Browsing by Author "Goodwin, Ian"

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    Embedded commercial technologies : the role of smartphones and alcohol marketing in young adult drinking cultures : a thesis presented in partial fulfilment of the requirements for the degree of Doctor of Philosophy (Psychology) at Massey University, Wellington, New Zealand
    (Massey University, 2023) Hebden, Ross Tāne
    As a result of the near saturation of smartphone devices among young adults, their drinking cultures are now effectively mobile. This expands the capabilities and potential for alcohol marketing embedded within those cultures, impacting on their development and the health outcomes associated with them. Couched within a growing critical literature on digital alcohol marketing, my research consisted of two related studies that investigated the role smartphones play in young adult drinking cultures. First, I attended the drinking events of 5 friendship groups (27 participants), and then conducted 8 follow-up interviews with a subset of individuals. Second, 9 participants downloaded a bespoke app on their phones that recorded phone activities across a drinking event. Within a week I showed these participants an animated video ‘map’ of their phone data from the night and interviewed them about the details. The data consisted of observational photos and field notes, transcripts of interviews and smartphone data (e.g. location, apps used, notifications headers, timestamps). These data were analysed using discursive approaches. Four discourses were identified, namely smartphones as social disrupters, smartphones as social facilitators, participatory marketing and constantly connected drinking cultures. Together the discourses highlighted that smartphones were crucial to sociality. However, participants also described smartphones as potentially distracting from important face-to-face sociality and the constant connection as being overwhelming at times. Findings suggested that mobilisation of young adult sociality has exacerbated the relationship between alcohol marketing and young adult drinking cultures by providing means for brands and alcohol-centric content to be naturalised into their social practices. In particular, the apps Snapchat and Facebook Messenger played prominent roles in expanding participants’ drinking cultures into cyberspace, while obscuring the commercial origins of marketing material. Smartphones are an important aspect of young adult drinking cultures due to the ways in which they shape young adult sociality and allow alcohol marketers to engage with them. Commercial entities that design smartphone devices, social media platforms, and alcohol marketing all have vested interests in maintaining a strong presence in young adult sociality. There are tensions between young adult autonomy and their reliance on these powerful commercial entities for provision of integral cultural services. Empowering young adult voices and ensuring their participation in alcohol legislation that is relevant to them, as well as continuing attempts to legislate transnational social media businesses, are important directions for policy and harm minimisation strategies.
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    Flaunting it on Facebook: Young adults, drinking cultures and the cult of celebrity
    (Massey University School of Psychology, 2014-03) Lyons, Antonia; McCreanor, Tim; Hutton, Fiona; Goodwin, Ian; Barnes, Helen Moewaka; Griffin, Christine; Kerryellen, Vroman; O’Carroll, Acushla Dee; Niland, Patricia; Samu, Lina
    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.
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    YouTube's modulatory apparatus : young children's participation in YouTube's political economy : a thesis presented in partial fulfilment of the requirements for the degree of Doctor of Philosophy in Media Studies, Massey University, Albany, New Zealand
    (Massey University, 2023) Bastos Mareschi Aggio, Amanda
    YouTube is a favoured digital destination for young children between five and six years old. In contrast to accounts that celebrate YouTube as an empowering and democratising platform, this research project examines young children’s interactions with YouTube using political economic and biopolitical approaches which situate children’s participation in the platform as unpaid and exploited labour. The thesis employs thematic analysis drawing on 47 interviews with young children, their parents, and teachers, alongside observations of young children’s usage of YouTube. The key findings are organised around the themes of happiness, attention, popularity and control, which unpack and question notions of digital labour, biopower and the attention economy in relation to the functioning of YouTube and its impact on young children’s lives. Within this analysis I develop the concept of the YouTube’s Modulatory Apparatus (YTMA), a strategic formation composed of the interplay of YouTube’s technical components and the platform’s commercial rationales. My findings suggest children’s feelings, behaviour and subjectivities are influenced by a trustful, intimate and emotional rapport established between young children and the YTMA. The analysis of participants’ accounts of YouTube highlights narratives that can suggest YouTube’s commercial strategies or justify practices of and through its platform.