Youth Drinking Cultures in a Digital World

Antonia C. Lyons is Professor of Psychology at Massey University, New Zealand.Tim McCreanor is an Associate Professor and senior researcher at SHORE and Whariki Research Centre, College of Health, Massey University, New Zealand.Ian Goodwin is a Senior Lecturer in the School of English and Media Studies at Massey University, New Zealand.Helen Moewaka Barnes (Te Kapotai, Ngaphui-nui-tonu) is a Professor, the Director of Whāriki and Co-director of the SHORE and Whāriki Research Centre, at the College of Health, Massey University, New Zealand..

'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

• 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