Flaunting it on Facebook: Young adults, drinking cultures and the cult of celebrity
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Date
2014-03
DOI
Open Access Location
Journal Title
Journal ISSN
Volume Title
Publisher
Massey University School of Psychology
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Abstract
Young adults in Aotearoa/New Zealand (NZ) regularly engage
in heavy drinking episodes with groups of friends within
a collective culture of intoxication to ‘have fun’ and ‘be
sociable’. This population has also rapidly increased their use
of new social networking technologies (e.g. mobile camera/
video phones; Facebook and YouTube) and are said to be
obsessed with identity, image and celebrity. This research
project explored the ways in which new technologies are
being used by a range of young people (and others, including
marketers) in drinking practices and drinking cultures in
Aotearoa/NZ. It also explored how these technologies
impact on young adults’ behaviours and identities, and how
this varies across young adults of diverse ethnicities (Maori
[indigenous people of NZ], Pasifika [people descended
from the Pacific Islands] and Pakeha [people of European
descent]), social classes and genders.
We collected data from a large and diverse sample of young
adults aged 18-25 years employing novel and innovative
methodologies across three data collection stages. In total
141 participants took part in 34 friendship focus group
discussions (12 Pakeha, 12 Maori and 10 Pasifika groups)
while 23 young adults showed and discussed their Facebook
pages during an individual interview that involved screencapture
software and video recordings. Popular online
material regarding drinking alcohol was also collected (via
groups, interviews, and web searches), providing a database
of 487 links to relevant material (including websites, apps,
and games). Critical and in-depth qualitative analyses across
these multimodal datasets were undertaken.
Key findings demonstrated that social technologies play a
crucial role in young adults’ drinking cultures and processes
of identity construction. Consuming alcohol to a point of
intoxication was a commonplace leisure-time activity for
most of the young adult participants, and social network
technologies were fully integrated into their drinking cultures.
Facebook was employed by all participants and was used
before, during and following drinking episodes. Uploading
and sharing photos on Facebook was particularly central to
young people’s drinking cultures and the ongoing creation of
their identities. This involved a great deal of Facebook ‘work’
to ensure appropriate identity displays such as tagging (the
addition of explanatory or identifying labels) and untagging
photos.
Being visible online was crucial for many young adults,
and they put significant amounts of time and energy into
updating and maintaining Facebook pages, particularly with
material regarding drinking practices and events. However
this was not consistent across the sample, and our findings
revealed nuanced and complex ways in which people from
different ethnicities, genders and social classes engaged
with drinking cultures and new technologies in different
ways, reflecting their positioning within the social structure.
Pakeha shared their drinking practices online with relatively
little reflection, while Pasifika and Maori participants were
more likely to discuss avoiding online displays of drinking
and demonstrated greater reflexive self-surveillance. Females
spoke of being more aware of normative expectations around
gender than males, and described particular forms of online
identity displays (e.g. moderated intake, controlled selfdetermination).
Participants from upper socio-economic
groups expressed less concern than others about both
drinking and posting material online. Celebrity culture
was actively engaged with, in part at least, as a means of
expressing what it is to be a young adult in contemporary
society, and reinforcing the need for young people to engage
in their own everyday practices of ‘celebritising’ themselves
through drinking cultures online.
Alcohol companies employed social media to market
their products to young people in sophisticated ways that
meant the campaigns and actions were rarely perceived as
marketing. Online alcohol marketing initiatives were actively
appropriated by young people and reproduced within their
Facebook pages to present tastes and preferences, facilitate
social interaction, construct identities, and more generally
develop cultural capital. These commercial activities
within the commercial platforms that constitute social
networking systems contribute heavily to a general ‘culture
of intoxication’ while simultaneously allowing young people
to ‘create’ and ‘produce’ themselves online via the sharing of
consumption ‘choices’, online interactions and activities.
Description
Copyright © Antonia Lyons; Tim McCreanor; Fiona Hutton; Ian
Goodwin; Helen Moewaka Barnes; Christine Griffin; Kerryellen
Vroman; Acushla Dee O’Carroll; Patricia Niland; Lina Samu
Print publication available from: http://www.drinkingcultures.info/
Keywords
Aotearoa, Young adults, Alcohol use, Culture, Facebook, Social networks
Citation
Lyons, A.C., McCreanor, T., Hutton, F., Goodwin, I., Moewaka Barnes, H., Griffin, C. et al. (2014). Flaunting it on Facebook: Young adults, drinking cultures and the cult of celebrity. Wellington, NZ: Massey University School of Psychology.