ACE alcohol culture exchange

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ACE alcohol culture exchange Young people and British drinking cultures

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ACE alcohol culture exchange. Young people and British drinking cultures. National character Gender. SOCIAL NORMS. Have you had a drink in the last 30 days?. Source: Eurobarometer, EU Citizens’ Attitudes Towards Alcohol (2010). Did you have 5-6 drinks on last occasion?. - PowerPoint PPT Presentation

Transcript of ACE alcohol culture exchange

Page 1: ACE alcohol culture exchange

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)