Advanced Search

Journal Navigation

Journal Home

Subscriptions

Archive

Contact Us

Table of Contents

The Diabetes Educator

Journal of Health Psychology
This Article
Right arrow Full Text (PDF)
Right arrow References
Right arrow Alert me when this article is cited
Right arrow Alert me if a correction is posted
Right arrow Citation Map
Services
Right arrow Email this article to a friend
Right arrow Similar articles in this journal
Right arrow Similar articles in ISI Web of Science
Right arrow Similar articles in PubMed
Right arrow Alert me to new issues of the journal
Right arrow Add to Saved Citations
Right arrow Download to citation manager
Right arrowRequest Permissions
Right arrow Request Reprints
Right arrow Add to My Marked Citations
Citing Articles
Right arrow Citing Articles via ISI Web of Science (3)
Right arrow Citing Articles via Google Scholar
Right arrow Citing Articles via Scopus
Google Scholar
Right arrow Articles by Cherrington, J.
Right arrow Articles by Grixti, J.
Right arrow Search for Related Content
PubMed
Right arrow PubMed Citation
Right arrow Articles by Cherrington, J.
Right arrow Articles by Grixti, J.
Social Bookmarking
Add to CiteULike   Add to Connotea   Add to Del.icio.us   Add to Digg   Add to Reddit   Add to Technorati  
What's this?

Relocating Alcohol Advertising Research

Examining Socially Mediated Relationships with Alcohol

Jane Cherrington

Kerry Chamberlain

Joe Grixti

Massey University, New Zealand

This article reviews, critiques and politicises the positivist approaches that presently dominate alcohol advertising health research, and considers the benefits of a culturalist alternative. Positivist research in this area is identified as: (1) atheoretical and methods-driven; (2) restricted in focus, leaving critical issues unconsidered; and (3) inappropriately conceptualizing the ‘normal’ drinking person as rational and safe. The culturist alternative proposed is argued to present a more adequate framework, which can include and address problematic issues that are presently excluded, including: the pleasures associated with alcohol use, the involvements of ‘normal’ people in problem drinking, the inadequacy of present risk categories and the complexities of wider mediatory processes about alcohol in society. We argue for the adoption of more informed, culturalist approaches to alcohol advertising research.

Key Words: advertising • alcohol • health promotion • media

Journal of Health Psychology, Vol. 11, No. 2, 209-222 (2006)
DOI: 10.1177/1359105306061182
Add to CiteULike CiteULike   Add to Connotea Connotea   Add to Del.icio.us Del.icio.us   Add to Digg Digg   Add to Reddit Reddit   Add to Technorati Technorati    What's this?