This book focuses on how pervasive social networking technologies contribute to drinking cultures. It brings together international contributions from leading researchers to explore how new technologies are reconfiguring the key themes, traditional interests, practices and concerns of alcohol related research with young people.

Part I: Overview 1. Introduction Part II: Youth Drinking Cultures in a Digital World: Variations across Social Locations 2. Young Women, Femininities, Social Media Practices, Social Networking and Drinking 3. Masculinities and Drinking Cultures Online 4. Class, Drinking and Young People 5. Cultural Location/Alcohol and SNS Part III: Drinking Cultures in a Digital World: Alcohol Marketing and Commercialisation 6. Understanding Social Media As Commercial Platforms for User Generated Content 7. Alcohol Corporations and Marketing in Social Media 8. Mobile Technologies of Access, Alcohol Apps and Spatially Structured, Real-Time Marketing 9. Viral Marketing and User Generated Content Part IV: Drinking Cultures in a Digital World: Consequences for Identity and Selfhood 10. Neoliberal Identities and Youth Drinking Cultures Online 11. Virtual Intoxigenic Identity 12. Resistances, Alternatives and Liminalities in Drinking Cultures Part V: Undertaking Research to Explore Drinking Cultures in a Digital World: Issues and Considerations for Policy, Health Promotion, Ethics and Research Methodologies 13. Heath Promotion's New Challenges and Possibilities: Theorising Practice on Social Media 14. Digital Research Methods and Ethics 15. Banning Alcohol Marketing On Social Media in Finland 16. New Marketing, New Policy? Emerging Debates over Regulating Alcohol Campaigns in Social Media