By Barrie Gunter; Anders Hansen; Maria Touri
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Additional info for Alcohol Advertising and Young People’s Drinking: Representation, Reception and Regulation
This acceptance of individuals who frequently get intoxicated can create a sense of normality about heavy drinking (Coleman & Cater, 2005). Even when society is perceived to be critical of drunkenness, however, young people tend to reject any suggestion that their consumption of alcohol should be externally controlled. , 2001). Social opinions about getting drunk have changed over time. Representations of drunkenness in the media are also signalled as playing a part in shaping public attitudes in this context.
Alcohol was also consumed during times of celebration. Drinking helped people to bond and for some individuals it boosted their self confidence. Typical drinking experiences did vary however not only between countries Advertising and Alcohol Consumption in Society 45 but also with the life stage and everyday living circumstances of group participants. Those living with a long-term relationship, for instance, might enjoy a quiet drink at home with their partner, while young adults still living at home with their parents would more often drink out of the home with their friends.
There are other mediated representations of alcohol consumption, that are not components of marketing campaigns, that can nevertheless offer examples for others to follow or associate drinking alcohol with specific social narratives that might lend justification to real-world patterns of consumption. The influence of mediated representations of alcohol use does not occur in a vacuum and must be considered within a wider social and cultural context. This perspective may be especially relevant in the context of excessive alcohol consumption among young people.
Alcohol Advertising and Young People’s Drinking: Representation, Reception and Regulation by Barrie Gunter; Anders Hansen; Maria Touri