How can new media influence young people's drinking behaviour?

Dec 06, 2010

(PhysOrg.com) -- With funding for anti-drink driving campaigns on Television cut this Christmas one University of Birmingham academic is looking at whether new and social media can be used to effectively fill this gap by encouraging young people to drink responsibly.

Professor Isabelle Szmigin from the Birmingham Business School is an expert in consumer marketing and has previously researched the role advertising plays in shaping young people’s attitudes to excessive drinking.

She comments: 'We know that funding for the high profile national TV campaigns has been cut, but the drink driving message has lost none of its importance, so we need to look at alternatives that can convey this important message.

'New and social media have great potential to reach young people but we need to find out what is effective in creating awareness of the risks of excessive alcohol consumption.'

One Birmingham student has already used new media to drive the message home by developing her own anti drink driving podcast.

As part of her Communications coursework Charlotte Ball, a 2nd year Business Management with Communications undergraduate, has mixed poetry and parody to produce a strong anti drink-drive campaign for Christmas.

The finished podcast is being made available online in a bid to highlight the drink driving risk amongst young people over the Christmas party season.

Charlotte produced and recorded the podcast using music mixed and produced by Birmingham based teenager “Little C Prod”.

She comments: 'I was really pleased to produce something that is being made available online. I hope that the message gets through to young people to think again about driving after a second unit of alcohol at a time of year when it can be easy to forget.'

Professor Szmigin adds: 'Charlotte’s podcast is a tremendous example of taking a creative approach to a drink driving campaignIt is good to see young people talking to each other about such important issues. Too often drink campaigns ‘talk down’ to young people.

'The expectation is that over-consume alcohol, but here we have an example of the way in which students at Birmingham are working towards greater alcohol awareness by putting social marketing theory into practice, and to good use.'

Explore further: Daylight Saving Time spurs drop in crime rate

Provided by University of Birmingham

not rated yet
add to favorites email to friend print save as pdf

Related Stories

T'is the season to be jolly?

Dec 28, 2008

As the party season approaches, a timely reminder of the issues surrounding the binge drinking culture are again highlighted by research into 'young people and alcohol' a team lead by Professor Christine Griffin, at the University ...

Friendly young people in particular drink under pressure

Jul 05, 2007

Men, extrovert people and those with positive expectations regarding alcohol use drink more than others, says Dutch psychologist Sander Bot. The amount a young person drinks is largely determined by how much others in the ...

Alcohol adverts attract the young

Feb 06, 2009

Alcohol advertising and marketing may lead to underage drinking. A large systematic review of more than 13,000 people, published in the open access journal BMC Public Health, suggests that exposure to ads and product placem ...

Recommended for you

Daylight Saving Time spurs drop in crime rate

5 hours ago

(Phys.org) —Researchers are no longer in the dark about when criminals are most likely to attack. William & Mary economist Nicholas Sanders teamed up with the University of Virginia's Jennifer Doleac to study the connection ...

Evolution of lying

May 16, 2013

(Phys.org) —Ultimately, our ability to convincingly lie to each other may have evolved as a direct result of our cooperative nature.

User comments : 0

More news stories

Tiny ancient bandicoot shines light on future

(Phys.org) —A 20 million-year-old fossil skull identified as a 'pocket-sized' ancestor of the bandicoot will give insights into the future of Australia's modern endangered animals.

Relaxed tourists share more

Tourists set on relaxing and socialising when they reach their holiday destination tend to do little advance research on the internet before making their trip, but are more likely to share travel information and photos on ...

Daylight Saving Time spurs drop in crime rate

(Phys.org) —Researchers are no longer in the dark about when criminals are most likely to attack. William & Mary economist Nicholas Sanders teamed up with the University of Virginia's Jennifer Doleac to study the connection ...

Advance in nanotech gene sequencing technique

(Phys.org) —The allure of personalized medicine has made new, more efficient ways of sequencing genes a top research priority. One promising technique involves reading DNA bases using changes in electrical ...

Finnish start-up launches smartphone to rival giants

A group of ex-Nokia employees who quit over the company's decision to abandon the planned MeeGo operating system in favour of Windows presented their own smartphone on Monday, hoping to rival the sector's ...