Emeka W. Dumbili

‘What a man can do, a woman can do better’: gendered alcohol consumption and (de)construction of social identity among young Nigerians

BackgroundThe misuse of alcohol and other drugs among young people, especially students, is a growing global phenomenon. In traditional Nigerian society, different locally-produced alcoholic beverages served complex roles but were mainly consumed among adult males for pleasure. Though adult females in some communities consumed alcohol, the practice of drinking was culturally controlled. In contemporary Nigeria, available quantitative studies reveal changing patterns of alcohol use amongst youth but fail to unravel the social variables that motivate alcohol use among this group.MethodsQualitative data were collected through in-depth interviews with 31 (22 males and 9 females, aged 19–23 years) undergraduate students attending a university located in a metropolitan city in Anambra State, south-eastern Nigeria. Data were collected and analysed to generate themes with the aid of Nvivo 10 software.ResultsThere appears to be a resilient socio-cultural belief in which men see alcohol as ‘good for males’ while the females in contrast believe that alcohol does not discriminate according to gender and should be drunk by both males and females. Findings also point to the ways in which male-gendered drinking behaviours, such as heavy or fast drinking are employed by women to develop social capital.ConclusionsThese results do suggest how gendered constructions of alcohol consumption create risks for both men and women, how they negotiate and ameliorate those risks, and how women challenge gender roles through their use of alcohol. Some focus on formulating evidence-based policies and comprehensively evaluated campaigns are needed to disseminate information about the risks and potential consequences of heavy alcohol consumption in order to promote safer alcohol use by young people.

The Politics of Alcohol Policy in Nigeria: A Critical Analysis of How and Why Brewers Use Strategic Ambiguity to Supplant Policy Initiatives

The global call by the World Health Assembly (WHA) to control the rising alcohol-related problems caused by harmful consumption became necessary in 2005 due to the recognition of the fact that many countries did not have alcohol policies. This gave rise to the adoption of a 10-point policy strategy by the World Health Organization (WHO) Member States in 2010. Against this backdrop, many countries adopted alcohol policies to reduce harmful alcohol consumption. Nigeria was one of the WHO Member Countries that adopted the resolution. Globally, Nigeria is among the 30 countries with the highest per capita consumption and alcohol-related problems, yet has not formulated alcohol policy to date. This paper draws on Eisenberg’s Strategic Ambiguity Model to explore the role of brewers in supplanting alcohol policy initiatives in Nigeria. It argues that the leading alcohol producers in Nigeria have been the main reason alcohol policies have not been formulated. The article focuses on why their campaigns for responsible drinking, promotions, sponsorships and ‘strategic social responsibilities’ may have increased since the WHA made the call and the WHO adopted the resolution in 2010. It concludes by arguing that there is an urgent need to formulate policies drawing from the WHO resolution to curtail the activities of these brewers and reduce harmful consumption.

Can brewer-sponsored “drink responsibly” warning message be effective without alcohol policies in Nigeria?

Abstract Alcohol availability, use and misuse and their related problems are rising in many parts of the African continent, and this has been attributed to many factors such as non-existent or ineffective regulatory measures. In contemporary Nigeria, while a culture of intoxication is growing, there are no regulatory measures in the form of alcohol policies to reduce it. What exists is brewer-sponsored self-regulation. This article therefore critically analyses this self-imposed “drink responsibly” warning message, arguing that since responsible drinking messages are strategically designed to serve the interest of alcohol industries, it cannot be effective. The article further argues that since there are no definitions of standard drinks and where alcohol by volume (ABV) is scarcely inscribed on product labels of alcoholic beverages, such message will remain ineffective. Therefore, it recommends that an urgent step should be taken by the government to formulate and implement comprehensive evidence-based alcohol policies in Nigeria.

Intoxicating Entertainment? The Influence of “Star Music Trek” on the Drinking Practices of Nigerian Students

Sophisticated marketing strategies are increasingly used by transnational alcohol companies in Nigeria. While this facilitates alcohol availability and encourages alcohol consumption, there are no effective policies to regulate alcohol marketing. This study draws on qualitative interviews with 31 Nigerian university students (aged 19–23 years) to explore some of the ways in which “Star Music Trek” (SMT, a brewer-sponsored music concert) establishes spaces that facilitate alcohol consumption among Nigerian youths. The data were analyzed to generate themes with the aid of NVivo 10 software. The article argues that although the rationale for attending the SMT event is to be entertained by famous artists for a reduced entrance fee, the event creates conditions that influence young people to use alcohol in diverse ways. Among nondrinkers, SMT establishes conditions that influence alcohol initiation because purchasing “Star beer,” the brand that sponsors SMT, not only serves as a ticket or gate pass to some of the concerts, but it is also the only brand sold at the event. Among those who use alcohol, SMT creates spaces that encourage a culture of intoxication because of the easy availability and accessibility of Star beer and promotional activities in the form of price reductions, raffle draws, and free drinks. The participants also discussed the ways in which the sponsor uses its marketing representatives to promote brand allegiance by encouraging attendees to favor Star beer after the concert. Overall, the findings reveal that SMT is a sophisticated marketing strategy to promote the Star brand. The study discusses the implications of the findings and concludes that effective national alcohol control policies should be formulated and implemented in Nigeria.

The influence of alcohol industry-sponsored “Gulder Ultimate Search” reality television series on the drinking behaviors of Nigerian youths

Abstract Background: Alcohol consumption among youths and its related problems are increasing in Nigeria. Whilst one of the reasons for this is due to the marketing activities of the transnational alcohol corporations, there are no written national alcohol control policies that regulate alcohol marketing in Nigeria. Methods: This article draws on in-depth interviews with 31 Nigerian university students (aged 19–23 years) to explore the extent to which the “Gulder Ultimate Search” (GUS) reality television show influences alcohol consumption amongst GUS contestants, television audiences and those who participate in GUS promotional activities. Results: The results show that GUS was very popular amongst students and their knowledge of the reality show was high, to the extent that they were able to identify the particular alcohol company that sponsors the reality television program, the number of contestants that compete for the prizes in each season, and what can be won by the contestants or television viewers. GUS influences the drinking behaviors of contestants because one of the criteria for participation is to present 10 or more recently used “cans” of “Gulder beer” during the screening exercise. GUS also appears to influence the drinking behaviors of television viewers and those who participate in promotions due to product placement, direct advertisements and promotional activities that accompany the “Fan-Based Edition” aspect of GUS. Conclusion: Overall, GUS is a disguised marketing strategy to promote brand awareness, and to increase sales and consumption. Alcohol control policies that regulate event sponsorship and promote public health should be implemented in Nigeria.

“She encourages people to drink”: A qualitative study of the use of females to promote beer in Nigerian institutions of learning

Abstract Background: University students engage in heavy alcohol consumption and one factor that facilitates their alcohol use is alcohol marketing. Diverse sophisticated sales promotion strategies are used by multinational alcohol industries in Nigeria, and no policies to regulate alcohol promotion exist. This study explores the marketing strategy of using female students to promote beer in bars, nightclubs and hotels and how it facilitates alcohol use amongst students. Methods: Thirty-one in-depth interviews were conducted with university students (aged 19–23 years). The data were analysed to generate themes with the aid of NVivo 10 software (QSR International Pty Limited, Doncaster, Victoria, Australia). Results: The results show that female students identified as “beautiful” are strategically employed to promote beer brands in bars, nightclubs and other drinking sites. Beer promotion involves socialising in bars and persuading customers to buy more alcohol. Women agree to promote beer due to the commission that they are paid within a short time period. However, promoting beer creates different levels of risk for beer promoters. Beer promoters may be pressured into unwanted relationships because purchasing beer, for some men, constitutes the first step towards initiating a relationship with them. Their male customers are also at risk because they may drink large quantities of alcohol, either to gain the approval of a beer promoter in the hope of a relationship or to win prizes, such as free drinks and other branded paraphernalia that accompany beer promotion. Conclusions: The findings suggest that using women to promote beer facilitates their exploitation and also contributes to the growing alcohol-related problems in Nigeria. Effective written national alcohol control policies that regulate alcohol promotion should be formulated and implemented in Nigeria.

Gendered sexual uses of alcohol and associated risks: a qualitative study of Nigerian University students

BackgroundAlcohol misuse among young people is a global phenomenon. In many countries, young people engage in heavy drinking and this exacerbates risky sexual behaviour. In Nigeria, alcohol held multiple roles in the traditional era but was mainly consumed by adult males for pleasure. Adult females and young people were culturally constrained from drinking in most communities. In contemporary Nigeria, young people’s drinking is increasing, and many engage in sexual intercourse under the influence of alcohol.MethodsThis study draws on the traditional gender and social sexual scripts to explore the factors that motivate young people to use alcohol for sexual purposes. In-depth interviews were conducted with 19 to 23-year old male and female undergraduate students from a Nigerian university. Thematic analysis was conducted with the aid of NVivo 10 software.ResultsMen drink to become confident to initiate sexual relationships, stimulate sexual urges, prolong erection, increase sexual satisfaction and become more aggressive during sexual intercourse. Women also drink to be bold in initiating sexual relationships, for sexual arousal and to increase satisfaction. Relatedly, not every brand of alcohol is used for sexual purposes. For example, while men use ‘herbal’ alcoholic beverages and a mixture of locally-produced gin and marijuana, women use champagne and other flavoured alcoholic beverages. The results also revealed that young people use alcohol or salt in a bid to prevent conception after sexual intercourse.ConclusionsAdherence to the traditional gender (masculinity) and social sexual scripts amongst men and the enactment of what appears to be a new form of femininity script amongst women contribute to a culturally specific understanding of the motivations to use alcohol for sexual purposes. Evidence-based strategies should be employed to distribute information about the consequences of sexual intercourse under the influence of alcohol.

A review of substance use among secondary school students in Nigeria: Implications for policies

Abstract The use and misuse of psychoactive substances among adolescents are increasing in Africa. While heavy episodic drinking among adolescents in Nigeria is growing, there are no written alcohol control policies to regulate the production and availability of alcohol. This article describes the patterns and determinants of alcohol use among Nigerian adolescents in secondary school. Nineteen quantitative studies published in peer-reviewed English language-based journals were reviewed. The results reveal more current and lifetime alcohol use among males than females. The findings also reveal that the motives for using alcohol include staying awake in order to study at night, drinking to forget one’s problems, drinking to alleviate anxiety and drinking to enjoy festivals. Similarly, the results reveal that peer pressure in the form of drinking to satisfy friends or to not be seen as different from one’s group predicted alcohol use, while multiple substance-related problems were reported among substance users. Amongst other factors, the non-existence of alcohol control policies, which increased alcohol availability, was associated with alcohol use. This article discusses the implications of these findings, the possible re-orientation of Nigerian adolescents, the formulation of effective alcohol policies and suggested further research.

Awareness of alcohol advertisements and perceived influence on alcohol consumption: a qualitative study of Nigerian university students

Abstract Despite the growing alcohol marketing activities of the transnational alcohol industries in Nigeria, little research has focussed on their effects on Nigerian youths. This study explores students’ awareness of electronic and outdoor alcohol advertisement on campus and around students’ off-campus residential and leisure sites, and the extent to which they perceive it to affect their drinking. Thirty-one in-depth interviews were conducted with male and female undergraduate students (aged 19-23 years) from a south-eastern Nigerian university. Alcohol advertisements on television, posters, billboards and the branded fences of bars are common on campus and around students’ off-campus residential and leisure spaces. While students were exposed to television alcohol advertisements aired during football games, movies and news hours, they regularly saw point-of-sale and other outdoor advertisements on and around the campus. Students demonstrated sophisticated levels of awareness of alcohol advertisements, to the extent that they ‘identified’ brand names, vividly described the advertising messages they had seen and named specific bars, restaurants and other sites where they had seen alcohol advertisements regularly. While alcohol advertisement influenced men to consume new products, it also affected their brand preference on a permanent basis. Although alcohol advertisements appear not to have influenced the women, it is argued that this was because they were exposed to the advertisements of alcoholic brands that are categorised as ‘men’s alcohol’ in Nigeria. The results suggest that while effective monitoring of electronic and outdoor advertisements should be reinforced, policymakers may consider replacing self-regulation with evidence-based alcohol control regulatory measures in Nigeria.

The McDonaldization of Nigerian Universities: A Sociological Analysis and Critique of Engendering Policies

This article examines the extent to which the deregulation of Nigerian higher education (HE) has facilitated the McDonaldization of the universities. University education in Nigeria commenced in 1948 with the establishment of the University College, Ibadan. After independence in 1960, subsequent governments expanded the number of universities, a policy based on a lack of quality manpower in leadership positions created by the exit of British officials and the need to grant access to an increasing number of prospective students. In the 1970s, the number of universities increased accompanied by a decline in infrastructure, funding, and working conditions. This resulted in several strikes and an exodus of academics to other countries. Instead of tackling the problems, the federal government shifted responsibilities by approving private ownership of universities in 1999 and by establishing the National Open University of Nigeria (NOUN) in 2001. Against this backdrop, this article critically analyzes how some of these reforms facilitated the McDonaldization of Nigerian universities. The article reveals how this has resulted in an overloading of responsibilities on the faculty, erosion of academic autonomy, a prioritization of quantity over quality of publications, and an assumption of “customer” status by students. The article uses evidence from McDonaldized HE in Western countries to discuss the implications of these developments and suggests some remedial measures.