Sex in the city

Abstract

Purpose The purpose of this paper is to determine the sexual risk behavior and sexual harassment among female beer promoters in Chiang Mai, Thailand and analyze the associations among demographic data, sexual activities, sexual orientation, attitudes and working conditions based on the level of sexual harassment. Design/methodology/approach This study is a cross-sectional study that approached 184 Thai female beer promoters in Chiang Mai by a snowball sampling technique. Data were collected through a self-administrative questionnaire to find demographic data, sexual activities, sexual orientation, attitudes, sexual risk behavior and sexual harassment while working as a beer promoter. Descriptive, Pearson’s χ2 and Fisher exact tests were performed to describe and determine the associations. Findings The findings highlight that sexual risk behaviors and sexual harassment are found among female beer promoters. In total, 62.5 percent of them ever had sexual intercourse and 25.2 percent did not use condom. For sexual harassment, most of respondents had experienced a medium level harassment especially verbal harassment (73.9 percent). It associated with currently student status (p=0.038), having sexual intercourse experience (p=0.024), and type of job (p=0.002). Originality/value This paper explores the sexual risk behaviors and sexual harassment among female beer promoters in the northern part of Thailand, containing the information on how common are the types of sexual risk behavior and sexual harassment experiences among a specific and hard-to-reach population.

Sexualized alcohol marketing, precarious work and gendered sexual risks: explorations of women beer promoters in Benin City, Nigeria

“…On the criteria for employment, the findings highlight that, among other qualities, being smart, outspoken, and good-looking were paramount to the alcohol industry before employing young women to promote beer brands. Using physical attractiveness as a condition for employment confirms previous research in Nigeria (Dumbili, 2016) and Thailand (Phaiyarom & Chuemchit, 2020). The finding also echoes Sychareun et al (2021, p.12), who deftly noted that ''employing attractive young females as beer promoters, who are trained in how to interact with customers, deliberately sexualises young women and reinforces unequal power relation''.…”

“…This was evident in our study, in that beer promoters were authorised to dress 'smartly' on branded uniforms. Although Amba Girls in Nigeria wear branded uniforms, they were not mandated to wear revealing clothes like their counterparts in Asia (Phaiyarom & Chuemchit, 2020).…”

“…The gendered marketing strategy of recruiting young women as 'Beer Promoters' (or 'Beer Girls') is popular in Asia and Africa. In Southeast Asian countries such as Cambodia, Lao, Thailand, and Vietnam, studies have shown that multinational alcohol companies use 'Beer Girls' to promote beer brands in leisure contexts such as bars, nightclubs, and 'beer gardens' (Lubek, 2005;Phaiyarom & Chuemchit, 2020;Webber & Spitzer, 2010). According to Phaiyarom and Chuemchit (2020, p.168-169), women beer promoters in Thailand are recruited based on their attractive physical appearance and are ''forced to wear close-fitting and revealing clothes''.…”

“…'Beer Girls' are trained and instructed to satisfy customers to make more sales, and how well they perform these duties determines their commission or income and their continued employment (Phaiyarom & Chuemchit, 2020). Consequently, they are exposed to and forced to endure constant harassment from male customers, and some demand that they drink with them (Phaiyarom & Chuemchit, 2020;Webber & Spitzer, 2010). Being forced to drink with customers frequently happens to the extent that one Cambodian promoter was threatened to be shot if she refused (Webber & Spitzer, 2010).…”

“…Being forced to drink with customers frequently happens to the extent that one Cambodian promoter was threatened to be shot if she refused (Webber & Spitzer, 2010). Phaiyarom and Chuemchit (2020) found that 51.6% of beer promoters drank alcohol with customers, and 48.4% became drunk in the process. Webber and Spitzer (2010) reported that beer promoters who receive commissions are more vulnerable to drinking with customers and are often exposed to sexual risks.…”