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This paper aims to understand how young people manage the dramaturgical dilemmas related to drinking alcohol and performing multiple identities.

Drawing on qualitative data collected with 16-18-year olds, the authors adopt Goffman’s dramaturgical perspective to examine youth alcohol consumption in relation to multiple identities.

Young people continuously and skilfully juggle multiple identities across multiple contexts, where identities overflow and audiences and interactions overlap. Techniques of audience segregation, mystification and misrepresentation and justification are used to perform and manage multiple identities in a risky health behaviour context.

The approach may facilitate some over- and under-claiming. Future studies could observe young people’s performances of self across multiple contexts, paying particular attention to how alcohol features in these performances.

Social marketing campaigns should demonstrate an understanding of how alcohol relates to the contexts of youth lives beyond the “night out” and engage more directly with young peoples’ navigation between different identities, contexts and audiences. Campaigns could tap into the secretive nature of youth alcohol consumption and discourage youth from prioritising audience segregation and mystification above their own safety.

Extant work has argued that consumers find multiplicity unmanageable or manage multiple identities through internal dialogue. Instead, this paper demonstrates how young people manage multiple identities through interaction and performance. This study challenges the neat compartmentalisation of identities identified in prior literature and Goffman’s clear-cut division of performances into front and back stage.

Dependent alcohol use is a severe addictive disorder with significant enduring consequences for health and social functioning. This study aims to inductively explore the process of identity change for alcohol dependent people progressing through a “pre-habilitation” intervention, alcohol detoxification and post-detoxification recovery support.

Qualitative study as a part of a process evaluation situated within a UK feasibility trial of a group-based intervention in preparation for structured alcohol detoxification. Semi-structured qualitative interviews (face-to-face or telephone) collected self-reported data on experiences of treatment provision as part of the feasibility trial. Thematic analysis of transcripts and iterative categorisation of identity-related themes and concepts was conducted with verification of analysis undertaken by a second coder.

Identity change was revealed in participant narratives around the meta themes of external (social-identity) and internal (self-identity) concepts. External influences impacting social identity were key, having influenced initiation into alcohol use, influencing acceptance of the stigmatised “alcoholic” label and then being central to the treatment journey. Internal influences on self-identity also impacted on the process of identity change. In recovery, there was hope in discovering a new “normal” identity or rediscovering normality.

Analysis demonstrates that moving from regular alcohol use to problematic use is a journey of identity change that is influenced at the macro (cultural), meso (group) and micro (relational) social levels. Throughout the treatment journey, social influences in gaining a new non-drinker identity are key. Findings suggest a need for long-term support through treatment and community-based groups specifically to foster positive identity change that may not have been addressed previously.

Although the association between social norms and alcohol dependence has been noted, how social norms cause alcohol dependence remains unclear. This study thus investigated how social norms affect the perceived benefits of drinking and alcohol identity, which in turn affect alcohol dependence.

Convenience sampling was used, and 452 valid questionnaires were collected from alcohol (specifically, beer) consumers over the age of 18; answers were analyzed through structural equation modeling.

Social norms positively affected the perceived benefits of drinking and alcohol identity; alcohol identity positively affected alcohol dependence; moreover, alcohol identity fully mediated the effects of social norms and the perceived benefits of drinking on alcohol dependence.

How social norms affect alcohol dependence has rarely been studied; thus, the present study has value for integrating the findings in the lines of research on social norms and alcohol dependence. Based on the study results, the authors recommend that policies aimed at discouraging alcohol dependence should focus on mitigating the social pressure to drink and the perceived benefits of drinking as well as labeling others as drinkers.

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.

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.

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.

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.

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.

The purpose of the research is to evaluate the visibility and effectiveness of responsible drinking campaigns used for the sale of the product “beer” (on labels and commercials) on a sample of university students at the University of Pisa to verify whether a preventive “education” on the issue of the effects of alcohol consumption is suitable to improve the perception of responsible communication.

A focus group methodology was used. Three interviews were conducted with 21 university students. The interview protocol was divided into three sections and ten guiding questions were prepared to conduct the focus groups.

The study shows the weak effectiveness of responsible communication promoted by brewers, even though the sample knew aspects related to responsible communication and the adverse health effects of alcohol. Most respondents failed to remember the existence of responsibility messages placed on beverage labels, except as a result of visual stimuli, a sign that preventive education can play a role in message recognition. Commercials seem to have a more significant impact when associated with the dangers of drunk driving. However, promoting consumer awareness campaigns continues to be perceived as contradictory.

This study presents the results of qualitative research that focuses on university students' perceptions of the effectiveness of the most recent responsible communication campaigns conducted by brewers. The research is significant in assessing the effectiveness of communication tools, providing theoretical and industrial implications for improving the understanding of the phenomenon and the effectiveness of responsible messages.

Purpose – To extend understanding of the rituals and practices of alcohol consumption through a focus on the consumption object (the Dirty Pint) as a central actant in the practices of extreme alcohol consumption.

Design/methodology/approach – Seventeen paired and group interviews were conducted with young consumers (aged 16–18). An Actor-Network Theory (ANT)-inspired approach to data analysis was used in conjunction with Bourdieu's key concepts of habitus, field and capital to present a detailed understanding of the practices and rituals of extreme alcohol consumption.

Findings – The same consumption object takes on a very different role and has different forms of agency, depending on the social space (field) in which it is embedded. The Dirty Pint acts differently within different social spaces or sub-fields of the field of adolescence, particularly when combined with individual subjects of differing habitus to produce an object+subject hybrid.

Social implications – Paying attention to all the relevant actants (both human and non-human) involved in the practice of alcohol consumption could lead to more novel and relevant alcohol-harm reduction strategies or campaigns that young people can both relate to and take more seriously.

Originality/value of paper – We stress the need to grant greater agency to objects in studying consumption practices and identity enactment and contribute to the literature on identity by extending Gergen's (2009) ‘relational being’, conceiving of the self as embedded in both inter-subjective and inter-objective interactions and relationships (Latour, 1996).

Purpose – To outline new research on the ways in which older athletes incorporate drinking practices into their social and sporting identities. Drawing on research with older Australian athletes, the chapter asks us to re-imagine the sport–alcohol nexus to include new sites and subjects that can shed light on wider articulations of the pleasurable and problematic relationships between sport, alcohol and social identity.

Design/methodology/approach – In the first part of the chapter, key themes in sport and ageing research are discussed. In the second, issues of alcohol, older age and sporting identities are considered, drawing on research at the 2017 Australian Masters Games. This sets the scene for a fuller discussion and analysis of some of the missed opportunities in alcohol and sport research, and their implications for sport and social policy, health promotion and social care more broadly.

Findings – The chapter reveals several under-developed opportunities in a broader research agenda on sport and alcohol, including the role alcohol plays in conferring membership and belonging to the sporting communities of older athletes. The chapter suggests that a recalibration of popular understandings of sport, ageing and alcohol – both as separate and as inter-related concerns – may provide an opportunity for addressing wider social concerns with ageing more broadly.

Research limitations/implications – Discussion of ageing and alcohol, through the lens of sport, has important implications for an analysis of drinking practices and in sport, and for sport and social policy, health promotion and social care.

The purpose of this paper is to demonstrate how social identity change can support the TC objective of promoting “right living”. This is compatible with the literature on addiction recovery which has shown that identity change is central to this process. While much of the earlier literature focussed primarily on an individual analysis of change, there is a growing body of research showing the important contribution that social networks, social group membership and associated social identities make to sustainable change.

The paper describes baseline data for a multi-site prospective cohort study of 308 clients entering therapeutic community (TC) treatment and characterizes the presenting profile of this cohort on a range of social identity and recovery measures at the point of TC entry.

The sample was predominantly male with a mean age of 35 years, with the large majority having been unemployed in the month before admission. The most commonly reported primary substance was methamphetamine, followed by alcohol and heroin. The sample reported low rates of engagement in recovery groups, but access to and moderate degrees of social support was also reported in the period prior to admission.

The paper highlights the important role that TCs play in facilitating identity change and in promoting sustainable recovery.

The paper discusses opportunities for working with social identities both during residence and in community re-integration, and highlights what TCs can do to support and sustain recovery.

The paper brings to light the potential contribution of social group membership and social identity change to management of recovery in TC settings.

The study described provides an innovative way of assessing TC effectiveness and testing novel questions about the role of social identity and recovery capital as key predictors of change.

A continuing challenge in the design of effective interventions to prevent adolescents’ alcohol misuse is understanding adolescent drinking behaviour. Although previous research has indicated a number of factors that might predict drinking behaviour, there has been less qualitative exploration of adolescents’ own views. The purpose of this paper is to gain a further understanding of adolescents’ views towards alcohol use and the types of environment in which adolescents drink alcohol.

A qualitative design was employed with eight focus groups conducted in groups of 3–5 with 27 adolescents (12 girls and 15 boys) aged between 12 and 14.

Thematic analysis identified overarching themes evident across groups suggesting key influences on adolescent drinking behaviour are “social norms”, “enjoyment of alcohol”, “images” and “creation of drinking spaces”.

This research highlights the importance of environments, parents, friends and peers in understanding adolescent’s alcohol use.

The implications of this research suggest that interventions should consider targeting peer groups.

These themes highlight the importance of more socially based interventions.

This paper explores adolescents’ own views of their drinking behaviours.

This paper explores the impact of a suite of alcohol culture change interventions implemented by Deakin University in Melbourne, Australia. The interventions were designed to change the alcohol culture at a bi-annual nation-wide university multi-sport competition known as Uni Nationals. This study aims to understand the critical success factors of the alcohol culture change initiatives that were developed by the university and implemented as part of a broader set of institutional practices.

A qualitative research design utilised in-depth, semi-structured interviews with nine Uni Nationals student team leaders. In total, two group interviews and four individual interviews were conducted with student team leaders who participated in the Uni Nationals. The interview transcripts were coded and themed. The themes were further refined and interpreted into a narrative. A total of two transcripts were independently coded by the first two authors. Discordant coding was flagged and discussed until a consensus was achieved. The remaining interviews were coded by the first author and discussed with the second author to ensure consistency. A socio-ecological framework was used to understand perceived changes to alcohol culture.

Student leaders were aware of and felt supported by the university-wide approach to changing the culture of Uni Nationals. Overall, the qualitative study indicated that students were positive about the alcohol culture change interventions. The leadership training that engaged team leaders in interactive activities had the greatest impact. Student leaders found the targeted messages, mocktail events and Chef de Mission (CdM) less effective cultural change strategies. However, they helped to establish expectations of students in this setting where a heightened focus on sport was associated with higher alcohol consumption.

While there has been growing academic interest in exploring “drinking cultures”, there has been relatively little focus on alcohol culture of university students at sporting events. The paper contributes to addressing this gap by shedding light on the impact of a group of interventions on the drinking culture of the Uni Nationals subculture.