Funded by the European Foundation for Alcohol Research (ERAB), the project examines public understanding of what risky behaviour/lifestyle is around alcohol. It examines the types of social media used by companies marketing to young people and investigates the role that social media and social media marketing plays in young people’s lifestyles in terms of risky, transgressive or anti-social behaviour.
The research seeks to gain an understanding of young people’s use of social media, and the influence of social media marketing on lifestyles around alcohol to make suggestions for regulatory and local policy with regard to social media use and approaches by business.
Through a multimodal approach (including content analysis, focus groups, interviews with alcohol companies, bodies involved with alcohol harm reduction, and qualitative and quantitative analysis of social media), the study will examine links across social media, social media marketing, alcohol consumption and young people’s lifestyle. Analysis of social media marketing sites and users’ social media employing screen capture and qualitative software will seek to identify whether and how social media around alcohol may influence or be part of lifestyle choices that include risky and/or anti-social behaviour.