The international development of the 'Social Norms' approach to drug education and prevention
Authors: McAlaney, J., Bewick, B. and Hughes, C.
Journal: Drugs: Education, Prevention and Policy
Volume: 18
Issue: 2
Pages: 81-89
eISSN: 1465-3370
ISSN: 0968-7637
DOI: 10.3109/09687631003610977
Abstract:The social norms approach to health promotion has become remarkably popular in the last 20 years, particularly in the American college system. It is an alternative to traditional fear-based approaches of health education, which a growing body of research demonstrates is often ineffective in reducing alcohol and drug misuse. The social norms approach differs by recognizing that individuals, particularly young adults, tend to overestimate how heavily and frequently their peers consume alcohol, and that these perceptions lead them to drink more heavily themselves than they would otherwise do. Similar misperceptions have been found in a range of other health and non-health behaviours. The social norms approach aims to reduce these misperceptions, and thus personal consumption, through the use of media campaigns and personal feedback. Although the numbers of completed social norms projects outside the USA is small, the evidence from them is that the approach can be equally effective in both European and Australian contexts. It is also acknowledged that as an emergent field, there are limitations to the current social norms literature. There is a lack of randomized control trial studies, a lack of clarity of the role of referent groups and a need to better understand the processes through which misperceptions are transmitted. However, despite these issues, the social norms approach represents a new avenue for reducing alcohol and drug-related harm and is an area which merits further research. © 2011 Informa UK Ltd.
https://eprints.bournemouth.ac.uk/21404/
Source: Scopus
The international development of the 'Social Norms' approach to drug education and prevention
Authors: McAlaney, J., Bewick, B. and Hughes, C.
Journal: DRUGS-EDUCATION PREVENTION AND POLICY
Volume: 18
Issue: 2
Pages: 81-89
eISSN: 1465-3370
ISSN: 0968-7637
DOI: 10.3109/09687631003610977
https://eprints.bournemouth.ac.uk/21404/
Source: Web of Science (Lite)
The international development of the ‘Social Norms’ approach to drug education and prevention
Authors: McAlaney, J., Hughes, C. and Bewick, B.
Journal: Drugs: Education, Prevention and Policy
Volume: 18
Issue: 2
Pages: 81-89
https://eprints.bournemouth.ac.uk/21404/
Source: Manual
Preferred by: John McAlaney
The international development of the ‘Social Norms’ approach to drug education and prevention
Authors: McAlaney, J., Hughes, C. and Bewick, B.
Journal: Drugs: Education, Prevention and Policy
Volume: 18
Issue: 2
Pages: 81-89
ISSN: 0968-7637
Abstract:Binge drinking has sparked considerable interest and concern. However despite this interest little is known about the lay understanding of binge drinking and whether there are differences in understanding by gender, age and level of deprivation. Aims: This study investigated the beliefs and attitudes of a sample in the Inverclyde area to binge drinking. Methods: Using both cluster and quota sampling, 586 subjects completed a structured interview, using open questions about their beliefs on binge drinking and was it a problem generally and locally. Findings: Definitions of binge drinking tended to concentrate on intoxication and some described a dependent drinking pattern. Causes and solutions offered were varied but pointed up levels of deprivation in respect of jobs and entertainment. More subjects regarded binge drinking as a problem in society than locally, which is consistent with research suggesting that misperceptions of others’ drinking increases with social distance. Differences in beliefs were found by age and level of deprivation but not gender. It was marked that no subject offered the ‘official’ definition of bingeing or even an approximation of it. Conclusions: Further research is required if future mass media campaigns and interventions are to be relevant to the population.
https://eprints.bournemouth.ac.uk/21404/
Source: BURO EPrints