ACE alcohol culture exchange
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Transcript of ACE alcohol culture exchange
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ACE alcohol culture exchange
Young people and British drinking cultures
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National character
Gender
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SOCIAL NORMS
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Have you had a drink in the last 30 days?
Source: Eurobarometer, EU Citizens’ Attitudes Towards Alcohol (2010)
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Did you have 5-6 drinks on last occasion?
Source: Eurobarometer, EU Citizens’ Attitudes Towards Alcohol (2010)
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SOCIAL NORMS
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William Hogarth, Gin Lane (1751)
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Lack of licensing controls
Expansion of supply
Low taxation
Urban poverty
Reactive policymaking
Concerns about women
National character?
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“If the people will destroy themselves by their own excess … ‘tis the magistrates’ business to help that, not the distillers.”
Daniel Defoe, A Brief Case of the Distillers (1726)
Free market v regulation
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“If the people will destroy themselves by their own excess … ‘tis the magistrates’ business to help that, not the distillers.”
Daniel Defoe, A Brief Case of the Distillers (1726)
‘Binge drinking is down to individuals. Clamping down on it is a matter for the police, not a reason for raising taxes.’The Sun, Editorial, 13th March, 2008
Free market v regulation
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Source: Health Committee, Alcohol (2010)
Consumption (gallons per head) 1800-1935
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Source: BBPA, Statistical Handbook (2007)
Consumption (litres per head) 1965-2006
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Changing cultures
Licensing liberalised (1961 and 1964)
Supermarket sales
Foreign travel
Greater affluence
Global wine trade
Sophisticated marketing
Culture of consumption
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Attitudes and expectations
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Alcohol and ambivalence: positive expectations
Source: ESPAD, Substance use among students in 35 countries (2007)
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Alcohol and ambivalence: negative experiences
Source: ESPAD, Substance use among students in 35 countries (2007)
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Media reporting
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Social networks
‘It almost becomes a competition in a way to see who can get as many photos tagged of you as possible.’ (Male, 20-24)(‘Young people, alcohol and the news’, 2009)
‘Binge drinking is eventful drinking. It is risky. Teenagers … accept a degree of battle damage in terms of adverse effects.’(Martin Plant, uncorrected evidence to Health Select Committee, 2009)
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Social networks
‘It’s almost like your mates are the paparazzi, ‘cos they’re the ones taking the picture of you … and everyone sees it on Facebook.’ (Female, 18-20)(‘Young people, alcohol and the news’, 2009)
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Norms and expectations
It’s as British as rain
Everyone drinks to get drunk
Getting drunk looks like this:
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The ‘burden of expectation’ (Ruddock, ‘Binge drinking and why audiences still matter’, 2008)
For some young people, drinking and getting drunk were so much a part of the established social routine that it was difficult for them to think about their motivations for it.
We are a culture that goes out and gets drunk, and we don’t go out to drink, we go out to get drunk (Female, 21-24, non-manual worker)
You don’t have to know the reason for it. You just do it anyway. Everybody
does it, it is the way the world is (Male, 18-20, non-manual worker) (Engineer, et al. Drunk and Disorderly: A Qualitative Study of Binge Drinking Among 18- to 24-years-olds, Home Office 2003)
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(Dept. of Health, ‘Alcohol social marketing for England: further tools, support and guidance’ 2010)
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It’s just the way things are… ???
(Dept. of Health, ‘Alcohol social marketing for England: further tools, support and guidance’ 2010)