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.
CITATION STYLE
Hackley, C., Bengry-Howell, A., Griffin, C., Szmigin, I., Mistral, W., & Hackley, R. A. (2015). Transgressive drinking practices and the subversion of proscriptive alcohol policy messages. Journal of Business Research, 68(10), 2125–2131. https://doi.org/10.1016/j.jbusres.2015.03.011
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