Where’s the harm? A social marketing approach to reframing ’problem’ drinking cultures
نویسندگان
چکیده
Alcohol consumption is often linked to a broad range of social and health problems, yet alcohol also plays a fundamental role in social bonding between people. This paper considers the potential of social marketing to contribute to alcohol consumption reduction and reframe social norms that encourage „problem‟ drinking. Based on qualitative research with a variety of Scottish drinkers, the paper emphasises how and why a better understanding of the culturally bound meanings of alcohol (e.g. social identity, self-concept) are of crucial importance to inform any social marketing approach to reframing excessive drinking.
منابع مشابه
Risky drinking among young Australians - causes, effects and implications for GPs.
BACKGROUND Rates of risky drinking among young Australians have increased substantially over the past 2 decades, resulting in significant community concern. OBJECTIVE To explore the social, cultural and economic contexts that underlie risky drinking among young people and the implications of these for general practitioners. DISCUSSION Effective strategies for reducing alcohol related harm a...
متن کاملOptimal Strategies of Increasing Business Alignment, in Social Security Organization, with Quality Function Deployment (QFD) Approach
Considering the importance of the concept of strategic alignment of information technology (IT) in today economic organizations, this study attempted to extract the organization's IT strategies in order to increase the degree of strategic alignment and consequently the optimal strategies in the field of marketing and service delivery for social security organization. Using QFD technique and hie...
متن کاملThe Effectiveness of Play Therapy based on Cognitive Behavioral Approach on Social Anxiety and Self-Harm Behaviors in Children with Autism Disorder
Introduction: Considering the high statistics of children with autism disorder and the many psychological problems of this group, intervention is necessary to reduce their psychological problems. As a result, the current research was conducted with the aim of determining the effectiveness of play therapy based on cognitive behavioral approach on social anxiety and self-harm behaviors in childre...
متن کامل'Lead us not into temptation': adolescence and alcohol policy in Europe.
Although the World Health Organization and the European Community recognize harm to children and young people due to alcohol-whether their own or someone else's drinking-effective policies to reduce harm are not widely followed. The alcohol beverage industry's drive to use social networking systems blurs the line between user-generated and industry marketing materials, such that young people ar...
متن کاملAn exploratory cluster randomised trial of a university halls of residence based social norms intervention in Wales, UK
BACKGROUND Excessive alcohol consumption amongst university students has received increasing attention. A social norms approach to reducing drinking behaviours has met with some success in the USA. Such an approach is based on the assumption that student's perceptions of the norms of their peers are highly influential, but that these perceptions are often incorrect. Social norms interventions t...
متن کامل