Introduction to youth drinking cultures in a digital world, Antonia C. Lyons, Timothy McCreanor, Ian Goodwin & Helen Moewaka Barnes Part I: Identities, Social Relations and Power Chapter 1. Neoliberalism, alcohol, and identity: A symptomatic reading of young people's drinking cultures in a digital world, Ian Goodwin & Christine Griffin Chapter 2. Social locations: Class, gender and young people's alcohol consumption in a digital world, Lin Bailey & Christine Griffin Chapter 3. Curating identity: Drinking, young women, femininities and social media practices, Jo Lindsay & Sian Supski Chapter 4. Masculinities, alcohol consumption and social networking, Antonia C. Lyons & Brendan Gough Chapter 5. Ethnicity/culture, alcohol and social media , Helen Moewaka Barnes, Patricia Niland, Lina Samu, Acushla Dee Sciascia & Timothy McCreanor Part II: Alcohol Marketing and Commercialisation Chapter 6. Understanding social media as commercial platforms for engaging with young adults, Nina Michaelidou Chapter 7. Alcohol corporations and marketing in social media, Nicholas Carah Chapter 8. Mobile technologies and spatially structured real-time marketing, Rebeca Monk & Derek Heim Chapter 9. Creating powerful brands, Richard Purves Part III: Public Health and Regulating Alcohol Promotion Chapter 10. Social media affordances for curbing alcohol consumption: insights from Hello Sunday Morning blog posts, Helene Cherrier, Nicholas Carah & Carla Meurk Chapter 11. Regulating social media: Reasons not to ask the audience, Andy Ruddock Chapter 12. Restricting alcohol marketing on social media in Finland , Marjatta Montonen & Ismo Tuoninen Chapter 13. New marketing, new policy? Emerging debates over regulating alcohol campaigns in social media, Sarah Mart Chapter 14. Digital alcohol marketing and the public good: Industry, research and ethics , Tim McCreanor, Helen Moewaka Barnes, Antonia C. Lyons & Ian Goodwin
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 Whariki and Co-director of the SHORE and Whariki Research Centre, at the College of Health, Massey University, New Zealand. .
'Popular and scholarly concern about youthful drinking has long
been widespread. This edited collection focuses on something
new-alcohol consumption shaped by digital media such as Facebook,
Twitter, YouTube, and Instagram. For instance, nearly one billion
people worldwide consult Facebook daily on their smartphones and
other mobile devices. Teenagers are avid consumers of such social
media. A mixture of social scientists and media specialists
contributed essays to this collection. As outlined in the editors'
introduction, the book focuses on three areas: "1) identities,
social relations and power; 2) alcohol marketing and
commercialization; and 3) public health and regulating alcohol
promotion." The papers for the first section include ones on class,
femininities, masculinities, and ethnicity. Non-expert readers will
find papers in the second section less challenging, for example,
"Creating Powerful Brands." The third section leads most directly
to application, curbing alcohol consumption. Only specialists are
likely to read the entire book. With guidance, advanced
undergraduates might read selected chapters. Hopefully, research on
this important topic will be made accessible to a larger readership
than this volume is likely to reach.'
--D. M. Fahey, Miami University, December 2017, CHOICE magazine