Youth Drinking Cultures in a Digital World

Social media has helped boost the culture of intoxication, a central aspect of young people's social lives in many Western countries. Initial research suggests that these technologies enable highly-nuanced, targeted marketing and innovations - creating new virtual spaces that alter the dynamics and consequences of drinking cultures in significant ways.
Youth Drinking Cultures in a Digital World focuses on how pervasive social networking technologies contribute to drinking cultures. It brings together international contributions from leading researchers in this emerging field to explore how new technologies are reconfiguring the key themes, traditional interests, practices and concerns of alcohol-related research with young people. It is particularly concerned with three important areas, namely:
identities, social relations and power
alcohol marketing and commercialisation
public health and regulating alcohol promotion.
This innovative book includes original research and commentary and is a must-read for academics and researchers in the areas of public health, psychology, sociology, media studies, youth studies and alcohol studies.

Antonia C. Lyons is Professor of Psychology at Massey University, New Zealand. Tim McCreanor is an Associate Professor and senior researcher at SHORE and Whariki Research Centre, College of Health, Massey University, New Zealand. Ian Goodwin is a Senior Lecturer in the School of English and Media Studies at Massey University, New Zealand. Helen Moewaka Barnes (Te Kapotai, Ngaphui-nui-tonu) is a Professor, the Director of Wh-riki and Co-director of the SHORE and Wh-riki Research Centre, at the College of Health, Massey University, New Zealand. .

Part I: Overview 1. Introduction Part II: Youth Drinking Cultures in a Digital World: Variations across Social Locations 2. Young Women, Femininities, Social Media Practices, Social Networking and Drinking 3. Masculinities and Drinking Cultures Online 4. Class, Drinking and Young People 5. Cultural Location/Alcohol and SNS Part III: Drinking Cultures in a Digital World: Alcohol Marketing and Commercialisation 6. Understanding Social Media As Commercial Platforms for User Generated Content 7. Alcohol Corporations and Marketing in Social Media 8. Mobile Technologies of Access, Alcohol Apps and Spatially Structured, Real-Time Marketing 9. Viral Marketing and User Generated Content Part IV: Drinking Cultures in a Digital World: Consequences for Identity and Selfhood 10. Neoliberal Identities and Youth Drinking Cultures Online 11. Virtual Intoxigenic Identity 12. Resistances, Alternatives and Liminalities in Drinking Cultures Part V: Undertaking Research to Explore Drinking Cultures in a Digital World: Issues and Considerations for Policy, Health Promotion, Ethics and Research Methodologies 13. Heath Promotion's New Challenges and Possibilities: Theorising Practice on Social Media 14. Digital Research Methods and Ethics 15. Banning Alcohol Marketing On Social Media in Finland 16. New Marketing, New Policy? Emerging Debates over Regulating Alcohol Campaigns in Social Media