Health campaigns highlighting the consequences of drinking too much could be failing because young people take pride in their drunken exploits, according to state-funded research.
Advertisements that show someone being thrown out of a nightclub, being carried home or passing out in a doorway are often seen by young people as a typical story of a fun night out, rather than as a cautionary tale, it is claimed.
This report appears in the Telegraph and goes on:
"Extreme inebriation is often seen as a source of personal esteem and social affirmation amongst young people," said Prof Christine Griffin from the University of Bath, who led the three-year-study with experts from Royal Holloway at the University of London, and the University of Birmingham, and funded by the Economic and Social Research Council.
"Tales of alcohol-related mishaps and escapades were key markers of young peoples' social identity. These 'drinking stories' also deepen bonds of friendship and cement group membership. Not only does being in a friendship group legitimise being very drunk - being the subject of an extreme drinking story can raise esteem within the group."
Prof Chris Hackley, of the School of Management at Royal Holloway, added: "Inebriation within the friendship group is often part of a social bonding ritual that is viewed positively and linked with fun, friendship and good times.
I could have told them that for the price of a pint
Source:
http://www.telegraph.co.uk/news/main.jhtml?xml=/news/2007/12/10/nalcohol110.xml
