequences for Identity and Selfhood  10. Neoliberal Identities and Youth Drinking Cultures Online  11. Virtual Intoxigenic Identity  12. Resistances, Alternatives and Liminalities in Drinking Cultures  Part V: Undertaking Research to Explore Drinking Cultures in a Digital World: Issues and Considerations for Policy, Health Promotion, Ethics and Research Methodologies  13. Heath Promotion’s New Challenges and Possibilities: Theorising Practice on Social Media  14. Digital Research Methods and Ethics  15. Banning Alcohol Marketing On Social Media in Finland  16. New Marketing, New Policy? Emerging Debates over Regulating Alcohol Campaigns in Social Media