Drinking Norms and Alcohol Identities in the Context of Social Media Interactions Among University Students: An Overview of Relevant Literature

Alcohol is a normative element of the university experience and a common feature of adolescent identity exploration. The posting and viewing of alcohol-related content on social media is very common among young people, particularly university students. The influence peers have on young people’s behaviour, values and identity development, especially regarding alcohol, is well understood. However, research into the impact of viewing peer drinking through the prism of social media is a relatively new area. This chapter discusses the ways in which social media, particularly Facebook, has altered the conditions of identity construction among young people, and reviews the literature to date relating to alcohol content on social media, as well as emerging research into social media prevention and intervention efforts such as social norm interventions.