By Alice Carter
Bundaberg Rum Appreciation Society, can be better known as the very much popular, global network of Facebook (Kuttainen, 2015). Explanations as to why this statement is so true, can be explained in multiple ways; however the strongest reason’s known to people in this day-of-age, is that Facebook is so heavily rich with alcohol induced images and posts (weather it be rum or another drink entirely).
An example of just how much alcohol induces our networks on Facebook, specifically looking at how it plays its own role, looks at the “Rum Collective” group page on Facebook itself (facebook.com, 2015). With over 7000 likes to its name, “Rum Collective” not only sets out to enhance the name of such a drink, but also uses means of certain communication tactics within their self-narratives, to enhance marketing success. This marketing success is clearly responsible for the networking connections to rum, with communication “online hash tags” heavily encouraging people to buy the drink (e.g.#geteducated).
On this page, the admin most recently posted an advertisement opportunity (which clearly also encourages the tasting of rum), on July the 1st 2015. The post was edited so it was viewed by the public (over 7000 people who liked the page had/have access), with one particular hashtag communication reading “#geteducated”. This clearly indicates the admin has a way of saying that people should be buying this particular rum (Carribean).
Wake up world, drinking and posting…its becoming our way, when really it shouldn’t be —- and groups that don’t even post while drunk, or advertise that they are getting wasted on a weekly basis (but still encourage such actions), are just as bad.
References
Kuttainen, V. (2015) Lecture 8: People Networks. LearnJCU, Power Point
www.facebook.com (2015) Rum Collective: Group Page.
Image Retrieved from www.depositphotos.com (2015)
I completely agree with you on this - it's crazy how much influence social media is having over our society, particularly those of the younger generations; just the other day I saw a group of underage high schooler's posting pictures after a party with drinks in-hand. I think that Facebook is much like the large corporations that Patel (2007) talks about who control our 'choices', drinking included. As you say, the admin of "Rum Collective" have a great deal of control over which particular rums we drink, the same goes for all alcohols. As a young woman I tend to see advertisements about fruity mixers, 'white girl' drinks, as I'm sure males see beer ads. The hashtag #geteducated would normally lead people to think of responsible drinking, however the sad irony of it is, like you say in your post, it encourages people to drink more.
ReplyDeleteReference:
Patel, R. (2007). Introduction. In Stuffed and Starved. Melbourne, Victoria: Black Inc.
It is all too true that such media is influencing the way we think about drinking, mainly in youth, as inexperience and curiosity are at their peak and caution of scepticism is often drowned out. Teenagers are known for rebelliousness, recklessness and irresponsibility, whether you agree on the topic of not, and they are often all too willing to break the rules, especially with any sort off coaxing or enticing. These “Rum Collectives” on any and all social media give them the little push they need or in some cases are looking for to indulge in alcohol, even if it is physical or mentally damaging or in most cases illegal. Such coercion is abundant on Facebook, as you have said, with pages, and advertisements promoting the consumption of alcohol, and beer, rum and spirit companies reap the benefits by enticing children to drink and possibly hurt themselves in so many different ways. Way to go Facebook and you’re brilliant “Drink Responsibly” messages (sponsored by Bundaberg Rum). Way to go.
ReplyDeleteReference:
Patel, R. (2007). Introduction. In Stuffed and Starved. Melbourne, Victoria: Black Inc.