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

这项研究将提高我们对酒精和夜间环境（NTE）的性别营销如何影响女性酒精消费及其对NTE的体验的理解，目的是与关键利益相关者（如年轻人、行业）接触，使场所更健康、更安全、更具包容性。尽管饮酒及其相关危害在男性中比女性更为普遍，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，喝酒是为了愉悦和陶醉，是为了培养群体归属感、纽带和友谊。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转变，包括她们经济独立程度的提高。酒精的可负担性提高，对NTE的修改使其对女性更友好，以及酒精营销针对女性的方式是其他重要的因素，但仍在研究中。酒类营销针对男性和女性的方式不同，但都是为了提高销量和打造品牌忠诚度。然而，女性饮酒者面临着相互矛盾的营销信息。她们通过赋予权力的信息（如性表达、独立）以及性别刻板印象（如性行为）成为目标。“粉色营销”)，并受到物化和性化的影响，以向男性推销酒精产品。NTE（如酒吧和俱乐部）的营销也强化了性别刻板印象以及女性的性化和物化。这包括越来越多地使用社交媒体营销，以及女性客户和“影响者”（例如在线推广者）的性感照片。这种营销不仅可能影响妇女的饮酒习惯和体验，而且性别歧视的内容可能强化对妇女的消极态度、性别陈规定型观念以及男女关系。这可能创造一种容忍性别歧视行为（例如不受欢迎的性关注）的环境，这可能破坏旨在解决东北东部地区性暴力问题的运动，并在更广泛的范围内促进妇女权利和平等。酒类产品通过特定性别信息进行促销的方式似乎正在发生变化，业内人士担心，性别歧视营销可能会疏远女性顾客。相反，女权主义信息（如选择、赋权、解决性别收入差距）、性别不一致性（如变性权利、性别越界）、性（如爱就是爱）和种族（如民族多样性）平等正越来越多地被品牌所使用。同样，尽管女性在NTE营销中继续被性化，性别平等的信息也被用来宣传NTE。酒类营销的这种变化很重要，因为从性别平等的角度来看，远离性别歧视信息是积极的，但使用女权主义信息可能会吸引女性饮酒者，影响她们的饮酒，进而影响她们的健康。学者和酒类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，让女性了解营销是如何通过性别刻板印象和赋权信息，以及更新的监管来操纵她们的消费选择的。我们需要研究年轻女性和男性，以及那些从事营销和监管工作的人，探索女性是如何被酒精品牌和NTE营销所瞄准和代表的，以及它对饮酒体验和性别平等的影响。拟议的研究得益于青年和工业界的直接参与，并将为教育活动的发展提供信息，这些活动旨在使妇女对鼓励她们饮酒的战略具有批判性思维；旨在减少夜生活中的性暴力的预防活动；并帮助评估监管法规的遵守情况，这些法规旨在限制纵容性别不平等的酒类营销。

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.