The role of the media in shaping young people's drinking cultures, practices and related identity making : studies of multiple media platforms

Abstract

This PhD submission presents a series of peer-reviewed journal articles (and other supporting publications) that synthesise an original programme of research that examined the ways in which the media platforms (magazines, television, marketing, Social Network Sites (SNS)) young people (11-21 years) engage with portrayed alcohol, it’s use and related practice. Young people’s own perspectives, interpretations and experiences were also explored, in order to better understand the role of the media in shaping young people’s drinking cultures, practices and related identity making, in ways that are gendered. The underlying theory is presented, the methodological approach employed critically reviewed, and researcher positionality considered. Published findings are then presented that highlight how entertainment media, marketing and peer content on SNS act as important sources of information through which young people learn what is socially acceptable and normative drinking practice for men and women, and how to ‘do’ and perform gender through alcohol-related practice. The research found that although mediated gendered norms around alcohol are reflected and reproduced in young people’s attitudes, beliefs, and behaviours, young people also appropriated and rejected alcohol-related messages within their own identity making. The use of the media and social media platforms (e.g. SNS) in disseminating health messages on alcohol to young people and young people’s acceptability of such approaches is also addressed. How the research has contributed to knowledge and the implications of the research for public health, gender studies and policy are also considered. The articles presented in this PhD, supporting documents, conference presentations and public engagement, provide a coherent, significant and novel multi-disciplinary contribution to knowledge on the role of the alcohol, media, and alcohol marketing in young people’s drinking cultures, and practices, and in shaping their identities. All the research conducted for the publications was undertaken during employment at the Public Health Institute, Liverpool John Moores University.