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

This qualitative dataset examines young people's relationship with alcohol and drinking practices in England. 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. 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 3 geographical contexts: a major metropolitan conurbation in the West Midlands, a smaller semi-rural market town and a seaside location in the West Country; 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 adult's social and personal identities. To obtain a free account please register with the UKDA.