Abstract
The ‘gender gap’ between male and female college drinkers has been closing steadily due to the dramatic increase in female drinking. However, it is unclear why this increase has taken place. Social norms are associated with alcohol behavior, and social networking sites are a way that these norms are propagated. Alcohol displays on social media sites are significantly associated with greater self-reported alcohol consumption, and pictorial displays are on the rise. The purpose of this study was to assess pictorial alcohol displays by college students on Facebook.
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