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Young people's alcohol consumption has been the focus of heightened concern over `binge drinking' in social policy, academic research and popular culture. A normalized culture of intoxication is now central to many young people's social lives, playing an important role in the night-time economy of towns and cities across the UK. In this article we draw on the findings of a study on the significance of alcohol consumption in the everyday lives of `ordinar y' young adult drinkers to explore the significance of loss of consciousness and loss of memory in their drinking stories. Through an analysis of focus group discussions with 89 young women and men aged 18 to 25, we explore the role of `passing out stories' in the classed and gendered domain of young people's alcohol consumption in the neo-liberal social order, focussing on the constitution of risk and pleasure in their accounts.

This paper contributes to debates on post-feminism and the constitution of contemporary femininity via an exploration of young women’s alcohol consumption and their involvement in normative drinking cultures. We view femininity as a profoundly contradictory and dilemmatic space which appears almost impossible for girls or young women to inhabit. The juxtaposition of hyper-sexual femininity and the culture of intoxication produces a particularly difficult set of dilemmas for young women. They are exhorted to be sassy and independent – but not feminist; to be ‘up for it’ and to drink and get drunk alongside young men – but not to ‘drink like men’. They are also called on to look and act as agentically sexy within a pornified night-time economy, but to distance themselves from the troubling figure of the ‘drunken slut’. Referring to recent research on young women’s alcohol consumption and our own study on young adults’ involvement in the culture of intoxication in the UK, we consider the ways in which young women manage to inhabit this terrain, and the implications for contemporary feminism and safer drinking initiatives.

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PurposeSocial marketing initiatives designed to address the UK's culture of unhealthy levels of drinking among young adults have achieved inconclusive results to date. The paper aims to investigate the gap between young people's perceptions of alcohol consumption and those of government agencies who seek to influence their behaviour set within a contextualist framework.Design/methodology/approachThe authors present empirical evidence from a major study that suggests that the emphasis of recent campaigns on individual responsibility may be unlikely to resonate with young drinkers. The research included a meaning‐based and visual rhetoric analysis of 261 ads shown on TV, in magazines, on billboards and on the internet between 2005 and 2006. This was followed by 16 informal group discussions with 89 young adults in three locations.FindingsThe research identified the importance of the social context of young people's drinking. The research reveals how a moral position has been culturally constructed around positioning heavy drinking as an individual issue with less regard to other stakeholders and how the marketing agents function in this environment. Calls to individual responsibility in drinking are unlikely to succeed in the current marketing environment.Research limitations/implicationsThe qualitative research was limited to three geographical locations with young adults between the ages of 18 and 25.Practical implicationsThe authors explore implications for social marketing theory and for UK alcohol policy. In particular, the authors suggest that the social norms surrounding young people's drinking need to be acknowledged and built into “sensible” social marketing campaigns. The authors suggest that shame, fear and guilt appeals should be replaced with more constructive methods of ensuring young people's safety when they drink.Originality/valueFrom the theoretical perspective of contextualism, the paper brings together empirical research with young adults and a critical analysis of recent social marketing campaigns within the commercial context of a “culture of intoxication”. It provides both a critique of social marketing in a neo‐liberal context and recognition of issues involved in excessive alcohol consumption.

New Zealand, similar to many other westernised nations, has a well-developed national culture of drinking to intoxication. Within this cultural context, young women are exhorted to engage with the night time economy, get drunk and have “fun” without relinquishing claims to “respectability”. More recently, the rise of Facebook and other social networking sites has coincided with shifts in postfeminism, neo-liberalism and the development of the night time economy. Social networking sites have become a mundane part of people’s everyday lives, whilst still reflecting structural constraints such as class, ethnicity and gender. This article reports on a qualitative study of young women’s drinking practices and uses of Facebook. Focus group discussions were conducted with eight friendship groups involving 36 participants aged 18–25 years. Transcripts of these discussions were subjected to thematic analysis. Three key themes were identified: “tragic girls” and “crack whores”; “drunken femininities”; and “Facebook, alcohol and drunken femininities”. The results indicated that young women experienced significant tensions in expressing their “drunken femininities” both in public and online, whilst also engaging in “airbrushing” of Facebook photos to minimize the appearance of intoxication for known and unknown audiences.

This paper investigates young women's alcohol consumption in the United Kingdom within a widespread culture of intoxication in relation to recent debates about postfeminism and contemporary femininity. Young women are faced with an "impossible dilemma," arising from the contradiction between a hedonistic discourse of alcohol consumption and postfeminist discourse around attaining and maintaining the "right" form of hypersexual heterosexual femininity. Drawing on a recent interview study with 24 young white working-class and middle-class women in the South-West of England, we explore how young women inhabit the dilemmas of contemporary femininity in youth drinking cultures, striving to achieve the "right" form of hypersexual femininity and an "optimum" level of drunkenness.

In contemporary society, being powerful is typically associated with, among other things, being male, middle class and employed. The cultural ascendancy of these characteristics is supported by specific structural and discursive patterns. However, there are a number of ways in which these cultural yardsticks can be challenged. In this paper we summarize the discursive patterns constructed by a group of working-class men experiencing long-term unemployment in a region of the English West Midlands. These men talked about a conflict between discourses concerning domestic provision and public consumption, leading to a sense of disempowerment and emasculation. Despite the potential challenge posed by long-term unemployment to traditional versions of masculinity, these men's accounts retained their positions within hegemonic discourses of masculinity. Finally, we examine the political implications of such discursive patterns.