Young Australians and the promotion of alcohol on social media

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This project aims to determine how young people engage with alcohol and nightlife marketing on social media platforms like Facebook, Instagram, and Snapchat. Companies now leverage the power of social media to create advertisements that are made and shared by young people, targeted to them in particular times, places and contexts, and are thus difficult to monitor and regulate. The project will use computational, big social data approaches and youth informants to assess the pervasiveness of branding on social media and how it shapes youth cultures. This work will extend media and cultural studies and support the development of effective monitoring and regulation of online marketing in general, with a particular focus on alcohol.