Aims – To analyze how two youth alcohol prevention campaigns funded by the Danish alcohol industry articulate the relationship between alcohol, intoxication and pleasure. Design – The two campaigns are first analyzed by applying an analytical model developed by Karlsson and Bergmark (2009) to analyze drug prevention campaigns in Sweden. After this a more detailed analysis of how the two campaigns articulate pleasure is done. Results – Both campaigns recognize recreational motives for consuming alcohol. In both campaigns pleasure is central to the regulation of alcohol consumption among young people. Both campaigns aim to associate alcohol consumption with a disciplined pleasure that does not involve intoxication. In this way alcohol policy becomes a politics of pleasure. Conclusion – Alcohol prevention that aims to moderate alcohol consumption among young people by associating alcohol consumption with disciplined pleasure can be seen as a corporate social responsibility strategy by the alcohol industry. These strategies become relevant to include in order to understand prevention efforts within the national state.
Nordisk Alkohol- and Narkotikatidskrift, 2011, Vol 28, Issue 4, p. 339-355
alcohol prevention campaigns; Denmark; pleasure; corporate social responsibility; policy