‘Pretty in Pink’ and ‘Girl Power’: An analysis of the targeting and representation of women in alcohol brand marketing on Facebook and Instagram

Atkinson, A. M.; Meadows, Beth; Emslie, Carol; Lyons, Antonia C.; Sumnall, Harry

doi:10.1016/j.drugpo.2021.103547

Cited by 53 publications

(36 citation statements)

References 73 publications

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“…The findings showed that students frequently reported general lurking behaviour on social media and that alcohol-related lurking was associated with alcohol use (both occasional and regular drinking). This association could be understood in relation to the ways alcohol companies market their products on social media with persuasive targeted messages [ 31 , 56 ]. Alongside this development, an increasing amount of time is used by people on social media to search for information about products and services, as well as communicating their experiences and engagement with companies [ 57 ].…”

Section: Discussionmentioning

confidence: 99%

Social media use and alcohol consumption among students in Uganda: a cross sectional study

Atusingwize

Nilsson

Sjölander

et al. 2022

Global Health Action

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Background Globally, alcohol use significantly contributes to the disease burden. Alcohol consumption in Uganda is related to several health consequences among young people, including university students. Social media is commonly used by students to share academic information and create social networks. Among young people in high-income countries, previous studies have also shown that social media use can have negative health outcomes related to alcohol use, and associated problems. To date, similar studies conducted in low- and middle-income countries are largely missing. Objective To assess the prevalence of and associations between social media use and alcohol consumption among university students in Uganda. Method This was a cross-sectional study among 996 undergraduate students at Makerere University. Data were collected using a questionnaire. Alcohol use in the previous 12 months was the dependent variable. The independent variable was social media use categorised as general use, alcohol-related use, and social media lurking/passive participation. Multinomial logistic regression was used to assess associations. Crude and adjusted odds ratios were reported. Results Nearly all students (97%) used social media and 39% reported alcohol use. Regular alcohol use was significantly associated with moderate (OR = 2.22, CI: 1.35–3.66) and high level general social media use (OR = 2.45, CI: 1.43–4.20). Regular alcohol use was also associated with alcohol-related social media (OR = 6.46, CI: 4.04–10.30), and alcohol-related lurking (OR = 4.59, CI: 2.84–7.39). Similar, although weaker associations were identified for occasional alcohol use. Conclusions Approximately four in ten students reported alcohol use in the past year, and almost all students used social media. Alcohol-related social media use was associated with occasional and regular alcohol use, with stronger associations for regular use. These findings may guide further research and present an opportunity for potential alcohol control interventions to improve health among young populations in low- and middle-income countries.

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Section: Discussionmentioning

confidence: 99%

Social media use and alcohol consumption among students in Uganda: a cross sectional study

Atusingwize

Nilsson

Sjölander

et al. 2022

Global Health Action

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“…An important point to understand in terms of teens’ drinking motivations and their imagination regarding alcohol and gender roles is marketing. In recent years, the alcohol industry has altered the ways in which it addresses women by adapting to the current socio-political context with feminist and equality messages [ 69 , 70 , 71 ]. This evidence is in line with the testimonies of our respondents, who associate alcohol consumption with empowerment and the conquest of traditionally masculine spaces.…”

Section: Discussionmentioning

confidence: 99%

Gender Matters: Identity, Risk Perception and Preventive Interventions for Alcohol Consumption among Adolescents Using a Qualitative Approach

Martínez-Manrique

Berasaluce

Sureda

et al. 2022

IJERPH

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The epidemiological information available in Spain and the Community of Madrid highlights two relevant facts regarding alcohol consumption: an increase in binge drinking in teenagers and a reduction/reversal of the gender gap, particularly at young ages. This article aims to describe some of the factors related to alcohol use in teenagers, especially those related to gender and risk perception. A qualitative study was designed with semi-structured interviews and a discussion group with students from the city of Madrid aged 14 to 18 years. A descriptive analysis of the content of the replies of 28 teenagers was conducted. The results show that alcohol consumption has an identity component, both in terms of transition to adulthood and gender role performance. Consumption is also associated with risks, especially those determined by gender inequality, which teenagers learn to manage as a means of survival in nightlife. Preventive campaigns typically lack a gender perspective and a focus on risk prevention. To reduce the prevalence of consumption and associated risks, these strategies need to be reformulated with a gender perspective.

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“…Girls in more gender equal countries, on the other hand, may enjoy more freedom and suffer less from the constraints of traditional gender roles, and may therefore be more likely to use substances ( Cheng & Anthony, 2017 ). Second, the rise of girls consuming tobacco and alcohol could also be explained by the aggressive gendered marketing that links tobacco products and alcohol with female empowerment and other aspirations ( Amos & Haglund, 2000 ; Atkinson et al, 2022 ). Similarly, gendered marketing techniques used by alcohol and tobacco companies, such as using fashion blogs in social media campaigns, promoting special events (e.g., offering free drinks for women), using recurrent themes for promoting their products in women (e.g., body image, weight control and gender equality) and developing specific flavours for women (e.g., menthol in cigarettes and fruit-flavoured beer) may encourage girls to adopt these behaviours ( Thibaut, 2018 ).…”

Section: Discussionmentioning

confidence: 99%

Structural gender inequality and gender differences in adolescent substance use: A multilevel study from 45 countries

Cosma

Elgar

Looze

et al. 2022

SSM - Population Health

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‘Pretty in Pink’ and ‘Girl Power’: An analysis of the targeting and representation of women in alcohol brand marketing on Facebook and Instagram

Cited by 53 publications

References 73 publications

Social media use and alcohol consumption among students in Uganda: a cross sectional study

Social media use and alcohol consumption among students in Uganda: a cross sectional study

Gender Matters: Identity, Risk Perception and Preventive Interventions for Alcohol Consumption among Adolescents Using a Qualitative Approach

Structural gender inequality and gender differences in adolescent substance use: A multilevel study from 45 countries

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