Consuming identities: Alcohol marketing and the commodification of youth experience

Marketing has successfully used the postmodern turn in conceptualisations of the human subject and incorporated contemporary theorising of identities and self into its understanding of the key drivers of consumption. Such developments clearly converge in alcohol marketing practices that target young people, where commercialised youth identities available for consumption and engagement are a significant element. This article reports data from young people that reflect the uptake of such identities and considers the challenges that these developments represent for public health and the well-being of young people.