'You're in the alcohol Matrix, then you unplug from it, and you're like 'Wow''': exploring sober women's management, negotiation and countering of alcohol marketing in the UK
'You're in the alcohol Matrix, then you unplug from it, and you're like 'Wow''': exploring sober women's management, negotiation and countering of alcohol marketing in the UK
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“你身处酒精矩阵中，然后拔掉它，你就会‘哇’”：探索英国清醒女性的管理、谈判和反制酒精营销
DOI：
10.1080/09687637.2022.2145935
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发表时间：
2022
期刊：
影响因子：
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通讯作者：
Atkinson A
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作者：
Atkinson A
背景酒精营销影响饮酒习惯，这有助于塑造性别认同的构建。本文介绍了研究探索妇女谁是清醒的管理和谈判的非饮酒和清醒的身份在新自由主义的背景下，市场酒精产品和消费作为女性身份的一个定义特征。在社交媒体平台Instagram上积极清醒社区中活跃的清醒女性制作的在线内容进行了分析，调查结果：女性在日常清醒体验中协商营销信息，饮酒与母性、女性友谊与赋权之间存在关联，讨论影响她们的饮酒、生活经历和自我意识。她们就这些信息进行了谈判，并创造了作为清醒女性“表现女性气质”的替代方式，方法是远离自己以前的饮酒身份;拒绝、改造和抵制将饮酒与女性气质联系起来的营销;结论Instagram允许女性公开批评和反击营销信息，这种方式将酒精使用与女性气质联系起来，但不是更普遍的消费，以传统和新闻的方式。营销监管应考虑那些有问题的酒精使用者如何特别容易受到营销信息的影响。
BackgroundAlcohol marketing influences drinking practices, and this helps shape how gender identities are constructed. This paper presents research exploring how women who are sober manage and negotiate their non-drinking and sober identities in neo-liberal contexts that market alcohol products and consumption as a defining feature of feminine identities.MethodsSemi-structured in-depth interviews (n= 15) and online content produced by sober women active in the positive sobriety community on the social media platform Instagram were analysed using thematic analysis.FindingsWomen negotiated marketing messages within their everyday experiences of sobriety, with associations between drinking andmotherhood, female friendshipandempowerment,discussed as impacting their drinking, lived experience and sense of self. They negotiated such messages, and created alternative ways of ‘doing femininity’ as sober women, through distancing themselves from their previous drinking identities; rejecting, reworking and countering marketing that links alcohol use to femininity; and alternative consumption practices.ConclusionInstagram allowed women to publicly critique and counter marketing messages in ways that unlinked alcohol use, but not consumption more generally, from femininity, in traditional and news ways. Marketing regulation should consider how those experiencing problematic alcohol use may be particularly vulnerable to marketing messages, in ways that are gendered.