Fiona Hutton

Youth drinking cultures, social networking and alcohol marketing: implications for public health

Alcohol consumption and heavy drinking in young adults have been key concerns for public health. Alcohol marketing is an important factor in contributing to negative outcomes. The rapid growth in the use of new social networking technologies raises new issues regarding alcohol marketing, as well as potential impacts on alcohol cultures more generally. Young people, for example, routinely tell and re-tell drinking stories online, share images depicting drinking, and are exposed to often intensive and novel forms of alcohol marketing. In this paper, we critically review the research literature on (a) social networking technologies and alcohol marketing and (b) online alcohol content on social networks, and then consider implications for public health knowledge and research. We conclude that social networking systems are positive and pleasurable for young people, but are likely to contribute to pro-alcohol environments and encourage drinking. However, currently research is preliminary and descriptive, and we need innovative methods and detailed in-depth studies to gain greater understanding of young people’s mediated drinking cultures and commercial alcohol promotion.

'Up for it, mad for it? Women, drug use and participation in club scenes'

In this paper the meanings that participating in contemporary club scenes have for women are analysed in terms of risk and pleasure. The notion that club spaces provide an equal environment where women are free to participate without encountering sexual harassment from men is questioned, as is the assumption that all club spaces are the same. The differences between club spaces are discussed in terms of mainstreams and undergrounds and the implications that these different spaces have an impact on the women who choose a clubbing lifestyle. Previous accounts of womens sexual behaviour have focused on risk and danger. This extended analysis, by putting this behaviour into the context of drug use, risk and pleasure allows for a different reading of womens experiences. An ethnographic study using in-depth interviews, focus groups and participant observations was carried out to ascertain how women viewed their own participation on club scenes. The data suggests that women feel more comfortable in underground club spaces as they encounter less sexual harassment there, and that factors such as alcohol use and self esteem are crucial in determining risk taking behaviour. The use of ecstasy itself was not seen as a precursor to risk taking behaviour. The negotiation of femininity and sexuality in club spaces is highlighted as problematic for the women concerned. In constructing identities within club spaces however, a positive femininity can be produced in opposition to traditional, passive images of femininity and sexuality.

‘See it doesn’t look pretty does it?’ Young adults’ airbrushed drinking practices on Facebook

A range of negative health outcomes are associated with young adults’ drinking practices. One key arena where images of, and interaction about, drinking practices occurs is social networking sites, particularly Facebook. This study investigated the ways in which young adults’ talked about and understood their uses of Facebook within their drinking practices. Face-to-face, semi-structured interviews were conducted with seven New Zealand young adults as they displayed, navigated and talked about their Facebook pages and drinking behaviours. Our social constructionist thematic analysis identified three major themes, namely ‘friendship group belonging’, ‘balanced self-display’ and ‘absences in positive photos’. Drinking photos reinforced friendship group relationships but time and effort was required to limit drunken photo displays to maintain an overall attractive online identity. Positive photos prompted discussion of negative drinking events which were not explicitly represented. Together these understandings of drinking photos function to delimit socially appropriate online drinking displays, effectively ‘airbrushing’ these visual depictions of young adults’ drinking as always pleasurable and without negative consequences. We consider the implications of these findings for ways alcohol health initiatives may intervene to reframe ‘airbrushed’ drinking representations on Facebook and provoke a deeper awareness among young people of drinking practices and their online displays.

Risky business: Gender, drug dealing and risk

This article examines drug dealing as a business activity, contrasting the experiences of two male drug dealers and a female drug dealer and examining the unique roles that are assigned to both male and female dealers. The issues associated with these roles include risk, masculinity and criminality, visibility, violence and intimidation, networks and trust. What will be focussed upon in this article will be the themes of hegemonic masculinity, risk, and visibility. The contrasting experiences of male and female drug dealers demonstrated in this study show that this type of criminality is indeed affected by the gendered position of the different dealers. To negotiate masculinity in the world of drug dealing, for female dealers in particular, is argued to be problematic as this type of criminal activity is negotiated around ‘hegemonic masculinity’. Issues of risk are also examined and how these are affected by the gender of the dealer in question, as is visibility and how these things are negotiated by the female dealer to protect herself from the hegemonic masculine world she moves through.

Cultures of Intoxication: Young Women, Alcohol, and Harm Reduction

Much attention has been paid in the last decade to the “cultures of intoxication” of modern Western societies such as Britain, Australia, and New Zealand. This has manifested in an intense focus on the amount of alcohol that young people in particular consume per session and their resultant practices. This article explores young womens drinking cultures and focuses instead on their social motivations for socializing in specific places as well as their emotional connections to these particular spaces. The role of alcohol is reflected on within these motivations and connections in relation to the way it engenders particular practices. Places of risk (as well as pleasure) are identified and considered in terms of harm-reduction interventions. Young womens drinking practices are also positioned within a neoliberal social context, producing tensions in their engagement with, and negotiation of, cultures of intoxication. Harm-reduction initiatives need to speak to these tensions and to avoid producing campaigns based on conservative ideals of femininity and respectability.

Alcohol and social media: drinking and drunkenness while online

Our New Zealand-based research provides new insights, drawn from focus group and interview data gathered from 18- to 25-year-olds, about how alcohol use and technology converge in drinking and drunkenness while online. Alcohol consumption is a key source of harm and damage to population health, particularly for young people whose engagement with web-based communications may be exacerbating problems. Participants’ talk around alcohol and SNS use is complex, with expressions of caution and regret, juxtaposed with accounts of fun, excitement and pleasure. Sharing, narration and elaboration of experiences of alcohol use online reinforce the social nature of risky drinking practices. The interface of social media and alcohol use is attracting novel forms of alcohol marketing that penetrates virtual and offline spaces, undermining conventional public health policies, approaches and tools for reducing population-level alcohol consumption.

“Tragic girls” and “crack whores”: Alcohol, femininity and Facebook

New Zealand, similar to many other westernised nations, has a well-developed national culture of drinking to intoxication. Within this cultural context, young women are exhorted to engage with the night time economy, get drunk and have “fun” without relinquishing claims to “respectability”. More recently, the rise of Facebook and other social networking sites has coincided with shifts in postfeminism, neo-liberalism and the development of the night time economy. Social networking sites have become a mundane part of people’s everyday lives, whilst still reflecting structural constraints such as class, ethnicity and gender. This article reports on a qualitative study of young women’s drinking practices and uses of Facebook. Focus group discussions were conducted with eight friendship groups involving 36 participants aged 18–25 years. Transcripts of these discussions were subjected to thematic analysis. Three key themes were identified: “tragic girls” and “crack whores”; “drunken femininities”; and “Facebook, alcohol and drunken femininities”. The results indicated that young women experienced significant tensions in expressing their “drunken femininities” both in public and online, whilst also engaging in “airbrushing” of Facebook photos to minimize the appearance of intoxication for known and unknown audiences.

'Is your city pretty anyway?' Perspectives on graffiti and the urban landscape

Drawing on survey and focus group research completed in New Zealand in 2009 this article examines young peoples’ perspectives on graffiti and tagging. The results further demonstrate that graffiti writing is an activity invested with considerable cultural meaning by many of those engaged in it and that their understanding of graffiti is considerably at odds with prevailing political, media and policy discourse that sees it purely in terms of criminal damage and antisocial behaviour. While graffiti can be conceptualised as an alternative way of ‘reading’ urban space, the results of this study show that writers recognised that graffiti had damaging consequences and was inappropriate in some contexts. Graffiti was not simply nihilistic destructive behaviour but one in which perceptions of criminality were leavened by aesthetic judgements and the allure and excitement of potential local celebrity.

‘You don’t ditch your girls’: young Māori and Pacific women and the culture of intoxication

Māori and Pacific Peoples experience a disproportionate burden of alcohol-related harm relative to other ethnic groups, yet little is known about the context in which this drinking occurs. Few studies have explored how and why young Māori and Pacific women drink. Therefore, this article aims to develop a more nuanced and detailed account of Māori and Pacific young women’s drinking practices. The following article reports on an ethnographic study of young Māori and Pacific women aged 18–30. Five Māori participants and six Pacific participants were selected and asked to become researchers within their social groups. Nine female researchers also became participants in the study, accompanying recruited participants to drinking occasions and events. Participants were each given a ‘drinking diary’ to document drinking occasions, which formed the data-set for the project. Three levels of thematic analysis were undertaken. The first noted broad themes with the second and third levels exploring more nuanced themes and identifying intersections across themes. The study demonstrated that Māori and Pacific young women’s engagement with New Zealand’s culture of intoxication is complex: Māori and Pacific women drink for pleasure or to achieve a ‘buzz’ and to be social. Drinking practices are deeply affected by ethnic and peer group collectives (‘the girls’), traditions and expectations. Harm reduction initiatives need to take account of the many pathways specific to how Māori and Pacific young women engage with alcohol use. Additionally, the wider context in which alcohol-related harm occurs needs to be considered in policy and harm reduction debates.

Kiwis, Clubs and Drugs: Club Cultures in Wellington, New Zealand

Abstract Illicit drug use within club cultures has been well documented internationally, but research and scholarship about New Zealand club cultures is scarce. This article explores recreational drug use among a sample of 18–48-year-old clubbers in Wellington clubs, New Zealand in 2004–5. The normalisation thesis is used as a basis for analysis with a focus on the issues raised by this thesis. The problematic issues raised by the normalisation thesis and developed in this article were that the processes of normalisation, including current regular drug use and drug-wiseness, varies between locales and between casual, formal or reformed drug users. This reflects both variation in ‘cultural accommodation of the illicit’ and the nature of the diverse population represented.