Transgressive drinking practices and the subversion of proscriptive alcohol policy messages

Hackley, Chris; Bengry‐Howell, Andrew; Griffin, Christine; Szmigin, Isabelle; Mistral, Willm; Hackley, Rungpaka Amy

doi:10.1016/j.jbusres.2015.03.011

Cited by 29 publications

(24 citation statements)

References 51 publications

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“…Mesosystem elements refer to the social influences on the individual's behaviours (e.g. Hackley et al, 2015;Previte et al, 2015). The word meso implies between and therefore the meso system comprises facilitators and connections that go between systems (including subsystems) and between actors (Liljenstrom and Svedin, 2005).…”

Section: Case Approach: the Behavioural Ecosystem For Alcohol Usementioning

confidence: 99%

Social marketing’s consumer myopia

Brennan

Previte

Fry

2016

JSOCM

124

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Purpose-Addressing calls for broadening social marketing thinking beyond 'individualistic' parameters, this paper describes a behavioural ecological systems (BEM) approach to enhance understanding of social markets. Design/methodology/approach-A conceptual framework-the Behavioural Ecological Model (BEM)-is presented and discussed within a context of alcohol social change. Findings-The BEM emphasises the relational nature of behaviour change where individuals are embedded in an ecological system that involves performances of behaviour, and social change, within a historical, social, cultural, physical and environmental setting. Layers of influence on actors are characterised as macro (distant, large in scale), exo (external, remote from individuals), meso (between the individual and environments) and micro (the individual within their social setting). The BEM can be applied to guide social marketers towards creating solutions that focus on collaboration amongst market actors, and with rather than for consumers. Practical implications-The BEM contributes to a broader holistic view of social ecologies and behaviour change; emphasises the need for social marketers to embrace systems thinking; and recognises that relationships between actors at multiple layers in social change markets are interactive, collaborative and embedded in dynamic social contexts. Importantly, a behavioural ecological systems approach enables social marketers to develop coherent, integrated and multi-dimensional social change programs. Originality/value-The underlying premise of the BEM brings forward relational logic as the foundation for future social marketing theory and practice. Taking this approach to social market change focuses strategy on the intangible aspects of social offerings, inclusive of the interactions and processes of value creation (and/or destruction) within a social marketing system to facilitate collaboration and interactions across a network of actors so as to overcome barriers and identify solutions to social problems.

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Section: Case Approach: the Behavioural Ecosystem For Alcohol Usementioning

confidence: 99%

Social marketing’s consumer myopia

Brennan

Previte

Fry

2016

JSOCM

124

View full text Add to dashboard Cite

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“…Rather than encouraging young people to drink responsibly, these campaigns and initiatives could inadvertently contribute further to the conflicting and contradictory messages surrounding alcohol, prompting young people to understand alcohol consumption as something shameful, which should be concealed from adults. Hackley et al (2015) further argue that proscriptive alcohol policy messages that focus on the risks and harms associated with drinking alcohol may provide material that encourages, rather than dissuades, some groups of young consumers from drinking alcohol to excess. Taken together, the dangers and shame associated with alcohol consumption by social marketing campaigns, alongside the peer pressures to drink to excess, could encourage the performance of drinking and drunkenness in what Goffman would consider to be back stage areas (but which take on a front stage function for the purposes of the peer audience).…”

Section: Discussionmentioning

confidence: 99%

Managing dramaturgical dilemmas: youth drinking and multiple identities

Cocker

Piacentini

Banister

2018

EJM

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Purpose This paper aims to understand how young people manage the dramaturgical dilemmas related to drinking alcohol and performing multiple identities. Design/methodology/approach 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. Findings 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. Research limitations/implications 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. Practical implications 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. Originality/value 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.

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“…Further research is also needed to explore which negative scenarios are seen as humorous and therefore sought out or valued in different friendship groups. Previous research has suggested a humorous value in stories that transgress social norms, 27 highlighting the need for careful consideration of message content. One possible means of achieving the aim of reducing alcohol consumption via a focus on embarrassment might be to highlight the importance of not becoming the person everyone else has to take care of, 14 thus reducing the chance of further funny memories being generated.…”

Section: Discussionmentioning

confidence: 99%

Acceptability of targeting social embarrassment in a digital intervention to reduce student alcohol consumption: A qualitative think aloud study

et al. 2017

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ObjectiveIncreasing knowledge about alcohol-related harms, changing social norms, or encouraging drinking within safe unit levels often fails to change behaviour in young people. A novel intervention called ‘OneTooMany’ was developed, which targets the short-term social, and potentially, embarrassing consequences of drinking alcohol. The aim of this paper was to explore its acceptability, and to determine any features that might influence its effectiveness as a means of reducing alcohol consumption.MethodsParticipants were 23 young adults (aged 18–30) currently studying at university (n = 18) or in the first six months following graduation (n = 5). A think aloud interview approach was employed. Three main themes were identified in a deductive thematic analysis.ResultsEmbarrassing experiences were a normalised part of drinking occasions, while some were actively avoided, others were celebrated. Humour served as a device to engage and interest participants, but could also diminish intervention messages. OneTooMany prompted reflections on many regrettable drinking experiences, but the participants did not see themselves as the target audience for this intervention.ConclusionsInterventions may benefit from focusing on some of the short term, embarrassing consequences of excessive alcohol consumption. Further research is needed to ensure that reflections on past behaviour are helpful in addressing future behaviour.

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Transgressive drinking practices and the subversion of proscriptive alcohol policy messages

Cited by 29 publications

References 51 publications

Social marketing’s consumer myopia

Social marketing’s consumer myopia

Managing dramaturgical dilemmas: youth drinking and multiple identities

Acceptability of targeting social embarrassment in a digital intervention to reduce student alcohol consumption: A qualitative think aloud study

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