Digital alcohol marketing and gender: A narrative synthesis.
Antonia C LyonsKate KerseyCarol EmslieElena Dimcheva DimovaAnnamae BurrowsPublished in: Drug and alcohol review (2024)
Alcohol marketing on social media is highly gendered and is designed to embed itself into everyday life in agile ways that reinforce traditional and evolving gendered stereotypes, activities, lifestyles and roles. Gendered engagement strategies are widely used to link alcohol to everyday gendered activities and identities to encourage alcohol purchase and consumption. This marketing normalises alcohol consumption and reproduces harmful gender norms and stereotypes.