Masculine Norms, Peer Pressure, Alcohol and Adolescents

The substance most commonly consumed by adolescents is alcohol. Among adolescents it is, generally speaking, boys who use higher rates of alcohol compared to girls. Interestingly, theory and research suggest that sex alone does not sufficiently explain why boys tend to drink more than girls and that masculine norms might provide better explanations.

Masculine norms are shaped at an early age and can have an impact on interactions with others. One approach to operationalise masculine norms is the Conformity to Masculine Norms Index which includes the drive for multiple sexual partners, controlling and restricting expression of emotions, the drive to win at all cost, striving to appear heterosexual, and engaging in risky behaviour. Hence, several theoretical models suggest that heavy drinking is seen as an expression of masculinity. In fact, studies among older populations, i.e., college students find a strong relationship between binge drinking and emotional control, risk-taking, and being a playboy.

Among adolescents, peer influence is strongly associated with alcohol use. Becoming a member of a peer group becomes a crucial point in many adolescents' lives which again comes with the cost to conform to values and behavours set by the peer group. Peer pressure among adolescents is "a robust predictor of alcohol use". This, again, includes adolescent girls who adhere to masculine norms.

Young and colleagues’ (2005) qualitative study among college women suggested that many heavy drinking women did so in order to gain acceptance of their male peers by “drinking like a guy.” However, it is unclear if girls’ drinking behavior is driven by conformity to masculine norms, peer pressure, or both.

In their study carried out among high school students living in the U.S. (124 female, 139 male, mean age 17), Iwamoto and Smiler (2014) found masculine norms to be directly linked to alcohol use and peer pressure. The connection was closer among boys than among girls. For girls, the masculine norms of risk taking and playboy seemed to have effects.

Specifically, boys who reported greater conformity to the heterosexual display, winning, and playboy norms were also reported greater susceptibility to peer pressure, while boys who reported less emotional control were less likely to be influenced by peer pressure. These findings make theoretical sense given that many boys perceive a need to prove their masculinity (Levant, 1996). Displaying one’s heterosexuality (Messner, 1992; Tolman, Spencer, Harmon, Rosen-Reynoso, & Striepe, 2004) and being promiscuous (i.e., playboy; Crawford & Popp, 2003; Smiler, 2012) are norms that reflect how one is perceived by others, and suggest these individuals might be more externally-focused and thus more susceptible to peer pressure. (Ivamoto & Smiler, 2013)

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- Iwamoto, D. K. & Smiler, A. P. (2013). Alcohol Makes You Macho and Helps You Make Friends: The Role of Masculine Norms and Peer Pressure in Adolescent Boys' and Girls' Alcohol Use. Subst Use Misuse, 48(5), link
- photograph by Joseph Szabo via

The Pink Drink Thesis, the "Classless Woman", and the World's Biggest Female Binge Drinkers

According to an OECD report released in November 2023, the biggest female binge drinkers in the world are ... British women. The OECD (Organisation for Economic Co-operation and Development) compared alcohol consumption across 33 countries.

The Daily Maily spread the Pink Drink Thesis, safely dismissed by the majority of people living and thinking in the 21st century, stating that the infantilised female drinker just cannot help accepting offers. Being the Daily Mail, the tabloid also hypothesised that British women drank to excess because they were "unattractive and classless". 

In the scramble to explain this, the following ideas have been floated, mainly by the Daily Mail: British women are uniquely susceptible to marketing pressures, including but not limited to pink drinks, supermarket offers, bottomless brunches and nice pubs. The 20th-century settlement in drinking culture – that you can have your fill, so long as you’re prepared to do it in a smoky back room with laminated tables and carpets that smelt like the urinals – was overturned in the late 1990s, during what we might call the All Bar One revolution (that chain was founded in 1994). Pubs became airier, more chic and inviting, women went into them voluntarily, and it was noted on the profit upswing that, where women went, men went also.

In an article published in The Guardian, Zoe Williams points out the importance to consider generational differences when discussing alcohol consumption:

(...) the sociologists Paul Chatterton and Robert Hollands ascribed the “feminisation of the night-time economy” by 2001 directly to the transformation of the labour market and the increase of female spending power. Arguably, the ladette as cultural artefact – the woman for whom drinking six pints, which by the way is considerably more than six units, was a direct expression of her emancipation – came into being as a way to accommodate this new, independent femininity. If you could slot it into established versions of masculinity, it would be fun and not terrifying. In a trend that has probably been noticed before, where alcohol is concerned, once we started, we didn’t stop. (via)

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photograph of Marilyn Monroe drinking champagne via

College Drinking Intensity, Gender, Social Structure and Social Media

Abstract: College drinking scholars have built a deep literature around the ways in which gender shapes drinking culture and its outcomes. Few have explicitly explored the way that gender combines with other structural attributes, like social class, and works through social media interaction to predict drinking intensity. We investigate the way gender, identity, and different types of social media involvement can help explain drinking intensity among college students at an institution with a strong party culture. 

A series of nested regressions show that men’s drinking intensity is more strongly associated with dimensions of male identity related to family social class and father’s political leaning. Furthermore, we find a complex relationship between drinking intensity and different dimensions of social media use. For both college women and men, there is a positive association between the intensity of use of general social media platforms and drinking intensity, but this association is not significant when accounting for their involvement in college party culture. However, after accounting for party culture involvement, our results suggest that use of apps related to hookup culture participation may represent an additional dimension that is associated with drinking intensity, a finding that seems especially prominent for some men. We conclude by discussing implications, limitations, and directions for future research. (Welser, Helm & Vander Ven, 2023)

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- Welser, H. T., Helm, B. & Vander Ven, T. (2023). Swipe for Your Right to Party: Gender, Social Structure, and Social Media in College Drinking Intensity. Sociological Focus; link

- photograph (University of California) via

Drinking Men, Drinking Women

Studying gender differences in the consumption of alcohol is highly interesting as they are associated with social and cultural influences. Alcohol consumption is used to "differentiate, symbolize, and regulate gender roles", some societies make drinking behaviour a "demonstration of masculinity". A universal difference is that men tend to drink more than women. The size of gender differences, however, varies and much of the differences are cultural. In some societies, convergence has occurred because women have more opportunities now to perform traditionally male roles and increase their drinking without negative social consequences. Sometimes convergence takes place because men drink less than they used to. Often, there are other reasons.
Theoretically, the four most common hypotheses to explain gender differences are 1) power (demonstration of how manly an individual is by consuming large amounts of alcohol or power over others through aggressive behaviour facilitated by alcohol), 2) fear that alcohol may make women more open to sexual advances, 3) men's higher tendency to show risk-taking behaviour and 4) social responsibilities (women having multiple role responsibilities).
Gender stereotypes need to be considered since heavy drinking associated with masculinity and camaraderie may encourage male drinkers to minimise problems. Stereotypes may also lead to an underestimation of women's drinking problems (Wilsnack et al., n.d.).

 

- Wilsnack, R. W., Wilsnack, S. C. & Obot, I. S. (n.d.) Why study gender, alcohol and culture? In: World Health Organization (ed.) Alcohol, Gender and Drinking Problems. Perspectives from Low and Middle Income Countries. online
- photo of Cary Grant "drunk" in Hitchcock's North by Northwest via

Guinness & St. Patrick's Day 2014

"Guinness has a strong history of supporting diversity and being an advocate for equality for all. We were hopeful that the policy of exclusion would be reversed for this year’s parade. As this has not come to pass, Guinness has withdrawn its participation. We will continue to work with community leaders to ensure that future parades have an inclusionary policy."



Heineken and Boston Beers withdrew their participation in the St. Patrick's parades in New York City and Boston. So did the key sponsor Guinness, Boston's mayor Marty Walsh and New York City's mayor Bill de Blasio. They reacted to the organisers of the parades who prohibited LGBT participants to carry signs or banners that identified them as who they are (via).



The Guinness commercial Men and women shouldn't live together from 1995 showing a gay couple was banned before it became a YouTube sensation 17 years later (via).

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photograph (Ashland University, 1973) via