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  • Managing Dramaturgical Dilemmas

    Rights statement: This article is (c)2018 Emerald Group Publishing and permission has been granted for this version to appear here (URL of the record on the Pure Portal). Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.

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Managing dramaturgical dilemmas: youth drinking and multiple identities

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Managing dramaturgical dilemmas : youth drinking and multiple identities. / Cocker, Hayley Louise; Piacentini, Maria Grazia; Banister, Emma Neva.

In: European Journal of Marketing, Vol. 52, No. 5-6, 14.05.2018, p. 1305-1328.

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Cocker, Hayley Louise ; Piacentini, Maria Grazia ; Banister, Emma Neva. / Managing dramaturgical dilemmas : youth drinking and multiple identities. In: European Journal of Marketing. 2018 ; Vol. 52, No. 5-6. pp. 1305-1328.

Bibtex

@article{7fa5eeebafcd423e9e974dc94326d148,
title = "Managing dramaturgical dilemmas: youth drinking and multiple identities",
abstract = "PurposeThis paper aims to understand how young people manage the dramaturgical dilemmas related to drinking alcohol and performing multiple identities.Design/methodology/approachDrawing on qualitative data collected with 16-18-year olds, the authors adopt Goffman{\textquoteright}s dramaturgical perspective to examine youth alcohol consumption in relation to multiple identities.FindingsYoung people continuously and skilfully juggle multiple identities across multiple contexts, where identities overflow and audiences and interactions overlap. Techniques of audience segregation, mystification and misrepresentation and justification are used to perform and manage multiple identities in a risky health behaviour context.Research limitations/implicationsThe approach may facilitate some over- and under-claiming. Future studies could observe young people{\textquoteright}s performances of self across multiple contexts, paying particular attention to how alcohol features in these performances.Practical implicationsSocial marketing campaigns should demonstrate an understanding of how alcohol relates to the contexts of youth lives beyond the “night out” and engage more directly with young peoples{\textquoteright} navigation between different identities, contexts and audiences. Campaigns could tap into the secretive nature of youth alcohol consumption and discourage youth from prioritising audience segregation and mystification above their own safety.Originality/valueExtant work has argued that consumers find multiplicity unmanageable or manage multiple identities through internal dialogue. Instead, this paper demonstrates how young people manage multiple identities through interaction and performance. This study challenges the neat compartmentalisation of identities identified in prior literature and Goffman{\textquoteright}s clear-cut division of performances into front and back stage.",
keywords = "Alcohol, Interviews, Youth, Goffman, Visual methods, Multiple identities",
author = "Cocker, {Hayley Louise} and Piacentini, {Maria Grazia} and Banister, {Emma Neva}",
note = "This article is (c)2018 Emerald Group Publishing and permission has been granted for this version to appear here (URL of the record on the Pure Portal). Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.",
year = "2018",
month = may,
day = "14",
doi = "10.1108/EJM-01-2017-0045",
language = "English",
volume = "52",
pages = "1305--1328",
journal = "European Journal of Marketing",
issn = "0309-0566",
publisher = "Emerald",
number = "5-6",

}

RIS

TY - JOUR

T1 - Managing dramaturgical dilemmas

T2 - youth drinking and multiple identities

AU - Cocker, Hayley Louise

AU - Piacentini, Maria Grazia

AU - Banister, Emma Neva

N1 - This article is (c)2018 Emerald Group Publishing and permission has been granted for this version to appear here (URL of the record on the Pure Portal). Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.

PY - 2018/5/14

Y1 - 2018/5/14

N2 - PurposeThis paper aims to understand how young people manage the dramaturgical dilemmas related to drinking alcohol and performing multiple identities.Design/methodology/approachDrawing on qualitative data collected with 16-18-year olds, the authors adopt Goffman’s dramaturgical perspective to examine youth alcohol consumption in relation to multiple identities.FindingsYoung people continuously and skilfully juggle multiple identities across multiple contexts, where identities overflow and audiences and interactions overlap. Techniques of audience segregation, mystification and misrepresentation and justification are used to perform and manage multiple identities in a risky health behaviour context.Research limitations/implicationsThe approach may facilitate some over- and under-claiming. Future studies could observe young people’s performances of self across multiple contexts, paying particular attention to how alcohol features in these performances.Practical implicationsSocial marketing campaigns should demonstrate an understanding of how alcohol relates to the contexts of youth lives beyond the “night out” and engage more directly with young peoples’ navigation between different identities, contexts and audiences. Campaigns could tap into the secretive nature of youth alcohol consumption and discourage youth from prioritising audience segregation and mystification above their own safety.Originality/valueExtant work has argued that consumers find multiplicity unmanageable or manage multiple identities through internal dialogue. Instead, this paper demonstrates how young people manage multiple identities through interaction and performance. This study challenges the neat compartmentalisation of identities identified in prior literature and Goffman’s clear-cut division of performances into front and back stage.

AB - PurposeThis paper aims to understand how young people manage the dramaturgical dilemmas related to drinking alcohol and performing multiple identities.Design/methodology/approachDrawing on qualitative data collected with 16-18-year olds, the authors adopt Goffman’s dramaturgical perspective to examine youth alcohol consumption in relation to multiple identities.FindingsYoung people continuously and skilfully juggle multiple identities across multiple contexts, where identities overflow and audiences and interactions overlap. Techniques of audience segregation, mystification and misrepresentation and justification are used to perform and manage multiple identities in a risky health behaviour context.Research limitations/implicationsThe approach may facilitate some over- and under-claiming. Future studies could observe young people’s performances of self across multiple contexts, paying particular attention to how alcohol features in these performances.Practical implicationsSocial marketing campaigns should demonstrate an understanding of how alcohol relates to the contexts of youth lives beyond the “night out” and engage more directly with young peoples’ navigation between different identities, contexts and audiences. Campaigns could tap into the secretive nature of youth alcohol consumption and discourage youth from prioritising audience segregation and mystification above their own safety.Originality/valueExtant work has argued that consumers find multiplicity unmanageable or manage multiple identities through internal dialogue. Instead, this paper demonstrates how young people manage multiple identities through interaction and performance. This study challenges the neat compartmentalisation of identities identified in prior literature and Goffman’s clear-cut division of performances into front and back stage.

KW - Alcohol

KW - Interviews

KW - Youth

KW - Goffman

KW - Visual methods

KW - Multiple identities

U2 - 10.1108/EJM-01-2017-0045

DO - 10.1108/EJM-01-2017-0045

M3 - Journal article

VL - 52

SP - 1305

EP - 1328

JO - European Journal of Marketing

JF - European Journal of Marketing

SN - 0309-0566

IS - 5-6

ER -