Branded Consumption and Social Identification: Young People and Alcohol Study, 2006-2007

<P>Abstract copyright UK Data Service and data collection copyright owner.</P><br>This qualitative dataset examines young people's relationship with alcohol and drinking practices.<br>
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The study investigated the meanings that young people associate with drinking and how contemporary forms of alcohol marketing operate to constitute alcohol brands as discursive resources that young people can draw on.<br>
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The project examined: (a) the role that branding and marketing practices play in shaping young adults' identity practices around alcohol and the meanings that they associate with alcohol consumption; (b) how young people's drinking practices and the meanings they associated with alcohol consumption differed in three geographical contexts: a major metropolitan conurbation in the West Midlands, a smaller semi-rural market town and a seaside location in the West Country; (c) how alcohol-related practices are organised around gender, class and/or ethnicity; (d) the role that drinking stories and other collective cultural practices (e.g. drinking games) play in the constitution of young adults' social and personal identities.<br>
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Further information can be found at the project's <a href="http://www.esrcsocietytoday.ac.uk/esrcinfocentre/viewawardpage.aspx?awardnumber=RES-148-25-0021" title="ESRC funding award webpage">funding award page</a>.