McCreanor, TimMoewaka Barnes, HelenGregory, MandiKaiwai, HectorBorell, Suaree2010-11-192010-11-192005-12McCreanor, 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: 10.1080/160663505003385001606-6359http://hdl.handle.net/10179/1857Marketing 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.enMarketingYouthYoung peoplePublic healthAlcoholConsumptionIdentitiesFields of Research::320000 Medical and Health Sciences::321200 Public Health and Health Services::321299 Public health and health services not elsewhere classifiedJournal Article