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| Author: | Fry, M-L. |
| Title: | Countering consumption in a culture of intoxication |
| Journal: | Journal of Marketing Management
2010 : DEC, VOL. 26:13-14, p. 1279-1294 |
| Index terms: | Australia social marketing consumption culture |
| Freeterms: | alcohol drinking anti-consumption |
| Language: | eng |
| Abstract: | In the alcohol (hereafter as: alc.) policy of Australia, prioritizing a vision of long-term cultural change towards the creation of a 'safer, healthier drinking culture' represents a soaring shift. Regardless of this articulation, sensible drinking (here as: s-dng.) policy initiatives are limited within promoting alc. unit warnings on alc. containers and standard drink guidelines. This paper aims at developing a view on the consumer culture (herein as: clt.) of 's-dng.' by analysing young adult's constructions of credible identities and resistant motivations for getting along in a clt. with excessive drinking as the accepted norm. Using narrative theory approach, explored are young adults' self-generated stories surrounding responsible alc. consumption. Informants engage a resistance narrative to the dominant clt. of intoxication, legitimizing identity through construction of alternate subject positions. Informants showed heterogeneity when getting along within intoxicated social spaces suggesting a continuum of resistance behaviour and existence of micro-subcultures within a clt. of s-dng. Understanding discourses of young people creating a legitimate clt. of 's-dng.' provides with critical, yet often dismissed, insight into the relationship btw. identity and alc. resistance for the creation of a safer, healthier clt. of drinking. |
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