Transgressive drinking practices and the subversion of proscriptive alcohol policy messages

Chris Hackley, Andrew Bengry-Howell, Christine Griffin, Isabelle Szmigin, Willm Mistral, Rungpaka Amy Hackley

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This research makes a new contribution to alcohol policy practice and theory by demonstrating that transgression of officially sanctioned norms and values is a key component of the sub- and counter cultural drinking practices of some groups of young consumers. Therefore, policy messages that proscribe these drinking practices with moral force are likely to be subverted and rendered counter-productive. The qualitative analysis draws on critical geography and literary theories of the carnivalesque to delineate three categories of transgression: transgressions of space and place, transgressions of the body, and transgressions of the social order. Implications for alcohol policy are discussed.

Original languageEnglish
Pages (from-to)2125-2131
Number of pages7
JournalJournal of Business Research
Issue number10
Early online date18 Mar 2015
Publication statusPublished - Oct 2015


  • Alcohol
  • Binge drinking
  • Counter-culture
  • Policy
  • Young people


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