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Understanding the “Social Gifts” of Drinking Rituals: An Alternative Framework for PSA Developers

Understanding the “Social Gifts” of Drinking Rituals: An Alternative Framework for PSA Developers Abstract Binge drinking behavior has been described as the most significant health hazard on college campuses today. Using definitions of ritual behavior drawn from the literature, the authors conducted focus groups, depth interviews, and participant observations to explore the ritualized nature of alcohol beverage consumption among college students at two large universities. The themes that emerged provide an understanding of the rituals associated with college student drinking. With the drinking-as-ritual interpretation as a theoretical framework, the authors discuss how developers of public service announcements (PSAs) could capture and contextualize drinking rituals and thus make PSAs more relevant to the target audience. They provide examples of PSAs that could be tested. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Advertising Taylor & Francis

Understanding the “Social Gifts” of Drinking Rituals: An Alternative Framework for PSA Developers

15 pages

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References (54)

Publisher
Taylor & Francis
Copyright
Copyright Taylor & Francis Group, LLC
ISSN
1557-7805
eISSN
0091-3367
DOI
10.1080/00913367.1999.10673581
Publisher site
See Article on Publisher Site

Abstract

Abstract Binge drinking behavior has been described as the most significant health hazard on college campuses today. Using definitions of ritual behavior drawn from the literature, the authors conducted focus groups, depth interviews, and participant observations to explore the ritualized nature of alcohol beverage consumption among college students at two large universities. The themes that emerged provide an understanding of the rituals associated with college student drinking. With the drinking-as-ritual interpretation as a theoretical framework, the authors discuss how developers of public service announcements (PSAs) could capture and contextualize drinking rituals and thus make PSAs more relevant to the target audience. They provide examples of PSAs that could be tested.

Journal

Journal of AdvertisingTaylor & Francis

Published: Jun 1, 1999

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