Social Aspects of Getting Drunk

Fry, M. L. (2011). Seeking the pleasure zone: Understanding young adult’s intoxication culture. Australasian                 Marketing Journal (AMJ), 19 (1), 65-70.

            The research focused on the the culture surrounding drinking.  It used interviews to quantify how often young people went drinking, and what the nature of the outing was, between going to get drunk and have a leisurely drink with friends.  The results of the study found that most young people went out to get drunk about two or three times a week, and it was almost always immediately preceded with alcohol consumption.  The research implicates that the culture around drinking is growing more reckless, and peer pressure is increasing.  

            These results are not extremely alarming, as I can see the culture of drinking in full force at college.  It is a bit unsettling to know that the trend of young people drinking recklessly is only getting stronger.  However, the trend has been growing for several decades, and the ultimate goal would be to find a way to make alcohol consumption as safe as possible, as there is almost no way to stop it.

            This research methodology was good, but it was a bit flawed.  The researched asked young people about their drinking habits, taking their word as the input.  While this is a most feasible solution, it would be better to have somebody objectively observe them, getting exact numbers on the amount of alcohol intake as opposed to rough estimates.  

            This is an extremely significant issue among young people, especially college students, because the drinking culture is so strong and well established.  It is very important to at least have the information available to young people.  Although it will be nearly impossible to stifle the drinking culture, the only viable route is to educate young people over the potential consequences.

            This article presented information in a way that didn't show any disrespect toward those who drink.  This is useful in knowing who the audience is.  If the article seems to be preaching to the audience, there will be very little connection between the two.  But by respectful information, this article can hold a readers attention long enough to inform them of important information.