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Title:
Branded Consumption and Social Identification: Young People and Alcohol Study, 2006-2007

Subject Categories:
Consumer behaviour - Economics
Drug abuse, alcohol and smoking - Health
Mass media - Media, communication and language
Leisure, tourism and sport - Society and culture
Youth - Social stratification and groupings

Depositor(s):
Griffin, C., University of Bath. Department of Psychology

Principal Investigator(s):
Griffin, C., University of Bath. Department of Psychology

Data Collector(s):
Bengry-Howell, A., University of Bath. Department of Psychology
Clarke, D., University of Birmingham. Birmingham Business School
Weale, L., University of Bath. Department of Psychology

Sponsor(s):
Economic and Social Research Council

Grant Number:
RES-148-25-0021

Other Acknowledgements:
Dr Nick Nash - preparing data for archiving.

Abstract:
This qualitative dataset examines young people's relationship with alcohol and drinking practices.

The study investigated the meanings that young people associate with drinking and how contemporary forms of alcohol marketing operate to constitute alcohol brands as discursive resources that young people can draw on.

The project examined: (a) the role that branding and marketing practices play in shaping young adults' identity practices around alcohol and the meanings that they associate with alcohol consumption; (b) how young people's drinking practices and the meanings they associated with alcohol consumption differed in three geographical contexts: a major metropolitan conurbation in the West Midlands, a smaller semi-rural market town and a seaside location in the West Country; (c) how alcohol-related practices are organised around gender, class and/or ethnicity; (d) the role that drinking stories and other collective cultural practices (e.g. drinking games) play in the constitution of young adults' social and personal identities.

Further information can be found at the project's funding award page.

Coverage:
Time Period Covered: March 2006-March 2007
Dates of Fieldwork: March 2006-March 2007
Country: England
Geography: South West England; West Midlands
Spatial Units: No spatial unit.
Observation Units: Individuals; Groups
Kind of Data: Textual data; Individual (micro) level; Focus group transcripts; semi-structured interview transcripts

Universe Sampled:
Location of Units of Observation:Subnational
Population:Young people aged 18-25

Methodology:
Time Dimensions: Cross-sectional (one-time) study
Sampling Procedures: Purposive selection/case studies; Convenience sample
Number of Units: 89 people in 16 focus groups; 8 semi-structured individual interviews
Method of Data Collection: Face-to-face interview; Focus group
Weighting: No weighting used.

Language(s) of Written Materials:
Study Description: English
Study Documentation: English

Access:
Access Conditions: The depositor has specified that registration is required and standard conditions of use apply. The depositor may be informed about usage. See terms and conditions for further information.
Availability: ESDS Qualidata, UK Data Archive
Contact: Help desk: qualidata@esds.ac.uk

Date of Release:
First Edition: 23 June 2009

Copyright:
Copyright C. Griffin, I. Szmigin, W. Mistral, C. Hackley

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