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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.

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.

The effects of interventions within a high-care psychiatric ward, based upon the principles of a therapeutic community, were evaluated. Interventions included an enhanced physical environment, improved communication, clear rules and aims, and improved safety procedures. A Ward Atmosphere Scale, an Attitude Scale, and interviews with staff indicated improvements in ward atmosphere and staff attitudes. Ward records showed a substantial reduction in the use of seclusion for aggressive patient behaviour, and a 62% reduction over 2 years in short-term staff illness. The authors conclude that similar interventions could be used to improve the functioning of other psychiatric wards.

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In this paper, we use Bakhtin's theory of carnival in a literary analysis of young people's 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 people's 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.

Yearly increases in admissions for DSH to hospitals in England reversed in 1998/99 and stabilized in 1999/ 2000. These changes were most noticeable for the 16-24 years age group. The use of paracetamol decreased, whereas other means of self-harm increased. Regional differences and the relationship between rates of DSH in the community and hospital should be explored further.