Citation Purves R (2017) Creating Powerful Brands. In: Lyons A, McCreanor T, Goodwin I & Moewaka BH (eds.) Youth Drinking Cultures in a Digital World: Alcohol, Social Media and Cultures of Intoxication. Routledge Studies in Public Health. Abingdon, Oxon: Routledge, pp. 14-163. https://www.routledge.com/Youth-Drinking-Cultures-in-a-Digital-World-Alcohol-Social-Media-and-Cultures/Lyons-McCreanor-Goodwin-Moewaka-Barnes/p/book/9781138959040; https://doi.org/10.4324/9781315660844
Abstract Social media has helped boost the culture of intoxication, a central aspect of young people's social lives in many Western countries. Initial research suggests that these technologies enable highly nuanced, targeted marketing and innovations - creating new virtual spaces that alter the dynamics and consequences of drinking cultures in signiﬁ cant ways. Youth Drinking Cultures in a Digital World focuses on how pervasive social networking technologies contribute to drinking cultures. It brings together international contributions from leading researchers in this emerging ﬁ eld to explore how new technologies are reconﬁ guring the key themes, traditional interests, practices and concerns of alcohol-related research with young people. It is particularly concerned with three important areas, namely: • identities, social relations and power • alcohol marketing and commercialisation • public health and regulating alcohol promotion. This innovative book includes original research and commentary and is a must- read for academics and researchers in the areas of public health, psychology, sociology, media studies, youth studies and alcohol studies.
Keywords Alcohol; social media; young people; drinking culture; alcohol marketing