Shots,+shots,+shots+-+Generation+Y+and+binge+drinking

Name: Ben Dickson Student number: n8289867 Tutor: Michelle Newcomb


 * __Artefact__**

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This song is titled ‘Shots’ and was produced by the group ‘LMFAO’. It was released in late 2009 and features vocals from well-known rapper Lil’ Jon. The film clip depicts LMFAO and Lil’ Jon pouring shots while at a pool party. A shot, or shooter is an alcoholic drink, containing between 25ml and 100ml of alcohol. They are extremely potent drinks, which are served in shot glasses and consumed with one tip of the glass.


 * __Public Health Issue__**

This artefact demonstrates how prevalent binge drinking is in society and how the epidemic is fuelled by generation Y. Binge drinking, or deliberate drinking to intoxication is most common among young people (Minesterial Council on Drug Safety, 2001), and is associated with an increased risk of chronic disease, injury and premature mortality (Australian Bureau of Statistics, 2003). Since lowering the drinking age from 21 to 18 in 1974, a rise in alcohol consumption in youths and children has occurred. Binge drinking is such a widespread issue in Australia that in 2008, Kevin Rudd set aside $53 million to what he called a binge drinking epidemic among young Australians (Cooper, 2008).


 * __Literature Review__**

It is well documented and advertised that alcohol, when consumed in moderation can bring about positive effects on the human body. Studies have shown that moderate drinking levels can increase the amount of HDL cholesterol, which helps in preventing blood clots and heart attacks (Australian Drug Foundation, 2011). Alcohol in moderation has also been found to increase insulin sensitivity, which reduces the risk of diabetes (Zelman, 2005). Drinking more alcohol than recommended over an extended period of time has serious repercussions both physically and psychologically. Some include high blood pressure, cancer and cirrhosis of the liver, impotence, ulcers, brain injury and death (Australian Drug Foundation, 2011). Accompanying these physical outcomes are usually several mental and social effects, which can be just as incapacitating as physical signs if not more traumatic to those involved.

Alcohol in Australia is consumed for various reasons including relaxation, celebration and socialisation, even though it is a depressant drug (Australian Bureau of Statistics, 2006). It also plays a significant role in the Australian economy, generating employment, tax revenue and retail activity (Ministerial Council on Drug Strategy, 2006). Unfortunately these advantageous hallmarks of alcohol pale in comparison to the harm it causes to Australia. In 1998-99, the annual cost to the community of alcohol-related social problems was estimated to be around $7.6 million (Ministerial Council on Drug Strategy, 2006). Alcohol fuelled violence and abuse is a growing problem, with around 25% of Australians saying they were verbally abused or put in fear by an individual under the influence of alcohol (Dearden & Payne, 2009). As can be seen, alcohol influences the general population in many ways, yet teenagers, or individuals constituting generation Y seem to be in the spotlight for negative reasons more so than others.

Young people, like all individuals feel the effects of excessive alcohol consumption. In a recent population-based survey in Australia, 80% of 16-17 year olds reported having consumed alcohol. Almost 20% reported doing so on a weekly basis (Moore, Coffey, Carlin, Alati & Patton, 2009). Australians aged between 15-24 years of age account for 52% of all alcohol-related serious road injuries and 32% of all alcohol-attributable hospital admissions for violence related injuries (Chikritzhs & Pascal, 2004). These statistics are so startling due to the early age at which generation Y is being exposed to alcohol. Alcohol abuse, dependence and risky sexual behavior also occur due to this factor (Moore, Coffey, Carlin, Alati & Patton, 2009). As well as the previously mentioned acute factors, teenagers can experience several emotional and psychological impacts including depression, self-destructive thoughts and suicide (Lavikainen & Lintonen, 2009), which can sometimes have a more drastic effect on individuals than physical factors.

Research has shown that generation Y has the highest likelihood of drinking at high risk levels (in excess of 6 drinks on a single occasion for males and 4 for females) (National Drug Strategy, 2002). The 2001 National Drug Strategy Household Survey found that 23% of 14-17 year olds and 45.3% of 18-24 year olds drank in excess of the National Health and Medical Research Council safe drinking guidelines for acute harm at least once. Compared to the rest of the population who made up only 20% (Chikritzhs & Pascal, 2004). The majority of these drinking habits are attributable to the deep-rooted cultural significance alcohol plays in our lives (Ministerial Council on Drug Strategy, 2006). As Australians, we value and take for granted the positive effects alcohol plays in our lives, but either forget, are unaware or choose to ignore the problems it can cause. Over the 10 year period between 1992 an 2001, 16756 deaths occurred from acute conditions due to alcohol intoxication; 74.3% were male. Of these over a quarter were aged between 15-29 years of age (Ministerial Council on Drug Strategy, 2006). Only 5 types of injury account for over 90% of all deaths caused by intoxication among generation Y, these include falls, road injury, alcohol abuse and dependence, assaults and suicide (Chikritzhs & Pascal, 2004).

Alcohol misuse by generation Y does not only affect the individual, but also Australia’s economy. In 2004-05, alcohol accounted for a total of $15.3 billion for the social cost of drug abuse (Collins & Lapsley, 2008). This figure not only includes the costs to consumers, but also factors such as absenteeism and the resulting reduced workforce size, the medical costs felt by individuals and the government and the cost associated with crime and violence (Collins & Lapsley, 2008).

There are a few limitations when it comes to the above figures, mainly due to the method in which the data was obtained. The simplest and most effective way to obtain prevalence figures is through self-report. Studies have questioned the accuracy of this method, and have shown that self-reports of alcohol consumption are underestimates (Miller, Naimi, Brewer & Everett-Jones, 2007). Another method used in evaluating the cost of alcohol abuse is somewhat more accurate. Firstly, the total cost for a particular activity (for example theft) is calculated and then estimates are made on the proportion of these total costs attributable to alcohol intoxication or abuse (Collins & Lapsley, 2008). Data collected in the previous survey, over a decade ago, cannot be compared with recent research due to the methodology for estimation of the alcohol attributable fractions being changed (Collins & Lapsley, 2008). In order to compare the two sets of data recalculation would be necessary.


 * __Cultural and Social Analysis__**

Binge drinking in generation Y is an extremely complex and broad issue and one that encompasses all levels of public health. The term ‘deviance’ refers to the recognised violation of cultural norms (Hollemans, 1998). Therefore what makes an individual deviant is that their behavior runs counter to the norms of a social group (Fulcher & Scott, 1999). Deviance and alcohol can be argued to be related or not so. Depending on how you have been brought up, and the culture you currently reside in, will effect how you view deviance in relation to alcohol.

Drinking is intrinsically part of Australian culture and the majority of Australians do so in moderation (Preventative Health Task Force, 2009). Newcomb & Mcgee (1989) stated that learning acceptable drinking habits may be a normal ‘transition-marking’ experience for adolescents. This being the case one could argue that generation Y have not fully learnt the social ‘norms’ when it comes to alcohol. Therefore binge drinking can still be classified as deviant behavior due to the majority of society not partaking in such a way.

Robert Merton’s strain or anomie theory can help explain this complex issue, from both a social and cultural perspective. Merton attempts to analyse how individuals adjust to the patterns of goals and means of achieving these goals in five different ways (Featherstone & Deflem, 2003). Merton adapted a concept from Emile Durkheim, that anomie refers to a situation in which normal cultural norms break down because of rapid change. This is then slightly altered to refer to a situation in which there is an apparent lack of fit between the culture’s norms about success (goals) and the appropriate way of achieving these goals (Mork, 2008). Merton identifies five methods including ‘conformity’, ‘retreatism’, ‘rebellion’, ‘ritualism’ and ‘innovation’ (Featherstone & Deflem, 2003).

The most common adaptation is ‘conformity’, where both the goals and means are accepted by society. Therefore individuals remain law-abiding in achieving culturally accepted goals by culturally accepted means. ‘Retreatism’ is among the deviancies as individuals reject both the goals and means of achieving them. The act of rejecting cultural norms and goals and substituting in alternatives is known as ‘rebellion’, which is relatively uncommon. According to Merton’s theory, ‘ritualism’ is where the goals themselves are unobtainable or out of reach but the attempted methods are legitimate. Finally ‘innovation’ refers to the acceptance of goals but the rejection of means (Featherstone & Deflem, 2003).

Therefore, if you take this social disorganisation view of social problems, you can draw a correlation to alcohol abuse and binge drinking in generation Y (Mooney, Knox, & Schact, 2000). Even though the use of alcohol by underage individuals is a violation of a social and cultural norm (as well as the law), it is a very weak one. The media portray underage drinking, it is well known that this frequently occurs at ‘schoolies’ every year and parents let it happen within their private domain. According to Merton, ‘retreatists’ are more likely to engage in self-defeating behaviours (Asselin, 2009), including the abuse of drugs and alcohol.

Drawing evidence from the above models and propositions, it can be seen how extensive this public health issue is and how it needs to be addressed in order to preserve the health of current and future generations. Effort must be made to keep individuals falling into the ‘retreatism’ and ‘innovative’ adaptations. Doing so will encourage them to strive for culturally and socially accepted goals, and attempting to achieve them via accepted means.


 * __Analysis & Reflection__**

This song and film clip display well how generation Y’s drinking habits are getting out of control and reaching levels which are putting themselves and society at risk. The youth of today idolize LMFAO and in turn seek to imitate their characteristics and doings. Whether intentionally or unintentionally they are encouraging generation Y to drink to excess, which personally I feel is irresponsible and inappropriate. It seems hypocritical when anti-drinking advertisements are repeated on the television and radio, and then a song such as this is played. The messages the two are sending are complete opposites and I believe the majority of generation Y would take heed of LMFAO over the Australian Government.

As a result of this assessment piece I have learnt that alcohol use, specifically binge drinking by adolescents and generation Y is largely influenced by the social and cultural factors that surround them. Due to the fact that alcohol consumption is widely accepted in Australia and our culture, they begin learning habits at a very early age. Through numerous social and cultural factors, and their individual adaptations to alcohol consumption those previously learnt customs can shift, often in a negative fashion. The most pertinent point I noticed by completing this assessment piece is that alcohol abuse and binge drinking within generation Y has reached critical levels and must be addressed now to keep our youth and future populations healthy.


 * __References__**

Asselin, N. (2009). Using General Strain Theory to Understand Drug and Alcohol Use in Canada: An Examination of how Strain, its Conditioning Variables and Gender are Interrelated. Retrieved from: []

Australian Bureau of Statistics. (2003). Health Risk Factors, Australia, 2001. Retrieved from: [] Au stralian Bureau of Statistics. (2006). Alcohol Consumption in Australia: A Snapshot, 2004-05. Retrieved from: []

Australian Drug Foundation. (2011). Alcohol. Retrieved from: []

Australian Institute of Health and Welfare (AIHW). (2011). The 2010 National Drug Safety Household Survey report. Retrieved from: []

Chikritzhs, T., & Pascal, R. (2004). Trends in Youth Alcohol Consumption and Related Harms in Australian Jurisdictions, 1990-2002. Retrieved from: []

Collins, D., & Lapsley, H. (2008). The Costs of Tobacco, Alcohol and Illicit Drug Abuse to Australian Society in 2004-05. Retrieved from: []

Commonwealth Department of Health and Ageing. (2009). Chapter 2: Prevalence of Alcohol Consumption and Related Harms in Australia. Retrieved from: []

Cooper, H. (2008). //Rudd sets aside $53-million to tackle binge drinking// [Audio Podcast]. Retrieved from: []

Dearden, J., & Payne, J. (2009). Alcohol and Homicide in Australia. //Trends & Issues in Crime and Criminal Justice//, 372, 2-6.

Featherstone, R., & Deflem, M. (2003). Anomie and Strain: Context and Consequences of Merton’s Two Theories. //Sociological Inquiry, 73//(4), 471-489).

Fulcher, J., & Scott, J. (1999). //Sociology.// n.p: Oxford University Press.

Hollemans, D. (1998). Social Deviance. Retrieved from: []

Lavikainen, H., & Lintonen, T. (2009). Alcohol use in adolescence: Identifying harms related to teenagers’ alcohol drinking. //Journal of Substance Use, 14//(1), 39-48. doi: 10.1080/14659890802446202

Miller, W., Naimi, T., Brewer, R., & Everett-Jones, S. (2007). Binge Drinking and associated Health Risk Behaviours Among High School Students. //Paediatrics, 119//(1), 76-85. doi: 10.1542/peds.2006-1517

Ministerial Council on Drug Strategy. (2001). Alcohol in Australia: Issues and Strategies. Retrieved from: []

Ministerial Council on Drug Strategy. (2006). National Alcohol Strategy 2006-2009. Retrieved from: []

Mooney, L., Knox, D., & Schact, C. (2000). //Understanding Social Problems.// Cincinnati, OH: Wadsworth.

Moore, E., Coffey, C., Carlin, J., Alati, R., & Patton, G. (2009). Assessing alcohol guidelines in teenagers: results from a 10-year prospective study. //Australian and New Zealand Journal of Public Health, 33//(2), 154-159.

Mork, B. (2008). Robert Merton: Anomie Theory. Retrieved from: []

National Drug Strategy. (2002). National Alcohol Research Agenda. Retrieved from: []

Newcomb, M., & McGee, L. (1989). Adolescent Alcohol Use and Other Delinquent Behaviors : A One-Year Longitudinal Analysis Controlling for Sensation Seeking. //Criminal Justice and Behaviour, 16//(3), 345-369. doi: 10.1177/0093854889016003006 Preventative Health Taskforce. (2009). Preventing Alcohol-Related Harm in Australia: A Window of Opportunity. Retrieved from: []

Shanahan, P., & Hewitt, N. (1999). Developmental Research for a National Alcohol Campaign: Summary Report. Retrieved from: []

World Health Organisation. (2001). The Alcohol Use Disorders Identification Test: Guidelines for use in Primary Care. Retrieved from: []

Zelman, K. (2005). The Alcohol Debate: Should you or Shouldn’t You? Retrieved from: []


 * __Comments__**

1. To Erin McPhail: I found this article extremely insightful and interesting, but at the same time very startling. Your comprehensive literature review was exceptionally well written and provided us with some disconcerting statistics regarding eating disorders, the media and associated suicidal behaviours and thoughts. I believe your chosen artefact portrays your topic perfectly and seems to agree with the ideas given by de Beauvoir and Wolf. After reading your article, my eyes have been opened to the fact that the media plays such an instrumental role in our lives and influences us in many diverse ways. Overall a great read!

2. To Tue Nguyen Well done on a great article. I feel the artefact you have chosen is extremely pertinent to the topic, as I know myself how popular the show ‘Skins’ is amongst generation Y. Your Literature review was very thorough and gave us some startling statistics about alcohol and drug use amongst generation Y. Your Critical analysis, I thought was also quite good and related the chosen topic to Indigenous Australians well and also provided several alarming statistics and insight. I completely agree with your statement regarding the fact that public health professionals need to advocate and increase awareness about the aforementioned health issues.