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Item 'I don't consider cancer when I'm grabbing the beer': Discursive strategies used by midlife New Zealanders to undermine alcohol-cancer risks(Oxford University Press, 2025-12) Lyons AC; Kersey K; Young J; Stephens C; Blake D; Anderson RCompared with other age groups, adults at midlife consume alcohol at relatively high levels. Alcohol has been linked to a number of long-term health risks, including cancer, although awareness of cancer risk is low. The current study aimed to examine how adults at midlife talk about, understand and consider alcohol-related cancer risks within their life contexts. Individual interviews were undertaken with 37 adults (41-64 years; 28 female, 9 male) about their alcohol consumption, views on the health risks of drinking, and understandings of the alcohol-cancer association. Interviews were transcribed verbatim, coded and subjected to a discursive analysis. Participants constructed their drinking as low-risk because it was controlled, responsible, and moderate. They used discursive strategies to undermine the evidence on the cancer risks of alcohol by contrasting it with (stronger) evidence for tobacco risk, drawing on personal accounts of exceptional cases, and displaying 'risk fatigue' because alcohol was just one of many carcinogens they navigate in daily life. The pleasure they derived from alcohol outweighed cancer risks. Cancer risk evidence was itself constructed as risky because people with cancer could be blamed for their disease. These findings show that public health messages about alcohol and cancer risk need to incorporate people's own sense-making about alcohol and risk within their lives, including notions of pleasure. Unintended consequences of current messaging include short-term risks (to health and wellbeing) and moral risks (potential for people to be blamed for cancer) and therefore may be ignored or resisted by target populations.Item Alcohol marketing on social media: young people’s exposure, engagement and alcohol-related behaviors(Taylor and Francis Group, 2024-07-08) McCreanor T; Moewaka Barnes A; Goodwin I; Carah N; Young J; Spicer J; Lyons ACAim Alcohol promotions in conventional channels are associated with subsequent alcohol consumption in young people, but little is known about young people’s exposure to digital alcohol marketing. This exploratory study investigated young people’s exposure to, and engagement with, alcohol marketing on social media platforms, variations across sociodemographic groups and associations with alcohol-related behaviors. Method An online survey was conducted with 3698 participants aged between 14 and 20 years (M = 17.1; SD = 1.8) in New Zealand. The survey asked about social media use and exposure to and engagement with alcohol product marketing on their preferred platforms, alcohol consumption patterns, hazardous drinking (AUDIT-C scores) and purchasing alcohol online. Results Nearly three-quarters of the sample who responded to questions about exposure to alcohol marketing (70.6%; n = 1541) reported seeing marketing on at least one social media platform, with older respondents (18–20 years) more likely to report exposure than younger respondents (14–17 years); no differences were found across gender, ethnicity or socioeconomic groups. Over one-third of those who responded to questions about engagement (40.7%; n = 850) reported engaging with alcohol marketing and this varied by age, gender and ethnicity. Recall of exposure to alcohol marketing was less strongly associated with online purchase and having ever drunk alcohol than was engagement with alcohol marketing, which was also associated with hazardous drinking. Conclusions Engagement with alcohol marketing was more strongly related to alcohol behaviors, including online purchasing, having ever drunk alcohol, and drinking at hazardous levels, than exposure. These findings also demonstrated inequitable patterns of engagement with alcohol marketing on social media associated with these novel algorithmic marketing methods.Item Home drinking practices among middle-class adults in midlife during the COVID-19 pandemic: Material ubiquity, automatic routines and embodied states.(John Wiley and Sons, Inc., 2023-07-01) Lyons AC; Young J; Blake D; Evans P; Stephens CINTRODUCTION: Harmful drinking is increasing among mid-life adults. Using social practice theory, this research investigated the knowledge, actions, materials, places and temporalities that comprise home drinking practices among middle-class adults (40-65 years) in Aotearoa New Zealand during 2021-2022 and post the COVID-19 pandemic lockdowns. METHODS: Nine friendship groups (N = 45; 26 females, 19 males from various life stages and ethnicities) discussed their drinking practices. A subset of 10 participants (8 female, 2 male) shared digital content (photos, screenshots) about alcohol and drinking over 2 weeks, which they subsequently discussed in an individual interview. Group and interview transcripts were thematically analysed using the digital content to inform the analysis. RESULTS: Three themes were identified around home drinking practices, namely: (i) alcohol objects as everywhere, embedded throughout spaces and places in the home; (ii) drinking practices as habitual, automatic and conditioned to mundane everyday domestic chores, routines and times; and (iii) drinking practices intentionally used by participants to achieve desired embodied states to manage feelings linked to domestic and everyday routines. DISCUSSION AND CONCLUSIONS: Alcohol was normalised and everywhere within the homes of these midlife adults. Alcohol-related objects and products had their own agency, being entangled with domestic routines and activities, affecting drinking in both automatic and intentional ways. Developing alcohol policy that would change its ubiquitous and ordinary status, and the 'automatic' nature of many drinking practices, is needed. This includes restricting marketing and availability to disrupt the acceptability and normalisation of alcohol in the everyday domestic lives of adults at midlife.Item Embodiment, gender and drinking in midlifeLyons AC; Emslie C; Hunt KItem Transformation and time-out: The role of alcohol in identity construction among Scottish women in early midlife(Elsevier, 2015) Emslie C; Hunt K; Lyons ACDespite the increase in drinking by women in early midlife, little alcohol research has focused on this group. We explore how alcohol is associated with the construction of gender identities among women aged 30-50 years in the west of Scotland, United Kingdom. We draw on qualitative data from 11 focus groups (five all-female, six mixed-sex) with pre-existing groups of friends and work colleagues in which women and men discuss their drinking behaviours. Analysis demonstrated how alcohol represented a time and space away from paid and unpaid work for women in a range of domestic circumstances, allowing them to relax and unwind. While women used alcohol to construct a range of identities, traditional notions of femininity remained salient (e.g. attention to appearance, drinking 'girly' drinks). Drinking enabled women to assert their identity beyond the roles and responsibilities often associated with being a woman in early midlife. For example, some respondents with young children described the transformative effects of excessive drinking which allowed them to return temporarily to a younger, carefree version of themselves. Thus, our data suggest that women's drinking in early midlife revolves around notions of 'idealised' femininity but simultaneously represents a way of achieving 'time out' from traditional female responsibilities such as caring for others. We consider these findings within a broader social and cultural context including alcohol marketing, domestic roles and motherhood and their implications for health promotion.
