Young adults and ‘binge’ drinking: A Bakhtinian analysis. / Hackley, Chris; Bengry-Howell, Andrew ; Griffin , Christine ; Mistral, Wilm; Szmigin, Isabelle; Hackley née Tiwsakul, Rungpaka Amy.

In: Journal of Marketing Management, Vol. 29, No. 7-8, 2013, p. 933-949.

Research output: Contribution to journalArticlepeer-review




  • Chris Hackley
  • Andrew Bengry-Howell
  • Christine Griffin
  • Wilm Mistral
  • Isabelle Szmigin
  • Rungpaka Amy Hackley née Tiwsakul


In this paper we use Bakhtin’s theory of carnival in a literary analysis of young peoples’ 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 peoples’ 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.
Original languageEnglish
Pages (from-to)933-949
Number of pages17
JournalJournal of Marketing Management
Issue number7-8
Early online date15 Nov 2012
Publication statusPublished - 2013
This open access research output is licenced under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License.

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