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    Youth identity formation and contemporary alcohol marketing

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    McCreanor_Greenaway_Barnes_2005.pdf (93.18Kb)
    Abstract
    This paper considers linkages between contemporary marketing theory and practice, and emerging conceptualizations of identity, to discuss implications for public health concerns over alcohol use among young people. Particular attention is paid to the theorizing of consumption as a component of youth identities and the ways in which developments of marketing praxis orients to such schemata. The authors’ analyses of exemplars of marketing materials in use in Aotearoa New Zealand, drawn from their research archive, emphasize the sophistication and power of such forms of marketing.They argue that public health policy and practice must respond to the interweaving of marketing and the self-making practices of young people to counter this complex threat to the health and well-being of young people.
    Citation
    McCreanor, T., Greenaway, A., Moewaka Barnes, H., Borell, S., & Gregory, A. (2005). Youth identity formation and contemporary alcohol marketing. Critical Public Health, 15(3), 251-262. doi: 10.1080/09581590500372345
    Date
    2005-09
    Author
    McCreanor, Timothy
    Greenaway, Alison
    Moewaka Barnes, Helen
    Borell, Suraee
    Gregory, Amanda
    Publisher
    Taylor and Francis
    URI
    http://hdl.handle.net/10179/9711
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    Copyright © Massey University
    Contact Us | Send Feedback | Copyright Take Down Request | Massey University Privacy Statement
    DSpace software copyright © Duraspace
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