This thesis examines the issue of young people and alcohol consumption in order to understand their behaviour and experiences in Thailand. Alcohol consumption is socially accepted as a pleasurable activity in many countries world-wide. Alcohol consumption among young people in Thailand has been affected by the spread of western culture, which has encouraged an acceptance of drinking alcohol as being fashionable and as a means of promoting social relationships. This study aimed to gain detailed knowledge of the alcohol consumption behaviour of secondary school students in Petchaburi Province, Thailand, using a survey and participatory action research to understand the perspectives of a variety of stakeholders in one community towards young people’s behaviour and alcohol consumption. Both quantitative and qualitative methods were adopted in order to explore and interpret students’ and stakeholders’ perspectives. The survey was the first phase of the research and used a questionnaire to identify the characteristics and problems of the alcohol consumption behaviour of 845 secondary school students aged 15-19 sampled from one school in each of the eight districts of Petchaburi Province. Logistic regression was used to select one school for conducting Participatory Action Research (PAR) in one community “C” in phase two of the research. An ecological approach was applied for capturing a variety of perspectives, at the intrapersonal, interpersonal, institutional, community, and public policy level using focus groups and in-depth interviews with eight students, eight parents, three health professionals, two teachers, one community leader, one policeman and one Buddhist monk. The study findings demonstrated that alcohol consumption among young people was common. The data showed that 45.9% of participants had had an alcoholic drink in the previous thirty days. Students usually drank on Fridays and Saturdays with their gangs. All or almost all of their close friends were reported as having an alcoholic drink. Most students were affected by peer pressure, some students copied their family members’ drinking behaviour, and some of them were influenced by fashion, community culture and advertising. Moreover, students who drank alcohol demonstrated the negative consequences of drinking. Drinking at an early age was defined by all stakeholders in the selected Community C as unpleasant and intolerable behaviour. Students started to develop strategies in order to access alcohol. Moreover, alcohol was readily available due to the lack of restrictions being enforced in community shops by government policy, alongside inconsistent enforcement of the Alcohol Act. The development of prevention strategies was recommended for action at all levels. This includes within families, in schools, and within affected communities through the introduction of policies such as the restriction of alcohol sales and advertising, and by raising awareness among young people and their communities. Finally, Buddhist practices were discussed as a key element in the development of an intervention programme to reduce the problematic drinking behaviour of young people.

Master's thesis. / Format: PDF. Bibl.

Med denna C-uppsats vill vi belysa bloggens betydelse för den unga bloggläsaren i Halmstad och Laholmskommun.  Genom tre teman som är konsumtion, livsstil och intrycksstyrning vill vi få en ökad förståelse för bloggens betydelse för den unga kvinnans självkänsla med fokus på bloggläsaren och bloggerskan.   Metodtriangulering var grunden för vår metodologiska utgångspunkt. Vi har tittat på skriftliga källor, tidigare forskning och tre bloggare som vi sedan intervjuat. Samt en enkätundersökning som utfördes bland elever på olika gymnasieskolor i Halmstad och Laholm, vi lämnade ut totalt 105 enkäter. För att ge undersökningen en bättre bild av hur läsaren upplever bloggen intervjuade vi även tre bloggläsare. Vi har kommit fram till att bloggen har stor betydelse för den unga kvinnans självkänsla och vi belyser detta ur en bredare kulturell synvinkel. / The purpose of this essay is to shine light upon the importance of blogs to young readers in Halmstad and Laholm. We want to, through three themes of consumption, life style and direction of impression, increase the understanding of how blogs affect young women's self- esteem with focus on blogreaders and different kinds of blogs. We used triangulation of methods as our methodical starting-point. We looked at written sources, earlier research and later interviewed three bloggers. We also performed a survey that we handed out to different high schools in Halmstad and Laholm. For this we handed out 105 forms in total. To receive a better picture of how readers experiences blogs, we also interviewed three blog readers. We came to the conclusion that blogs greatly affect young women's self-esteem and we shine light on this through a wider, cultural angle.

Submitted by WANESSA VALEZE FERRARI BIGHETTI null (wanessa_ferrari@hotmail.com) on 2016-09-26T14:25:29Z No. of bitstreams: 1 Dissertação Wanessa Valeze Ferrari Bighetti.pdf: 2596851 bytes, checksum: fbd579d4422e68d6405e1a2b7d7f36e9 (MD5) / Rejected by Felipe Augusto Arakaki (arakaki@reitoria.unesp.br), reason: Solicitamos que realize uma nova submissão seguindo a orientação abaixo: O arquivo submetido não contém a ficha catalográfica e a folha de aprovação fornecido pela Seção Técnica de Pós-Graduação. Corrija estas informações e realize uma nova submissão contendo o arquivo correto. 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No. of bitstreams: 1 bighetti_wvf_me_bauru.pdf: 2770207 bytes, checksum: bb4ff23dc25468cd223cb5927fa7b262 (MD5) Previous issue date: 2016-08-17 / Pesquisas no campo da comunicação organizacional demonstram a capacidade de a memória organizacional atuar como estratégia na formação da imagem, identidade e reputação das empresas que optam pela valorização do passado e pela incorporação de experiências dos stakeholders à história organizacional. O presente trabalho se aprofundou neste campo, investigando uma relação pouco pesquisada: memória, consumo e jovens. Para entender como o apelo à memória é interpretado no campo da recepção pelos jovens, adotou-se como objeto a campanha publicitária “Esta é a minha. Qual é a sua?”, das Havaianas, que compartilha lembranças de famosos na intenção de despertar lembranças marcadas pelo sentimento de afeto e, desta forma, conquistar a preferência dos jovens consumidores. O processo de investigação se deu em duas etapas: a primeira, por meio das técnicas de análise de conteúdo, interpretou os comentários referentes aos posts efetuados durante a campanha publicitária na página oficial do Facebook das Havaianas; a segunda etapa investigou por meio da realização de grupos focais a recepção da campanha entre os jovens participantes, verificando como o apelo à memória é interpretado e entendido, além de buscar pistas sobre os efeitos do apelo à memória organizacional entre o público em questão. Os resultados demonstraram que apesar da pouca vivência e, consequentemente da pouca memória relacionada a produtos, serviços e empresas, os jovens compõem um público estratégico para o trabalho da memória organizacional. Há indícios de que a importância atribuída à memória organizacional ganhe peso à medida que o jovem se distancia da adolescência e se aproxima da fase adulta. Este trabalho, portanto, dá indicativos de que a memória organizacional tem papel estratégico na conquista da preferência dos jovens consumidores. Acredita-se que ao cumprir com tal proposta a presente dissertação contribuiu de maneira efetiva para pesquisas acadêmicas que se dedicam à memória organizacional, visto que relação entre a memória das empresas e os jovens, até o presente momento, foi pouco estudada. / Researches in the field of organizational communication demonstrate the organizational memory capacity to operate the strategy on the formation of the image, identity and the reputation of the company that opts for the appreciation of the past and the incorporation from stakeholders experiences to the organizational history. The present study has deepened into that field by investigating the relationship so far not researched: memory, consumption and teenagers. To better understand how the appeal for memory is interpreted in the receiving field by these young people, it was adopted as an objective the advertising campaign “That’s mine. What’s yours?”, from Havaianas, that shares celebrity’s memory with the purpose to awaken memories imprinted with the feeling of affection and, that way, to gain the preference of young consumers. The investigation process was composed of two steps: the first one, through the techniques of content analysis, interpreted the comments on posts published during the advertising campaign on Havaianas official page on Facebook; the second part investigated, through focus groups, the reception of the campaign among the young participants in order to check how the appeal for memory is interpreted and understood, besides searching clues about the effects of the appeal for organizational memory among the mentioned group. The results demonstrate that, despite the poor experience and therefore the scarce memory related to the products, services and companies, the teenagers compose a strategic public to the study of organizational memory. There are indications that the importance given to the organization memory has weight as the teenager leaves childhood and approaches adulthood. This study, therefore, gives indications that the organizational memory has a strategic role when conquering the preference of young consumers. It is believed that in complying with this purpose, the present thesis contributed to an effective way to academic researches that concerns organizational memory, as long as the relationship between the companies and teenagers memories was so far not researched.

Context: There are two ways that digital media may influence alcohol use. The first is commercial alcohol marketing. The second is user-created alcohol promotion, defined as content distributed through new media that promotes consumption, but independent of commercial marketing. This thesis explores how both types of content promote alcohol, what association there is between exposure and alcohol-related attitudes and behaviour, and the differences between marketing and user-created promotion. Method: A mixed method design was employed, divided into two studies. The first was a content analysis of the design features, topical references, and messages suggested about alcohol in digital marketing and user-created promotion on Facebook, Twitter, and YouTube. The second was a cross-sectional survey with young adults (n = 405). This measured awareness of, and participation with, digital marketing and user-created promotion, and the association with consumption, higher-risk drinking, brand recall, expectancies, and drinking motives. Results: The content analysis found that digital marketing had personalised designs which contained subtle and positive messages about consumption, whereas user-created promotion had simpler designs, displayed little ethical practice, and contained overt messages about higher-risk drinking. The cross-sectional survey found that young adults were aware of, and participating with, both digital marketing and user-created promotion, with exposure greater for the latter. Exposure to both types of content was positively associated with alcohol use, higher-risk consumption, and drinking intentions. User-created promotion had a stronger association with all outcomes than marketing. The association between exposure and consumption, for both types of content, was mediated through drinking motives and expectancies. Conclusion: Young adults are aware of, and participating with, a range of digital marketing and user-created promotion. That such exposure is associated with alcohol-related attitudes and behaviour highlights the potential of new media to influence alcohol consumption. Further research is required to better understand young people’s experience with digital media and the challenges of addressing online health risk messages.