Young adults and ‘binge’ drinking: A Bakhtinian analysis

Hackley, Chris, Bengry-Howell, Andrew , Griffin , Christine , Mistral, Wilm, Szmigin, Isabelle and Hackley née Tiwsakul, Rungpaka Amy

(2013)

Hackley, Chris, Bengry-Howell, Andrew , Griffin , Christine , Mistral, Wilm, Szmigin, Isabelle and Hackley née Tiwsakul, Rungpaka Amy (2013) Young adults and ‘binge’ drinking: A Bakhtinian analysis. Journal of Marketing Management, 29 (7-8).

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Abstract

In this paper we use Bakhtin’s theory of carnival in a literary analysis of young peoples’ accounts of the role of alcohol in their social lives. Bakhtinian themes in the focus group transcripts included the dialogic character of drinking stories, the focus on parodic grotesquery, ribald and satiric laughter, and the temporary subversion and reversal of social norms and roles in a world turned ‘inside out’. We suggest that our analysis of the UK’s drinking ‘culture’ hints at a previously untheorised complexity and force, and points to a deep contradiction between young peoples’ lived experience of alcohol and government policy discourses based on appeals to individual moral responsibility. We conclude that the carnivalesque resonance of drinking is such that the UK’s alcohol problem will continue to worsen until the availability and cultural presence of alcohol is subject to stricter controls.

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This is a Approved version
This version's date is: 2013
This item is not peer reviewed

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https://repository.royalholloway.ac.uk/items/9a33c445-cccb-721e-14e5-e34ed806adee/7/

Deposited by Research Information System (atira) on 26-Sep-2013 in Royal Holloway Research Online.Last modified on 26-Sep-2013


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