Alcohol Marketing

หัวข้อวิทยานิพนธ์ การเล่าเรื่องเพื่อการสื่อสารการตลาดธุรกิจเพื่อสังคมสู่ความยั่งยืน
ชื่อนักศึกษา บุญญิสา  แก้วประภาค
ปริญญา นิเทศศาสตรดุษฎีบัณฑิต
สาขาวิชา นิเทศศาสตร์การตลาด
อาจารย์ที่ปรึกษา ผู้ช่วยศาสตราจารย์ ดร.อัญชลี พิเชษฐพันธ์
ปีที่สำเร็จการศึกษา 2567

บทคัดย่อ

การศึกษาวิจัยครั้งนี้มีวัตถุประสงค์เพื่อ 1) ศึกษาการเล่าเรื่องเพื่อการสื่อสารการตลาดธุรกิจเพื่อสังคม 2) ศึกษาการสื่อสารการตลาดแบบเล่าเรื่องที่ส่งผลต่อความยั่งยืนของธุรกิจเพื่อสังคมในประเทศไทย และ 3) สร้างและประเมินการเล่าเรื่องเพื่อการสื่อสารการตลาดธุรกิจเพื่อสังคมสู่ความยั่งยืน เป็นการวิจัยแบบผสมผสานทั้งการวิจัยเชิงคุณภาพและการวิจัยเชิงปริมาณ โดยใช้แบบสอบถามเก็บรวบรวมข้อมูล จากกลุ่มตัวอย่างซึ่งเป็นผู้บริโภค จำนวน 400 คน ใช้แบบสัมภาษณ์เป็นเครื่องมือ      ในการเก็บรวบรวมข้อมูลจากผู้ให้ข้อมูลสำคัญ จำนวน 12 คน จาก 12  บริษัทที่เป็นธุรกิจเพื่อสังคม และการสนทนากลุ่ม
ผลการวิจัยพบว่า
1) การเล่าเรื่องเพื่อการสื่อสารการตลาดธุรกิจเพื่อสังคม ทั้งโดยรวมและรายด้านอยู่ในระดับมาก  เมื่อพิจารณาเป็นรายด้านพบว่า การเล่าเรื่องผ่านคุณประโยชน์ มีค่าเฉลี่ยสูงสุด รองลงมาคือ การเล่าเรื่องผ่านคุณสมบัติ  และการเล่าเรื่องผ่านจุดเด่น ตามลำดับ
2) การสื่อสารการตลาดการเล่าเรื่องผ่านคุณสมบัติ การเล่าเรื่องผ่านบริบทของตราสินค้า และการเล่าเรื่องผ่านความหมายเชิงสัญลักษณ์ ส่งผลต่อความยั่งยืนของธุรกิจเพื่อสังคมอย่างมีนัยสำคัญทางสถิติที่ระดับ 0.01
3) การเล่าเรื่องเพื่อการสื่อสารการตลาดธุรกิจเพื่อสังคมสู่ความยั่งยืน คือ “T I – COMS ” ซึ่งมีรายละเอียดองค์ประกอบได้แก่ T-Truth คือ เล่าความจริง, I- Image คือ เล่ายกระดับภาพลักษณ์, I-Insight คือ ศึกษาข้อมูลเชิงลึกของลูกค้า, I-Impact คือเล่าถึงผลกระทบของสังคม,    C- Continuously คือ ขับเคลื่อนอย่างต่อเนื่องโดยใช้รูปแบบการเล่าเรื่อง 12 ด้าน , C- Channels  คือ หลากหลายช่องทาง, O-Objective คือ ชัดเจนในวัตถุประสงค์, M-Mascot คือ สัญลักษณ์นำโชค    S- Sincere คือ สร้างบรรยากาศจริงใจและอบอุ่น

คำสำคัญ: การสื่อสารการตลาด / การเล่าเรื่อง / ธุรกิจเพื่อสังคม / ความยั่งยืน

Dissertation Title   Storytelling for Marketing Communication of
  Social Enterprise toward Sustainability
Name   Boonyisa  Kaewprapark
Degree   Doctor of Communication Arts
Major Field   Marketing Communication
Dissertation Advisor Assistant Professor Anchalee Pichedpan, (Ph.D.)
Graduation Year 2024

Abstract

The objectives of this research are 1) to study the storytelling strategy of social enterprise. 2) to study marketing communication storytelling affecting the sustainability of social enterprise in Thailand, and 3) to develop and evaluate marketing communication storytelling of social enterprise towards sustainability. This study used mix method. The quantitative research approach by collecting data from 400 samples. The qualitative research approach by in-depth interview from 12 key informant from 12 companies that are social enterprises and data from the focus group discussion.
The research results indicated that 1) the storytelling strategy of social enterprise as a whole, was at a high level. Considering in each aspect by sorting by mean from descending as follows, brand benefit storytelling, followed by brand attribute storytelling, and brand feature storytelling, respectively. 2) The storytelling marketing consisted of brand attribute, brand context, and brand symbolic meaning influencing the sustainability of social enterprise at a statistically significant level of 0.01. 3) The marketing communication storytelling of social enterprise towards sustainability was determined using “TI - COMS” consisting of T-Truth is telling stories from the truth, I- Image is enhancing the image and good reputation, I-Insight  is studding customer insights, I-Impact is telling story impact society,  C- Continuously is creating a plan to drive the 12 storytelling formats continuously , C- Channels  is variety channels, O-Objective is storytelling must define its objectives and be clear, M-Mascot is using mascot, and S: Sincere is Storytelling must be sincere and warm.

Keywords: Marketing Communication / Storytelling / Social Enterprise / Sustainability

There has been substantial scientific debate about the impact of alcohol marketing on consumption. Relying mainly on econometric studies, the alcohol industry has traditionally maintained that alcohol marketing does not influence consumption, but is merely limited to brand level effects. Public health advocates, on the other hand, point to consumer-level research that shows a relationship between exposure to marketing and alcohol consumption, especially amongst the young. Recent longitudinal research has firmly established a causal relationship between alcohol marketing and alcohol consumption, giving the upper hand to the public health critics of alcohol marketing. The new consensus forged by these recent cohort studies has led to two separate, but related, debates. In the first instance, having answered the question of whether marketing influences drinking behaviour, there is a need to establish how and when such effects occur. Secondly, in the face of the mounting longitudinal evidence on the effects of marketing, representatives of the alcohol industry have sought to move the debate away from marketing by explicitly highlighting peer influence as a more significant causal factor in problematic youth alcohol consumption. This thesis tackles both of these new questions simultaneously by harnessing insights developed from social norms theory. An online survey (N = 1,071) was administered to undergraduates of the Dublin Institute of Technology in Ireland, and mediation relationships were tested with logistic and I am very grateful to my many friends for their companionship and support. One hesitates to mention specific individuals. However, special thanks are due to my friend of over 20 years, Tom O'Gorman, to whom this thesis is dedicated. Tom was the one friend with whom I discussed my progress on the thesis most. I'm not exactly sure why that was! After a day of writing in the library I would text him a record of the word count produced that day, and he always had some words of encouragement or congratulations, depending on that day's report. Tom died on the night of 11 January 2014. He is sadly missed and fondly remembered. Finally, many sincere thanks to my family -my mother Eileen, my late father John and my brother David for their support across many years. Special love and thanks to all my girls: Marian, Lucia and Gemma for all their hugs and constant sense of fun and laughter, and to my wife Rachel for her love.

was produced under the Health Programme (2008)(2009)(2010)(2011)(2012)(2013) in the framework of a contract with the Executive Agency for Health and Consumers (EAHC) acting on behalf of the European Commission. The content of this report represents the views of National Heart Forum (HAPI Consortium) and is its sole responsibility; it can in no way be taken to reflect the views of the European Commission and/or the EAHC or any other body of the European Union. The European Commission and/or the EAHC do not guarantee the accuracy of the data included in this report, nor do they accept responsibility for any use made by third parties thereof.

Third-party materials. If you wish to reuse material from this work that is attributed to a third party, such as tables, figures or images, it is your responsibility to determine whether permission is needed for that reuse and to obtain permission from the copyright holder. The risk of claims resulting from infringement of any third-party-owned component in the work rests solely with the user. The designations employed and the presentation of the material in this publication do not imply the expression of any opinion whatsoever on the part of WHO concerning the legal status of any country, territory, city or area or of its authorities, or concerning the delimitation of its frontiers or boundaries. Dotted and dashed lines on maps represent approximate border lines for which there may not yet be full agreement. The mention of specific companies or of certain manufacturers' products does not imply that they are endorsed or recommended by WHO in preference to others of a similar nature that are not mentioned. Errors and omissions excepted, the names of proprietary products are distinguished by initial capital letters. All reasonable precautions have been taken by WHO to verify the information contained in this publication. However, the published material is being distributed without warranty of any kind, either expressed or implied. The responsibility for the interpretation and use of the material lies with the reader. In no event shall WHO be liable for damages arising from its use.

This study examines the associations between alcohol marketing strategies, alcohol education including knowledge about dangers of alcohol and refusal of alcohol, and drinking prevalence, problem drinking, and drunkenness. Analyses are based on the Global School-Based Student Health Survey (GSHS) conducted in Zambia (2004) of students primarily 11 to 16 years of age (). Four statistical models were computed to test the associations between alcohol marketing and education and alcohol use, while controlling for possible confounding factors. Alcohol marketing, specifically through providing free alcohol through a company representative, was associated with drunkenness (AOR = 1.49; 95% CI: 1.09–2.02) and problem drinking (AOR = 1.41; 95% CI: 1.06–1.87) among youth after controlling for demographic characteristics, risky behaviors, and alcohol education. However, alcohol education was not associated with drunkenness or problem drinking. These findings underscore the importance of restrict...

Advertising of zero/no and low-strength (NoLo) alcohol brands is becoming increasingly common in Ireland, but empirical research to determine their impact is lacking. Although the Public Health (Alcohol) Act (2018) prohibits advertising alcohol on or within 200 m of buses, trains, schools and playgrounds, the alcohol industry advertises NoLo products in these spaces using similar iconography and brand identifiers of parent brands. This article highlights evidence regarding the industry's roles in the frequent promotion of NoLo brands in Ireland, recommending areas for future research. While NoLo products and advertisements are becoming common in Ireland, recently, the alcohol industry invested €30 million to double NoLo's production capacity. Given the available evidence elsewhere, we argue that doubling the production capacity serves the alcohol industry's interests, not public health interests, as it misleadingly claims because it will increase alcogenic environments and exposure to more marketing campaigns and normalise alcohol consumption. We urge the Minister of Health to take responsibility for effectively interpreting and implementing the Public Health Act to ban NoLo advertising in spaces where full-strength beverage advertisements are prohibited. We conclude by recommending key areas for urgent research focusing on, but not limited to, the perceptions and consumption of NoLo among different populations, including those who drink harmfully or are in recovery and the impact of marketing and availability of NoLo on alcohol initiation and consumption among young people. This will help generate robust evidence to inform the public, improve public health, and implement policies that curtail alcohol corporations' healthdamaging activities in Ireland.

Research on commercial determinants of health (CDoH) has burgeoned in the Global North. However, despite the heavy presence of harmful commodity industries in Africa, little scholarly attention has been paid to CDoH. Transnational alcohol corporations (TNACs) in Nigeria deploy well-articulated marketing strategies and practices that negatively impact health in their quest for profit maximisation, wealth extraction and influence. Nevertheless, their tactics and practices are largely unregulated and understudied. This commentary demonstrates how TNACs in Nigeria are a key perversive and harmful CDoH, highlighting the policy implications of their strategies and practices. Focusing on changing norms that constrain young people's drinking, TNACs promote hazardous drinking practices by using drinking games as a marketing strategy where the winners receive more alcohol and money as prizes. Alcohol corporations also encourage sexual risk-taking and associated harm by marketing alcoholic bitters as aphrodisiacs and sex enhancers. From 2014-2016, one TNAC organised the annual Nigerian Beer Symposium, spreading misleading information that beer consumption prevents cancer, reduces kidney stones, and improves women's skin beauty. Furthermore, through partnerships with the government, TNACs appear to use industry-led CSR initiatives to lobby officials, enhance corporate reputations, sustain pro-drinking framings, misinformation and selfregulation and silence discussions on alcohol policy implementation. While TNACs' products and practices negatively impact health/equities, decision-makers appear to enable their enormous power. The government should embrace evidence against TNACs as CDoH, implement policies to regulate them and collaborate with CSOs/advocates to hold them to account. Relatedly, the government should hold TNACs to account through international mechanisms because most of their practices violate laws in the Global North countries where they are headquartered.

Alcohol consumption and heavy drinking in young adults have been key concerns for public health. Alcohol marketing is an important factor in contributing to negative outcomes. The rapid growth in the use of new social networking technologies raises new issues regarding alcohol marketing, as well as potential impacts on alcohol cultures more generally. Young people, for example, routinely tell and re-tell drinking stories online, share images depicting drinking, and are exposed to often intensive and novel forms of alcohol marketing. In this paper we critically review the research literature on a) social networking technologies and alcohol marketing and b) online alcohol content on social networks, and then consider implications for public health knowledge and research. We conclude that social networking systems are positive and pleasurable for young people, but are likely to contribute to proalcohol environments and encourage drinking. However currently research is preliminary and descriptive, and we need innovative methods and detailed in-depth studies to gain greater understanding of young people's mediated drinking cultures and commercial alcohol promotion.

Alcohol marketing, as a commercial determinant of health, presents an emerging threat to global health and is of particular importance in low-resource settings. This study is composed of data from 'The Onward Project On Wellbeing and Adversity' (TOPOWA) project, a multicomponent prospective cohort study examining the mechanistic pathways of adverse mental health conditions among women aged 18 to 24 years living in the Kampala slums in Uganda. The cohort consists of 300 women recruited in 2023 from three study sites (i.e., Banda, Bwaise, and Makindye). In this study, we deployed an underutilized tool, daily diaries, for assessing the exposure to alcohol marketing and an alcoholpromoting environment among young women living in the urban slums of Kampala, Uganda to spur new research and action. At baseline, participants completed a 5-day daily diary and an interviewer-administered survey. Findings show that alcohol-related neighborhood features were most frequently reported, including bars (Mean = 3.88 days), people drinking alcohol (Mean = 3.75), alcohol selling points (Mean = 3.45) and alcohol ads on TV (Mean = 2.51). Women who were exposed to bars (PR = 1.31) and alcohol ads on billboards (PR = 1.14) in a day were more likely to report alcohol use. Similarly, those exposed to alcohol ads on billboards (PR = 1.76) and bars (PR = 2.02) every day were more likely to report alcohol use. Higher cumulative exposure to different alcohol-related features was associated with a greater likelihood of alcohol use, particularly in the group with the highest exposure level. These findings underscore a need to develop alcohol counter-marketing strategies and harm reduction approaches. Daily diaries proved to be a feasible strategy in capturing real-time exposure data, which could in turn support prevention measures and the evaluation of intervention strategies.

When your husband comes home in the evening in laughing, jovial mood and tells that he was out at Cubs Park and saw those same Cubs whale this or that team, did you ever attempt to picture in your own mind just what scenes he has witnessed? Well, don't try. Come out on Friday afternoon as the guest of the Cubs and see with your own eyes the scenes that have such a fascination for your husbands, your brothers, your sons, your sweethearts. With this newspaper advertisement, the Chicago Cubs invited women to the first Ladies' Day promotion of the season at Cubs Park on June 6, 1919. Neither Cubs management nor the thousands of female fans who joined in Ladies' Days that season could have imagined how the Cubs would build a female fan base in the 1920s and '30s. In 1916 the National League (NL) prevented Cubs owner Charles Weeghman from reintroducing Ladies' Days, a practice that he used to promote his Federal League Whales. Only in 1918, during the Great War, was the practice allowed, reversing the ban that had stood since 1909. The reintroduction of the Cubs' Ladies' Days parallels women's growing place in society. On June 10, 1919, Illinois became the first state to ratify the Nineteenth Amendment: prohibiting the states and federal government from denying the right to vote to citizens of the US on account of sex. 4 That very month, women were also enjoying a reinstatement of female baseball privilege-Ladies' Days were back at Cubs Park. From the early days of professional baseball, team executives offered free or discounted tickets to women in hopes of improving the behavior of male fans. 5 Owners did not take well-behaved fans for granted-into the postwar era and beyond. While the rough-and-tumble Al Capone era of Chicago history is notorious for gangland murders, lesser forms of aggression threatened Cubs Park (renamed Wrigley Field in 1926). The Cubs had their share of "cranks"the foulmouthed hecklers, gamblers, pop bottle throwers, and brawlers, but this behavior risked the support of the growing urban middle classes. As Stuart Shea notes in his history of Wrigley Field, professional baseball was "seen by many as the property of hard men, ruffian kids, bettors, and the working class. " 7 As the Cubs' owner, chewing gum magnate William J. Wrigley Jr. told the Saturday Evening Post in 1930, "When I entered upon my experience as a ball-club owner, back in 1916, the typical ball crowd was generally considered rather rough stuff. " But under the ownership reigns of William Wrigley (1918-32) and his son, Philip K. (P. K.) Wrigley (1932-77), the Cubs used Ladies' Days to build a more diverse fan base. The Wrigleys invested in making their ballpark cleaner, safer, and more comfortable to make the game experience more appealing to all fans. Women-some with their kids-would be attracted to the ballpark, and men would behave better in higher-caliber surroundings. The Cubs added women's restrooms to Wrigley Field in 1927-the first in a major league ballpark. In 1928 William Wrigley hired Andy Frain's men to work as ushers-the first uniformed ushers in baseball. They replaced the "volunteer" force that depended on bribe taking and auctioning off the best seats for income. The Sporting News noted that Frain's crew, "natty in their tailored-uniforms of purple with gold trimmings, " policed Wrigley Field "with the efficiency of regular army soldiers. " Wrigley told the Saturday Evening Post, "I spent $2,300,000 to make Wrigley Field clean, convenient, comfortable and attractive to the eye-a place in which any woman accustomed to refined surroundings would feel safe, comfortable and in a frame of mind to enjoy the game. " 12 Similarly, Cubs secretary Margaret Donahue added that, under the Wrigleys, the Cubs "were strong for the clean, well-kept grounds and stands, an idea many clubs have followed. " The Sporting News confirmed that "no woman ever leaves Wrigley Field with a soiled dress because of dirty seats or railings. The place is immaculate. " The Cubs' Ladies' Days suited a newfound female spirit of experimentation and independence. The ballpark allowed women "fresh air and new freedom, " as Jean Hastings Ardell describes. 14 Unlike some teams, the Cubs did not require a male escort for Ladies' Day fans-an aspect emphasized in Ladies' Day newspaper advertisements. The Cubs started running Ladies' Day display ads in 1922 showing chic women experiencing the "national game. " One style of advertisement from 1922 shows a female fan with a scorecard-this fan knows her baseball.

Global alcohol companies in Nigeria engage in multiple corporate social responsibility (CSR) initiatives. However, there is a paucity of studies examining how they frame public relations and other media messages promoting their CSR actions and the policy implications of such framing. Using framing theory/analysis, this article analyzed and synthesized the CSR initiatives of the global alcohol corporations in Nigeria, press releases collated from their websites about such CSR and media documents from what appears to be industry-funded journalism, highlighting their implications. Focusing on youth and women, global alcohol corporations in Nigeria strategically construct three interrelated frames: positive, success stories, and empowerment about their CSR initiatives. Although alcohol corporations' empowerment CSR projects focusing on women and youth appear philanthropic, the article argues that their aggressive marketing, which also primarily targets the same group, positions them as hypocritical. Relatedly, alcohol corporations explore their CSR, targeting the national women's football team for marketing purposes because they associate match victories with the consumption of their brands. While seeking credibility and public approval, alcohol corporations frame their CSR messages to align with internationally recognized legitimate agendas such as Sustainable Development Goals, and they also invite top government officials to launch and award prizes to winners. The article argues that inviting top government officials to play prominent roles in industry-led CSR initiatives constitutes seeking official endorsements, validation and credibility. Alcohol corporations have used such tactics to silence stringent policy discourses while maintaining self-regulation in a country with unregulated alcogenic environments, growing alcohol consumption and related health and socioeconomic burdens. The findings highlight the necessity to reconsider public-private partnerships between the government and harmful commodity industries because their CSR actions perform concealed company-serving functions, most of which harm public health.

For more than 20 years a plaque has stood at the corner of American and Poplar Streets in Philadelphia celebrating " America's First Lager", and claiming to mark the spot where, in 1840, an immigrant from Bavaria named John Wagner opened a brewery to make beer using bottom-fermenting yeast he had brought from his homeland. The story of John Wagner, lager brewing pioneer, has been repeated countless times. Unfortunately, there is no evidence that a brewer named John Wagner ever existed, nor that lager was first brewed in the United States in 1840. One of American beer drinkers' most-loved stories is a myth.

AimsThe aims were to: (1) identify, monitor and analyse the Corporate Social Responsibility (CSR) practices of the alcohol industry in Latin America and the Caribbean (LAC) and (2) examine whether the alcohol industry is using these actions to market their products and brands.MethodsNine health experts from Argentina, Brazil and Uruguay conducted a content analysis of 218 CSR activities using a standardized protocol. A content rating procedure was used to evaluate the marketing potential of CSR activities as well as their probable population reach and effectiveness. The LEAD procedure (longitudinal, expert and all data) was applied to verify the accuracy of industry‐reported descriptions.ResultsA total of 55.8% of the actions were found to have a marketing potential, based on evidence that they are likely to promote brands and products. Actions with marketing potential were more likely to reach a larger audience than actions classified with no marketing potential. Most actions did n...

Background: The amount a person drinks can be influenced by their perception of drinking by others. Aim: We studied whether perception of the amount of drinking by others (same age and sex) is associated with one's own current drinking, and the factors that are related to this perception. Methods: A random sample of drinkers (n = 404) from a census of 20-year-old Swiss men (n = 9686) estimated the percentage of others who drink more than they do. Using weekly alcohol consumption data of the census, we computed for each subject the percentage of individuals drinking more than they do. We compared the 'perceived' to the 'computed' percentage and classified the drinkers as overestimating or not drinking by others. We compared the alcohol consumption of those who overestimated drinking by others to those who did not, using analyses of variance/covariance. We used logistic regression models to evaluate the impact of age, education level, occupation, living environment and family history of alcohol problems on estimations of drinking by others. Results: Among the 404 drinkers, the mean (SD) number of drinks/week was 7.95 (9.79); 45.5% overestimated drinking by others, while 35.2% underestimated it and 19.3% made an accurate estimation. The likelihood of overestimating increased as individual alcohol use increased. Those overestimating consumed more alcohol than those who did not; the adjusted mean number of drinks/week (SE) 11.45 (1.12) versus 4.50 (1.08), P < 0.0001. Except for current drinking, no other variables were significantly associated with overestimating. Conclusion: This study confirms prior findings within selective student populations. It sets the stage for preventive actions, such as normative feedback based on social norms theory.

In this article, I describe the partial forward integration of turn-of-the-twentieth-century Boston breweries. I argue that both brewers and saloonkeepers used the fluid market in capital lending as a lever of power. An analysis of the minutes of three breweries and their loan records, covering more than ten years, reveals that saloonkeepers were often delinquent in repaying their annual loans and brewery owners only infrequently threatened to call the loans. Using the structure-conduct-performance paradigm, I suggest that the particular conditions in Boston (a limited number of saloon licenses and a geographical position that precluded long-distance shipping of beer) gave the saloonkeepers much greater leverage in the so-called “tied system.” Brewers used vertical restraints but, because of obligations to British owners, did not fully forward integrate by buying saloon property, as brewers did in the United Kingdom.

To delo je objavljeno pod licenco Creative Commons Priznanje avtorstva-Nekomercialno-Brez predelav 4.0 Mednarodna. / This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs 4.0 International License. Uporabnikom je dovoljeno reproduciranje brez predelave avtorskega dela, distribuiranje, dajanje v najem in priobčitev javnosti samega izvirnega avtorskega dela, in sicer pod pogojem, da navedejo avtorja in da ne gre za komercialno uporabo. Vsa gradiva tretjih oseb v tej knjigi so objavljena pod licenco Creative Commons, razen če to ni navedeno drugače. Če želite ponovno uporabiti gradivo tretjih oseb, ki ni zajeto v licenci Creative Commons, boste morali pridobiti dovoljenje neposredno od imetnika avtorskih pravic.

By Jack Frost A village, once, of low degree, A city's rival tried to be. 254 GREGG LEE CARTER This little village seemed accursed; Soon all her gaudy bubbles burst. She proved what me thought her before, A wind-bag burgh-and nothing more. Where this wretched village stood Now stands a sign of painted wood, On it these words: "Upon this spot Chicago stood, but now stands not; Her time soon came, she had to go; A victim, she, of too much blow."l July T HE HISTORY OF THE COMMUNITY IMAGE OF ST. LOUIS in the last half of the nineteenth century is the story of a city whose self-conception poorly resembled reality. St. Louis conceived herself as continuing to be the premiere trade center of the Mississippi Valley. Furthermore, the same characteristics that had made her the commercial capital of the Midwest were to shape St. Louis into the great city of the country before the twentieth century dawned. Prophetic faith in the destiny of the "Mound City" reached its climax in the writings of Logan Uriah Reavis between 1867 and 1881. Using specious arguments, Reavis reasoned that St. Louis's river and geographical location, climate, population, social institutions, business leadership, railways, and surrounding natural resources made her the logical economic capital of not only the United States but also of the world. 2

Nyaope is a unique South African street drug mixture thought to contain illicit drugs and other compounds and is usually inhaled after wrapping in the Cannabis leaf. Despite its illegalization in March 2014, abuse of Nyaope is on the increase. While highly addictive, withdrawal symptoms are very severe, unbearable and drive the user to desperately seek for the next fix. Due to the lack of knowledge in its composition and how the constituents interact with each other, treatment for withdrawal symptoms and rehabilitation has been a challenge. A mini-literature review was done to explore how the major constituents of Nyaope relate to each other in their actions and in their path of breaking down (metabolism). The literature suggests that the inside opiate group, in between opiates and benzodiazepines, in between opiates and cannabis group, in between benzodiazepines and phenobarbitals, and also amongst the minor constituents, there are extensively shared the metabolic pathways which le...

Objective: The aim of this study was to assess the effectiveness of the 2015 law restricting alcohol marketing on social media in Finland. Method: The study compared posts that market alcohol on Finnish and Swedish social media in terms of number, content, and user engagement during the month of January in three separate years: 1 year before, 1 year after, and 2 years after the 2015 Alcohol Act came into effect in Finland. The data consisted of all posts (Finland, N = 1,536; Sweden, N = 1,204) published during the selected months by alcohol brands that had active national social media accounts at the time of data collection. The coding protocol included numbers of posts and measures of consumer engagement, as well as content restricted by the law. Results: Social media posting increased between the 2014 and 2016 samples in both countries. In Finland, the number of posts decreased in 2017. The proportion of posts with content restricted by the 2015 law increased in both countries between the 2014 and 2016 samples. However, in Finland, the amount of restricted content decreased in the 2017 sample, whereas in Sweden it increased, Pearson χ 2 (1) = 29.273, p < .001. The level of user engagement increased in both countries between the 2014 and 2017 samples. Conclusions: The social media regulation in the Finnish 2015 amendment has had an impact on alcohol brands' social media content, but it has not affected marketers' ability to increase consumer engagement. (J. Stud. Alcohol Drugs, 81, 000-000, 2020) Katainen (Jan 2020) 3 SOCIAL NETWORKING SITES (SNS) have become important forums for alcohol marketing, especially in terms of reaching young consumers (Lobstein et al., 2017; McCreanor et al., 2013; Moraes et al., 2014). For alcohol marketers, SNS provide the means to increase brand visibility, enhance interaction with potential customers, and make alcoholic brands a part of everyday social interaction (Nicholls, 2012). Previous studies have shown that most global alcohol brands are actively present on SNS and invest substantially in marketing on these platforms (Alhabash et al., 2015). Moreover, minors are able to access this content, especially on YouTube and Twitter (Barry et al., 2015, 2016; Winpenny et al., 2014), and current regulatory mechanisms are insufficient to protect them (Jernigan & Rushman, 2014). Finland was the first country in the world to incorporate social media-specific regulation into its Alcohol Act. The amendment came into effect in 2015 and aims to limit the use of SNS for alcohol marketing purposes in order to protect minors and prevent adolescent alcohol use. Advertising on social media comprises a range of strategies that aim to increase brandrelated interaction with consumers (Ashley & Tuten, 2015). Brand-related accounts are used for commercial communication and to build communities around brands and products (Habibi et al., 2014). Content can be either "organic" (reaching mainly account followers) or "sponsored," whereby the social media service provider is paid to increase the visibility of the content, which then appears on users' feeds according to selected targeting criteria, such as age, place of residence, gender, or interests (Carah et al., 2018). SNS enables users to engage with the content by liking, commenting, or sharing it. Through these reactions, users are involved in the distribution of marketing messages (Freeman et al., 2014). A key feature of social media is to provide a platform for storytelling and self-presentation (Kaplan & Haenlein, 2010). Alcohol brands can be used as components in the construction of a self-image on SNS (Atkinson et al., Katainen (Jan 2020) 4 2017), enabling consumers themselves to efficiently act as brand promotors (Carah, 2016; Griffiths & Casswell, 2010; van Dijck, 2013). Communication scholars have discussed whether, in this sense, interaction between consumers and brands can be viewed as exploitation when it serves commercial objectives (Fisher, 2015). Moreover, social media marketing blurs the boundaries between advertising and user-generated content, making it difficult for users to identify communications intended for commercial purposes (Nichols, 2012). These ethically problematic aspects of social media marketing were focal in the drafting of the 2015 amendment (Montonen & Tuominen, 2016). The 2015 amendment restricts the use of SNS in alcohol marketing in three ways (see Montonen & Tuominen, 2016). First, it bans the use of games, lotteries, and competitions; and second, it prohibits using user-generated content in alcohol marketing. This means that alcohol marketers must not share users' visual and textual content, such as their uploaded pictures of drinking occasions, on their accounts or in their communication. Third, distributing alcohol marketing content that is intended to be shared by consumers is also prohibited. The wording of the law could be interpreted as a total ban on all alcohol marketing on social media, as, ultimately, all marketing content on social media is "intended to be shared." The goal of social media marketing is to gain visibility and enable interaction through content sharing and other user reactions (Brodmerkel & Carah, 2013). However, the government proposal explicitly states that the Finnish amendment is not intended to prohibit all alcohol-related commercial communication on social media. Instead, it aims to limit the use of social media marketing tools while enabling adults to obtain information on alcoholic beverages (Oikeusministeriö, 2013). The 2015 amendment is internationally significant, as its impact on alcohol marketing provides essential information on the possibilities for regulating social media marketing in

Background-Supersized alcopops are flavored alcoholic beverages that contain up to 5.5 standard alcoholic drinks in a single can. Limited research suggests Four Loko-the most commonly consumed supersized alcopop by underage drinkers-is among the least expensive ready-to-drink alcohol products on the U.S. market. This is a public health concern because alcohol prices are inversely associated with consumption and related harms, particularly among youth. This study investigated Four Loko's retail price per volume of alcohol in large U.S. cities. Methods-This study used multi-stage random sampling to collect data in the largest city of each state and Washington, D.C. A simple random sample of five ZIP codes from each city was selected and entered into Four Loko's website product locator. Within ZIP codes, up to four stores were randomly selected and contacted by telephone. Retailers were interviewed about Four Loko in regard to: availability, volume, alcohol-by-volume, price for one can, and discounts for purchasing more than one can. Results-The sample included 344 retail stores with Four Loko in stock. Average price per standard alcoholic drink (i.e., 14g of absolute alcohol) was $0.54 for Four Loko products. Taking into account volume, price, and discounts, an average of 17 standard alcoholic drinks could be purchased via Four Loko with $10. Adjusted analysis using linear regression showed that availability of bulk price discounts and higher alcohol-by-volume (14% versus 12%) were associated with lower price per drink.

Background The rapid growth of social networking sites and video sharing platforms has created an opportunity for the alcohol industry to employ advanced advertising and marketing approaches to target their audiences, increasingly blurring the lines between commercial marketing and user-generated content, which poses a challenge for effective regulation. Methods We conducted a systematic search through three peer-reviewed journal databases (WoS, PubMed, Scopus). Studies were included if published in English, after 2004, and assessed statutory regulation or voluntary industry codes, enacted by an EU or nation’s governmental agency or private entity, and with the intent to restrict digital alcohol advertising. In addition, we conducted a manual search of gray literature. Results A total of 4690 records were identified. After duplicate removal and full-text assessment, 14 articles were examined. Our findings indicate that children and adolescents may often be exposed to alcohol adverti...

Background-Supersized alcopops are flavored alcoholic beverages that contain up to 5.5 standard alcoholic drinks in a single can. Limited research suggests Four Loko-the most commonly consumed supersized alcopop by underage drinkers-is among the least expensive ready-to-drink alcohol products on the U.S. market. This is a public health concern because alcohol prices are inversely associated with consumption and related harms, particularly among youth. This study investigated Four Loko's retail price per volume of alcohol in large U.S. cities. Methods-This study used multi-stage random sampling to collect data in the largest city of each state and Washington, D.C. A simple random sample of five ZIP codes from each city was selected and entered into Four Loko's website product locator. Within ZIP codes, up to four stores were randomly selected and contacted by telephone. Retailers were interviewed about Four Loko in regard to: availability, volume, alcohol-by-volume, price for one can, and discounts for purchasing more than one can. Results-The sample included 344 retail stores with Four Loko in stock. Average price per standard alcoholic drink (i.e., 14g of absolute alcohol) was $0.54 for Four Loko products. Taking into account volume, price, and discounts, an average of 17 standard alcoholic drinks could be purchased via Four Loko with $10. Adjusted analysis using linear regression showed that availability of bulk price discounts and higher alcohol-by-volume (14% versus 12%) were associated with lower price per drink.

ObjectivesTo examine the lifetime, 5-year and past-year prevalence of homelessness among European citizens in eight European nations.DesignA nationally representative telephone survey using trained bilingual interviewers and computer-assisted telephone interview software.SettingThe study was conducted in France, Ireland, Italy, the Netherlands, Poland, Portugal, Spain and Sweden.ParticipantsEuropean adult citizens, selected from opt-in panels from March to December 2017. Total desired sample size was 5600, with 700 per country. Expected response rates of approximately 30% led to initial sample sizes of 2500 per country.Main outcome measuresHistory of homelessness was assessed for lifetime, past 5 years and past year. Sociodemographic data were collected to assess correlates of homelessness prevalence using generalised linear models for clustered and weighted samples.ResultsResponse rates ranged from 30.4% to 33.5% (n=5631). Homelessness prevalence was 4.96% for lifetime (95% CI 4.39...

Declining drinking among youth in many high-income countries has attracted scholarly attention and debates. Still, researchers are yet to globalize such research or examine its public health implications for low-resource settings. This commentary has two interrelated purposes. First, using evidence from Nigeria, it highlights how declining youth drinking in high-income countries may impact public health in low-income countries. Second, it highlights the necessity for research to examine youth drinking behaviours simultaneously worldwide. The declining drinking trends among young people in high-income countries have occurred simultaneously with global alcohol corporations being more aggressive in low-income countries like Nigeria. Relatedly, alcohol corporations may employ evidence regarding declines in drinking to argue against implementing stringent policies or other effective interventions in Nigeria (and other low-income settings), claiming their apparent success in the falling drinking trends in highincome settings. The article argues that research on the drinking decline among young people should be globalized because without commensurate attempts to examine their drinking behaviours/trends worldwide simultaneously, public and/or global health may be harmed for the reasons explored in this commentary.

Background The rapid growth of social networking sites and video sharing platforms has created an opportunity for the alcohol industry to employ advanced advertising and marketing approaches to target their audiences, increasingly blurring the lines between commercial marketing and user-generated content, which poses a challenge for effective regulation. Methods We conducted a systematic search through three peer-reviewed journal databases (WoS, PubMed, Scopus). Studies were included if published in English, after 2004, and assessed statutory regulation or voluntary industry codes, enacted by an EU or nation’s governmental agency or private entity, and with the intent to restrict digital alcohol advertising. In addition, we conducted a manual search of gray literature. Results A total of 4690 records were identified. After duplicate removal and full-text assessment, 14 articles were examined. Our findings indicate that children and adolescents may often be exposed to alcohol adverti...

IntroductionAlcohol consumption is a considerable public health problem that is especially harmful to young people. To develop effective prevention programmes targeted at adolescents, it is important to understand the social mechanisms triggering alcohol consumption. Among such mechanisms, peer influence plays an important role. The effects of peer influence are very difficult to evaluate because of the entanglement with social selection, that is, a tendency of people to befriend others with similar behaviour. The recently developed stochastic actor-oriented models (SAOM) approach is designed to disentangle social influence from social selection. The aim of this study is to conduct a systematic review and meta-analysis of studies employing SAOM methodology to evaluate the effects of social influence on adolescent drinking behaviour.Methods and analysisIn order to analyse the co-evolution of alcohol consumption and adolescent friendship networks, we will collect articles that use SAO...

Med pandemijo covida-19 so ljudje soočeni z veliko količino (ne)preverjenih informacij, pri čemer se različni komunikacijski kanali med seboj razlikujejo tudi po tem, da lahko nekateri širijo lažne informacije in teorije zarot. Med posamezniki pa se razlikuje tudi stopnja dovzetnosti za teorije zarot. Ker lahko tako nagnjenost k teorijam zarot kot izbor virov informacij vodita v (ne)upoštevanje (javno) zdravstvenih priporočil in spodkopavanje znanstvenih dognanj, je raziskovanje navedenih področij šetoliko pomembnejše za čim učinkovitejše naslavljanje infodemije v celostnih prizadevanjih za zajezitev pandemije. V naši raziskavi nakazana negativna povezanost med pogostostjo uporabe uradnih zdravstvenih in vladnih institucij kot virov informacij o covidu-19 ter nagnjenostjo k teorijam zarot, negativna povezanost med pogostostjo uporabe tradicionalnih medijev in nagnjenostjo k teorijam zarot ter neznatna pozitivna povezanost med pogostostjo uporabe družbenih omrežij in nagnjenostjo k t...

The recent debate on alcohol tax reform and recommendations from the Henry Tax Review in Australia have highlighted the need for quantifying externalities of excessive alcohol consumption by beverage types. This paper presents micro-level information from the Australian National Drug Strategy Household Surveys to examine the association between risky drinking behaviour, drinker characteristics, health and labour market status, and types of alcohol beverages consumed. Drinkers of regular strength beer (RSB) and ready-to-drink spirits in a can (RTDC) have the highest incidences of heavy bingeing, whilst low alcohol beer, fortified wine or bottled wine drinkers are least likely. Bottled spirits (BS), RSB and RTDC are most likely to be linked to risky behaviour such as property damage and physical abuse under alcohol influence. All three spirit products are overwhelmingly the favourable drinks for the underage and young drinkers. Risky drinking behaviour is found not to be associated with the alcohol strength of the products.

Izvleček: V besedilu piševa o dinamikah sprememb in prepustnosti meja v obdobju prvega zaprtja med marcem in majem 2020 na Hrvaškem in v Srbiji. V obravnavanem obdobju se je procese omejevanja, ki so jih države uveljavljale za nadzor nad gibanjem in omejevanjem stikov v javnih politikah in diskurzih, začelo razumeti kot nujne ukrepe za preprečevanje širjenja okužbe. Namen besedila je pokazati, kako lahko procesi omejevanja ustvarjajo nova družbena in politična razmerja in fizične realnosti.

We propose that branded and non-branded product placements in movies are interpreted differently and that a movie with unbranded alcohol portrayals influences audiences&#39; alcohol-related beliefs and choices indirectly, through the process of narrative transportation, whereas a movie with branded alcohol placements impacts audiences&#39; alcohol beliefs and choices via a more basic social-cognitive process of influence. Ordinary moviegoers (N = 758) attended a showing of The Snows of Kilimanjaro (2011) in a popular theatre in Tacna, Peru. Subjects were randomly assigned to watch the original movie, with branded alcohol portrayals, or a brand-free, control version. Reactions to the movie and alcohol-related beliefs were collected in a survey immediately after the film exposure and real beverage choices were measured. The findings reveal that exposure to unbranded positive portrayals of alcohol produces story-consistent beliefs and alcohol choices through the process of narrative tr...

In the years between the Civil War and National Prohibition, Ohio brewed more beer than almost any other state. In 1880 it ranked third, behind only New York and Pennsylvania. Although by 1915 it had fallen to fifth place, it still brewed more beer than Anheuser-Busch's home state of Missouri. But while Ohio's breweries flourished, temperance and saloon cultures clashed in the Buckeye State, a result of a volatile mixture of "Yankee" and immigrant ethnicities. For instance, in 1872 when Cleveland authorities tried to impose Sunday closing of all businesses that sold alcohol, "the flag was hauled down to half-mast and wrapped in mourning" at Lied's Garden, a favorite drinking place for German Americans.1 Historians have shown how Ohio played an important role in the temperance agitation from the 1870s to the 1930s. In 1874, Ohio villages and small towns constituted the stronghold of the women's temperance crusade. Cleveland was the site of the national convention that organized the Woman's Christian Temperance Union in 1874. The headquarters of the Anti-Saloon League of America was located at Westerville, near Columbus, and Akron was the birthplace of Alcoholics Anonymous. In the mid-1980s academic historians published several well-known books that describe and analyze

Nigeria ranks first for per capita consumption and heavy episodic drinking prevalence in Africa. Yet, there are no alcohol policies, standard drinks measurements, or low-risk drinking guidelines in the country. We explored the awareness and understanding/interpretations of the alcohol industry-sponsored ‘‘drink responsibly’’ message (DRM) among Nigerian youths. Data were elicited through semi-structured interviews and focus groups, and we also observed product labels and industry websites. Undergraduate participants were aware of the DRM, but some out-of-school participants with low-level education did not know it existed. This is likely because the DRM is promoted in the English language without any indigenous language alternatives. It is embedded in conventional advertisements that glamorize drinking without stand-alone public health messages encouraging low-risk drinking behaviours. Participants shared divergent but subjective interpretations of the DRM, but none associated it wi...

As a follow-up to the Monitoring Alcohol Marketing and Promotion in Africa (MAMPA) project conducted in Nigeria and three other countries in Africa, a survey of Nigerian students was conducted to assess their perceptions of alcohol promotion and policy in the country. Nearly five hundred students drawn from five faculties in the University of Uyo, Nigeria completed a perception of alcohol policy survey, in which they indicated their levels of agreement with statements on alcohol policy. The sample consisted of 265 (53.9%) male and 227(46.1%) female students; with age range of 16-37 years (mean of 24.8 years). Findings revealed that respondents were in support of policy options that sought to reduce availability of alcohol (in terms of access and cost). They also agreed with statements on alcohol as the cause of health and social problems; supported strong laws against drunk-driving; and agreed with the statement that the industry flouts self-imposed code on alcohol advertising. Chi-square analyses of data however confirmed the hypothesis that drinkers will significantly differ from non-drinkers in their perception of alcohol policy in Nigeria. The implications of these findings were discussed in the context of the development of effective alcohol control policy in Nigeria and other low and middle-income countries.

Knowledge of students’ alcohol consumption is limited by differences in definitions and a reliance on students’ standard drink calculations. This paper examines the extent of students’ consumption across different measures. Additionally, students’ attitudes towards acceptable consumption are examined to inform public policy and social marketing. Data are presented from 167 and 102 students at two time points 6 months apart, collected using a seven-day reflective web-based diary. Students’ reports of what they drank and how much they consumed were used to estimate standard drink consumption. Findings revealed that students drank excessively: the average largest consumption in one day was 14.27 and 11.21 standard drinks for males and females, respectively, at time-point one. Drinking patterns were consistent over time, although moderate drinkers increased their consumption. As students perceived binge drinking as acceptable, we outline a norms-based intervention that could modify thei...

The purposes of this study were to develop a Virtual Teamwork System for enhancing teamwork abilities, to evaluate students’ projects, to determine students’ teamwork abilities, and to determine the users’ satisfactions toward the Virtual Teamwork System. The system was developed by using the five steps of the System Development Life Cycle (SDLC) methodologies including planning, analyzing, designing, developing, and implementing. It was validated by using the White-box and Black-box testing methods. The sample group was consisted of 45 students who registered in the course of System Analysis and Design, Faculty of Social Technology, Rajamangala University of Technology Tawan-Ok : Chantaburi Campus, in the second semester of academic year 2012. They were selected by cluster sampling method. Data were analyzed by using mean, standard deviation, a t-test statistic, and content analysis. Results of the study showed that the developed system was composed of four components that comprise...

The aim of this study was to examine the pattern of substance use among university students in South Africa. A cross-sectional study of randomly selected 416 students was conducted. Data were analysed using descriptive statistics and binary logistic regression. The result of the study indicated that current alcohol use was reported by 67.5%, Cigarette, 21.4%, cannabis, 17.3% and glue 2.9%. Alcohol consumption was associated with sex, age, religious affiliation, home language, family influence, and substance experimentation. Sex and substance experimentation were predictors of cigarette smoking. Cannabis use was associated with respondent’s sociocultural group and family influence. There is need to strengthen the family structure of homes as present substance use is rooted in family influences. Educational programmes that emphasise the dangers of experimenting with substance to young people may have great potential in minimizing substance use. Keywords: pattern, psychoactive, substan...

Med pandemijo koronavirusa (2020–2022) je bilo trženje alkohola zelo učinkovito in to navkljub zdravstvenim opozorilom, protialkoholni zakonodaji in samoregulacijam, saj je alkoholna industrija uporabljala različne gverilske taktike, da bi obdržala obstoječe pivce in pritegnila nove. Zaradi celovitega razumevanja kulturnega vedenja, navad in ritualov pivcev je trženje alkohola pritegnilo tako široko kot ciljno občinstvo. Kljub globalnim zaprtjem se je zaslužek alkoholne industrije povečal zaradi razširjene ponudbe, digitalnih storitev in veččutnega nakupovanja. V času pandemije so velika podjetja v alkoholni industriji imela ogromne finančne dobičke. V prispevku so predstavljeni načini tarčnega marketinga alkoholne industrije v času pandemije in novosti na področju digitalnega pitja, in sicer: spletna prodaja alkohola, spletne degustacije vin, vino v pločevinkah, pivske virtualne igre, šale in memi na družbenih omrežjih, miti o alkoholu in covidu-19, ranljive skupine in potrošnja alkohola, alkoholne spodbude za cepljene, alkohol in izguba vonja ter okusa. Glede na ekspanzijo novih načinov privabljanja pivcev, ki so nastali v času pandemije, lahko pričakujemo, da se bo ta trend krepil tudi v prihodnje.

Introduction and Aims. Premenopausal women's opinions on the safety of alcohol consumption during pregnancy are not well documented. This study aims to assess the opinions of New Zealand women on the safety of alcohol consumption in pregnancy and the sociodemographic and lifestyle factors associated with these opinions. Design and Methods. A nationwide, cross-sectional survey was conducted in 2005 on a random sample of 1109 non-pregnant women aged 16-40 years. Data were collected via an interviewer-administered questionnaire using a web-assisted telephone interviewing system. Results. Overall, 44% (95% confidence interval 41-47) of women surveyed were of the opinion that no alcohol is safe in pregnancy. Those who stated that no alcohol is safe in pregnancy were more likely to be of Pacific Island ethnicity (P < 0.05) and abstainers (P < 0.001).Women who drank more than two standard drinks of alcohol on a typical occasion and/or who binged were more likely to be of the opinion that 'more than one standard drink' of alcohol is safe on a typical drinking day during pregnancy (P < 0.001). Discussion and Conclusions. The association of drinking style with opinions about the safety of alcohol consumption in pregnancy accentuates the need for public health education to reduce risky drinking behaviours in this population. Such efforts may also address the risk associated with many women unintentionally drinking in early pregnancy, especially if the pregnancy is unplanned. [Parackal SM, Parackal MK, Harraway JA, Ferguson EL. Opinions of non-pregnant New Zealand women aged 16-40 years about the safety of alcohol consumption during pregnancy.

IAS is an independent institute bringing together evidence, policy and practice from home and abroad to promote an informed debate on alcohol's impact on society. Our purpose is to advance the use of the best available evidence in public policy decisions on alcohol.

The human and economic cost of alcohol misuse in the UK is high. Alcohol advertising has been criticised because of its presumed impact on alcohol consumption. This two-part investigation considers possible reasons for alcohol consumption in the UK. In the first section, the authors examine the hypotheses that advertising increases market size and that alcohol advertising drives overall consumption. In the second section, the authors identify and quantify the key correlates of alcohol consumption in the UK. They consider the claim that alcohol advertising is directed at driving consumption among younger drinkers by utilising the AlcoVision survey and building separate econometric models for young people aged 1824 and those over 25. For both age groups, economic confidence and seasonality are identified as key correlates of consumption. Other correlates are dependent on age. Consumption among the 1824 age group is correlated with on-trade promotions and the increasing trend for in-home drinking. Consumption among people over 25 is related to pricing issues, from both competing categories and the relative price of alcohol. No statistical relationship between alcohol advertising and consumption was found for either age group.