Nicole Biagioni

Factors influencing young people's use of alcohol mixed with energy drinks.

A growing evidence base demonstrates the negative health outcomes associated with the consumption of energy drinks (ED) and alcohol mixed with energy drinks (AMED), especially among young people. Work to date has focused on the physiological effects of ED and AMED use and the motivations associated with consumption, typically among college students. The present study adopted an exploratory, qualitative approach with a community sample of 18-21 year olds to identify relevant barriers, motivators, and facilitators to AMED use and to explicate the decision-making processes involved. The sensitisation method was used to collect data from a cohort of 60 young adult drinkers over a period of six months via individual interviews, focus groups, and introspections. The findings indicate that there may be a general understanding of the negative consequences of AMED use, and that these consequences can constitute barriers that serve to discourage frequent consumption among young people. This outcome suggests the potential application of positive deviance and social norms approaches in interventions designed to reduce AMED use among this population segment. The results are promising in the identification of a large number of concerns among young adults relating to AMED use. These concerns can constitute the focus of future communications with this target group. The results are likely to have relevance to other countries, such as the US and the UK, that share similar alcohol cultures and where energy drinks have achieved comparable market penetration rates.

Young adults, alcohol and Facebook: a synergistic relationship

Purpose There is a growing body of research into the utilisation of social networking sites (SNS) by alcohol marketers, but less research into how young people utilise SNS to create their own meanings of, and interactions with, alcohol. The purpose of this study was to explore young adults’ perceptions of the nexus between alcohol and SNS. Design/methodology/approach In total, 60 adults aged 18-21 years took part in an intensive data collection process over six months. All references to social media in the interviews, focus groups and written introspections were compiled and analysed. Findings Results showed social media use stimulates alcohol consumption and alcohol consumption stimulates social media use. Four main themes emerged: social engagement, identity, drinking culture and distancing. Participants reported being constantly exposed to, and often influenced by, images of their peers enjoying themselves while consuming alcohol, with little representation of negative outcomes. Research limitations/implications The relationship between SNS, social norms and drinking behaviours is complex; there is a need for further research into the dynamics of this relationship to inform social marketing interventions. Originality/value While there is a body of research into commercial references to alcohol on SNS, there is less research into the ways young people utilise SNS to create their own meanings of, and interactions with, alcohol. The consumer research that has been conducted to date has focused on quantifying references to alcohol and drinking behaviours, observing profiles or surveying users. This study addresses a key gap in the literature that is needed to inform social marketing interventions to reduce excessive alcohol consumption: when, why and how do young people post about alcohol.

Ir)responsible drinking campaigns.

TO THE EDITOR: The alcohol industry invests in “responsible drinking” advertisements purportedly designed to meet corporate social responsibility objectives. Analysts have proposed that such advertising is used to avoid alcohol control measures and in effect constitutes alcohol promotion.1-4 The Australian alcohol industry organisation DrinkWise recently launched an online video advertisement, “How to drink properly”, which has been seen by tens of thousands of viewers. To investigate young drinkers’ responses, we conducted a qualitative study with 40 Western Australian drinkers aged 18–21 years. A research agency recruited the sample members from among young people listed in its large database, who were sent an invitation email to ascertain whether they drank alcohol. Eligible respondents were then sent an email in March 2014 containing an internet link to the video and an open-ended request to “Let us know your reactions to this video”. The participants responded by reply email. Data were analysed using NVivo 10 (QSR International). The responses were coded according to attitudinal (eg, like/dislike the ad) and behavioural intentions variables. The study was approved by the Curtin University Human Research Ethics Committee. Around two-thirds of respondents reported liking the ad, describing it as “cool”, “classy” and “clever”. It was viewed as specifi cally targeting their age group: “The message was clearly targeting younger drinkers, perhaps in their teens and 20s”; “You can tell it is solely focused on the younger demographic”; and “It seemed as though it was talking to me and my friends, rather than the whole community”. Reasons given for this perception included creative elements (cartoon format, humour, swearing) and recognition of heavy drinking practices: “It accepts that people drink and get ‘shitfaced’, as the ad says”. Some noted that the ad stimulated desire: “It immediately encouraged me to drink”. Overall for this sample, the takeout message was that drinking is a normal part of life with distinct advantages if undertaken at “appropriate” levels. No respondents nominated the number of drinks required to achieve this level. Some commented that they were aware of the need to avoid excessive consumption, but that it is diffi cult to stop once drinking has commenced. There was no demonstrated understanding of the National Health and Medical Research Council guidelines, which note that young people up to the age of 25 “are at particular risk of harm from alcohol consumption”.5 Our study fi ndings suggest that through its “responsible drinking” advertising, DrinkWise instead risks effectively promoting alcohol consumption to 18–21-year-olds. Of considerable concern is that people aged under 18 are also highly likely to be exposed to this advertisement, given its online placement.

Anticipating and addressing event-specific alcohol consumption among adolescents

BackgroundVarious specific events and celebrations are associated with excessive alcohol consumption and related harms. End-of-school celebrations such as Schoolies in Australia are of particular concern given high levels of documented harm among underage and young drinkers. The present study investigated high school students’ expectations of their Schoolies celebrations to inform future interventions to reduce adverse outcomes among members of this vulnerable group and other young people involved in similar rites of passage.MethodsA link to an online survey was distributed via high schools and Schoolies-related websites. The survey included qualitative questions that invited respondents to discuss (i) aspects of Schoolies they were looking forward to most and least and (ii) their perceptions of the likely consequences if they refrained from consuming alcohol during the event. In total, 435 students provided responses.ResultsRespondents discussed the role of Schoolies in marking their transition to adulthood. Their comments revealed a cross-temporal focus indicating that Schoolies is simultaneously symbolic of the past, present, and future. Through its ability to enhance social interaction, alcohol was perceived to have a vital role in realising the potential of this event to signify and facilitate this temporal progression.ConclusionsResults suggest interventions that treat Schoolies as an isolated event that occurs in specific locations may fail to appreciate the extent to which these events transcend time for those involved. Instead, harm reduction is likely to involve a reconceptualisation of the event among both participants and authority figures to facilitate the provision of alternative pastimes to drinking during Schoolies that yield similar social benefits.

Whetting disadvantaged adults' appetite for nutrition education.

OBJECTIVE To identify the features of a nutrition education programme for disadvantaged adults deemed most attractive and useful by participants. DESIGN A two-year, multi-method, qualitative evaluation of pre and post data collected from programme participants. Data were imported into NVivo10 for coding to facilitate a thematic analysis. SETTING Western Australia. Participants Individuals attending the Western Australian FOODcents nutrition education programme that is designed to provide knowledge and skills needed to consume a healthy diet on a budget. Focus groups were conducted several weeks after course completion (five groups, forty-seven participants), observations were conducted during FOODcents sessions (thirty-one observation episodes, 237 participants), and open-ended questions were asked in pre-post hard-copy surveys administered in sessions (n 927) and an online survey administered on average six weeks after course completion (n 114). RESULTS The course attributes that were found to be especially important to participants were: (i) user-friendly, practical information that could be immediately translated to their daily lives; (ii) experiential learning that involved direct contact with food products; and (iii) opportunities for social interaction. These aspects of nutrition education were described as being highly influential in the decision to participate in the course, the application of the information in their subsequent food purchase and preparation activities, and their word-of-mouth communications with others about the course. CONCLUSIONS Incorporating aspects of most importance to participants into nutrition education programme delivery and promotion may increase joining rates, enjoyment, satisfaction with course content and, ultimately, the uptake of recommended behaviours.

An investigation of young girls’ responses to sexualized images

Evidence suggests that the sexualization of girls has increased and become more explicit in recent years. However, most of the research conducted to date has focused on sexualization in adults. To address this research gap, this study explored how young Australian girls respond to and describe sexualized and non-sexualized depictions of their peers. Results from 42 girls aged 6-11 years revealed that sexualization was a perceptually salient attribute, with participants readily classifying sexualized girls as a subgroup. Participants also made distinct trait attributions based on the differences between sexualized and non-sexualized girls. The results suggest that young girls respond differently to sexualized and non-sexualized depictions of their peers and are beginning to develop stereotypes based on these depictions. As such, the implementation of media literacy programs in adolescence may be too late and efforts may be required to address this issue among younger children.

Attitudinal and behavioural responses to increasing tobacco control regulation among high smoking prevalence groups: A qualitative study: Disadvantaged smokers’ responses to policies

INTRODUCTION AND AIMS Despite substantial reductions in smoking prevalence in many countries, rates remain high among people who are experiencing disadvantage. This study aimed to explore attitudinal and behavioural responses to population-wide tobacco control policies among Australian smokers experiencing disadvantage. DESIGN AND METHODS Semi-structured qualitative interviews were conducted with 84 smokers attending community service organisations in the mental health, homelessness, and alcohol and other drug sectors. Interviewees discussed various tobacco control policies (tobacco taxes, smoke-free areas, plain packaging and graphic health warnings). The interview transcriptions were coded and thematically analysed. RESULTS Responses to tobacco taxes were mixed. Some interviewees reported smoking less as a result of price increases, while others reallocated funds from other budget areas. Many perceived smoke-free area policies as effective, although some described strategies they use to circumvent this policy, thereby diminishing its effectiveness. Plain packaging and graphic warnings were perceived as being least effective. DISCUSSION AND CONCLUSIONS While tobacco control policies can elicit intended attitudinal and behavioural responses, additional efforts are needed to enhance their effectiveness among smokers experiencing disadvantage. Future efforts to reduce smoking rates should address responses that diminish policy effectiveness among groups exhibiting high smoking prevalence. This could be achieved through strategies that address the specific needs of these groups, such as providing additional cessation support, enforcing existing smoke-free policies in ways that minimise inequitable effects, and addressing self-exempting beliefs.

Defining binge drinking: young drinkers' perceptions of risky alcohol consumption

N. Biagioni , S. Pettigrew , S.C. Jones , J. Stafford , M. Daube , T. Chikritzhs e a School of Psychology and Speech Pathology, Curtin University, Western Australia, Australia b Centre for Health and Social Research, Australian Catholic University, Victoria, Australia c McCusker Centre for Action on Alcohol and Youth, Curtin University, Western Australia, Australia d Faculty of Health Sciences, Curtin University, Western Australia, Australia e National Drug Research Institute, Curtin University, Western Australia, Australia