Exploring the nature, creation, impact and regulation of gendered alcohol brand and nightlife marketing in the age of contemporary feminism

这项研究将增进我们对酒类的性别营销和夜间环境(NTE)如何影响女性饮酒的理解，以及她们对NTE的体验，目的是与主要利益攸关方(如年轻人、行业)接触，使场馆更健康、更安全和更具包容性。尽管饮酒和相关危害在男性中比女性更普遍，但近年来这种性别差距已经缩小。女性是NTE的积极参与者，和男性一样，饮酒是为了愉悦和陶醉，并培养群体归属感、凝聚力和友谊。男性和女性饮酒模式的趋同可以部分解释为女性社会地位的变化，包括她们经济独立性的提高。酒精负担能力的提高，改变NTE以使其对女性更友好，以及女性成为酒类营销目标的方式，这些都是其他重要的因素，但尚未得到研究。酒类营销以不同的方式瞄准男性和女性，但两者的目标都是增加销售额和打造品牌忠诚度。然而，女性饮酒者面临着相互矛盾的营销信息。她们是通过赋予权力的信息(例如性表达、独立性)，但也是性别刻板印象(例如‘粉色营销’)的目标，并受到客观化和性别化的影响，以向男性推销酒精产品。NTE(如酒吧和俱乐部)营销也强化了性别陈规定型观念以及对妇女的性别化和客观化。这包括越来越多地使用社交媒体营销，以及女性客户和“有影响力的人”(例如在线推广者)的性爱照片。这种营销不仅可能影响女性的饮酒习惯和经历，而且性别歧视内容可能会强化对女性的负面态度、性别刻板印象以及男女之间的关系。这可能会造成一种容忍性别歧视行为(例如，不想要的性关注)的环境，这可能会破坏旨在解决非政府组织性暴力的运动，以及在更广泛的范围内促进妇女权利和平等。酒类产品通过针对性别的信息进行推广的方式似乎正在发生变化，行业担心性别歧视营销可能会疏远女性客户。相反，女权主义的信息(例如选择、赋权、解决性别薪酬差距)、性别不一致(例如跨性别权利、性别越轨)和性别(例如爱就是爱)和种族(例如种族多样性)现在越来越多地被品牌使用。同样，尽管女性在NTE营销中继续被性别化，但性别平等的信息也被用来宣传NTE。酒类营销中的这些变化很重要，因为从性别平等的角度来看，摒弃性别歧视信息是积极的，但女权主义信息的使用可能会吸引女性饮酒者，并影响她们的饮酒，进而影响她们的健康。学者和酒精慈善机构呼吁在这一领域进行更多研究，并强调了教育的重要性，让女性知道营销的目的是如何通过性别刻板印象和赋权信息，以及更新的法规来操纵她们的消费者选择。我们需要对年轻女性和男性，以及那些从事营销和监管工作的人进行研究，探索女性如何成为酒精品牌和NTE营销的目标，并在其中得到代表，以及它对饮酒体验和性别平等的影响。拟议的研究受益于年轻人和工业界的直接参与，并将为开展教育活动提供信息，以使妇女了解鼓励她们饮酒的战略的批判性思维；旨在减少夜生活中的性暴力的预防活动；并帮助评估旨在限制酒精销售的监管守则的遵守情况，这些法规宽恕了性别不平等。

This research will improve our understanding of how the gendered marketing of alcohol and the night time environment (NTE) affects women's consumption of alcohol, and their experiences of the NTE, with the aim of engaging with key stakeholders (e.g. young people, industry) to make venues healthier, safer and more inclusive. Although alcohol use and related harms are more prevalent among men than women, this gender gap has narrowed in recent years. Women are active participants in the NTE, and like men, drink for pleasure and intoxication, and to foster group belonging, bonding and friendship. This convergence in men and women's drinking patterns can be partly explained by the shifting social positions of women, including their increased economic independence. The increased affordability of alcohol, changes to the NTE to make it more female friendly and the way in which women have been targeted by alcohol marketing are other important, yet under researched factors. Alcohol marketing targets men and women in different ways, but both aim to increase sales and forge brand loyalty. However, women drinkers face contradictory marketing messages. They are targeted through messages of empowerment (e.g. sexual expression, independence), but also gender stereotypes (e.g. 'pink marketing'), and are subject to objectification and sexualisation to promote alcohol products to men. NTE (e.g. bars and clubs) marketing also reinforces gender stereotypes and the sexualisation and objectification of women. This includes the increasing use of social media marketing, and sexualised photographs of female customers and 'influencers' (e.g. online promotors). Such marketing may not only influence women's drinking practices and experiences, but sexist content may reinforce negative attitudes towards women, gender stereotypes, and relations between men and women. This may create an environment in which sexist behaviour (e.g. unwanted sexual attention) is tolerated, which can undermine campaigns aimed at addressing sexual violence in the NTE, and advances in women's rights and equality more generally. The way in which alcohol products are promoted through gender-specific messages appears to be changing, and there is industry concern that sexist marketing may alienate female customers. Instead, feminist messages (e.g. choice, empowerment, addressing the gender pay gap), gender non-conformity (e.g. trans rights, gender transgression) and sexual (e.g. Love is Love) and racial (e.g. ethnic diversity) equality are now being increasingly used by brands. Similarly, although women continue to be sexualised in NTE marketing, messages of gender equality are also being used to advertise the NTE. Such changes in alcohol marketing are important, in that the move away from sexist messages is a positive in terms of gender equity, but the use of feminist messages may appeal to female drinkers and influence their drinking, and in turn their health. Academics and alcohol charities have called for more research in this area, and have highlighted the importance of education to inform women how marketing aims to manipulate their consumer choices through gender stereotypes and messages of empowerment, alongside updated regulation. We need research with young women and men, and those working in marketing and it's regulation, that explores how women are targeted by, and represented in alcohol brand and NTE marketing, and its influence on drinking experiences and gender equity. The proposed research benefits from the direct involvement of young people and industry, and will inform the development of educational activities designed to inform women's critical thinking on the strategies that are used to encourage their alcohol use; prevention activities designed to reduce sexual violence in nightlife; and help in the assessment of compliance with regulatory codes aimed at restricting alcohol marketing that condones gender inequality.