Consuming identities: alcohol marketing and the commodification of youth experience
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Date
2005-12
DOI
Open Access Location
Journal Title
Journal ISSN
Volume Title
Publisher
Informa Healthcare
Rights
Abstract
Marketing has successfully used the postmodern turn in conceptualisations of the human subject and incorporated contemporary theorising of identities and self into its understanding of the key drivers of consumption. Such developments clearly converge in alcohol marketing practices that target young people where commercialized youth identities available for consumption and engagement are a significant element. This paper reports data from young people that reflect the uptake of such identities and considers the challenges that these developments represent for public health and the wellbeing of young people.
Description
Keywords
Marketing, Youth, Young people, Public health, Alcohol, Consumption, Identities
Citation
McCreanor, T., Moewaka Barnes, H., Gregory, M., Kaiwai, H., & Borell, S. (2005). Consuming identities: alcohol marketing and the commodification of youth experience. Addiction Research and Theory, 13(6), 579- 590. doi: 10.1080/16066350500338500