Alkoholindustriens disciplinering af nydelse. Forebyggelseskampanger til unge i Danmark
Engelsk titel: The alcohol industry's way to discipline pleasure. Prevention campaigns aimed at Danish youth
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Författare:
Demant, Jakob
;
Houborg, Esben
Email: jd@crf.au.dk
Språk: Dan
Antal referenser: 44
Dokumenttyp:
Artikel
UI-nummer: 11123059
Sammanfattning
Aims – To analyze how two youth alcohol prevention campaigns funded by the Danish alcohol industry
articulate the relationship between alcohol, intoxication and pleasure. Design – The two campaigns are
first analyzed by applying an analytical model developed by Karlsson and Bergmark (2009) to analyze
drug prevention campaigns in Sweden. After this a more detailed analysis of how the two campaigns
articulate pleasure is done. Results – Both campaigns recognize recreational motives for consuming
alcohol. In both campaigns pleasure is central to the regulation of alcohol consumption among young
people. Both campaigns aim to associate alcohol consumption with a disciplined pleasure that does not
involve intoxication. In this way alcohol policy becomes a politics of pleasure. Conclusion – Alcohol
prevention that aims to moderate alcohol consumption among young people by associating alcohol
consumption with disciplined pleasure can be seen as a corporate social responsibility strategy by the
alcohol industry. These strategies become relevant to include in order to understand prevention efforts
within the national state.