Social and Behavioral Sciences Commons^™

An Investigation Into The Use Of Brands In Young Adult Females' Drinking Rituals, Kieran Joseph Tucker

Masters

Recent studies and media commentary have highlighted a dramatic increase in alcohol consumption amongst young people in Ireland. Of particular concern is the extent of heavy, episodic drinking motivated by a desire for intoxication, or binge drinking. Various possible reasons for this have been identified, among them marketing activity and the glamorising of drink culture. The majority of studies into binge drinking define the phenomenon by volume measures of consumption alone and ignore the socio-cultural context in which alcohol is consumed. Drinking behaviours can be seen to be symptomatic of highly formalised and symbolically meaningful consumption patterns. As a ritual …