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- Title
Le lien communautaire, le grand oublié des campagnes de prévention contre la pratique du Binge-Drinking chez les jeunes adultes.
- Authors
Cuffolo, Raphaël; Brée, Joël
- Abstract
If they are aware of the dangers of Binge-Drinking and recognize the relevance of prevention campaigns, young people do not accept those that are intended for them. Using an interpretative approach (interviews and participating observations), we show that there is a strong opposition between what constitutes festive overconsumption of alcohol for this population and the rhetoric in prevention messages: on the one hand, we have a set of ritualized behaviors - including protective logics - of which the purpose is to strengthen community linkages; on the other hand, there is a staging of dangers arising from individual and even individualistic actions, the outcome of which is often the annihilation of the community. To hope to make things change, social marketing must integrate into its preventive discourse this community reality specific to Binge-Drinking so as not to embarrass them.
- Publication
Décisions Marketing, 2018, Issue 89, p29
- ISSN
0779-7389
- Publication type
Article
- DOI
10.7193/DM.089.29.46