![]() The research found that brands have moved away from this due to fear of alienating an increasingly feminist-aware female customer. However, the research found that alcohol and related culture remain feminist issues for a number of reasons:ġ) Women are targeted by alcohol brands through the use of gender stereotypes, and historically, brands have sexualised, objectified and demeaned women to target the male market. Women have won the ‘right to drink’ on equal grounds to men, making alcohol use, drinking culture and nightlife participation a sign of gender equality. As a result, they are now active participants in drinking and night time spaces for group bonding, friendship, fun, and empowerment. This is a result of the shifting social positions of women through increased participation in education and work, which has led to increased economic independence and access to public space, and the targeting of women by commercial messaging. In recent decades a narrowing of the gender gap in alcohol use has been observed. You can provide feedback on the exhibition by completing a paper feedback form, or online using the barcode below.Īlcohol, drinking culture and nightlife spaces, and the gender inequalities that they comprise, have long raised questions that can be understood through a feminist lens. Please note that the pieces cover sensitive issues such as unwanted sexual attention that may be triggering for some. inequalities that exist in nightlife and drinking including the normalisation of unwanted (sexual) attention.targeting of women and LGBTQ+ people by alcohol brands and venues, and the influence of commercial messages.importance of drinking and nightlife culture to feminine and LGBTQ+ identity making.pleasures and risks involved in drinking and nightlife participation.The works are informed by findings of an analysis of alcohol brand and venue marketing, interviews with women (N=130) and LGBTQ+ people (N=70), and discussions with marketers (N=27) and venues (N=15). The exhibition presents a number of art works conceptualised and created by Amanda, such as sculpture and collaborative photography, as well as poetry created by research participants. Taking an intersectional feminist perspective, it investigates how drinking and nightlife are experienced unequally, and influenced by gendered alcohol brand and sexualised nightlife venue marketing. It explores women and LGBTQ+ people’s experiences of alcohol and nightlife spaces such as bars and clubs. The Equalise Nightlife project is a programme of research led by Dr Amanda Marie Atkinson, Reader in the Sociology of Public Health at LJMU, with research assistance from Beth Meadows. By basing her artworks on research and involving the local community in her practice, she aims to gain more detailed, relevant, and representative accounts of social phenomena, moving beyond the individual to make more socially relevant statements in her work.ĮQUALISE NIGHTLIFE PROJECT: EXPLORING FEMININITY, SEXUALITY AND GENDER RELATIONS IN DRINKING CULTURE Taking a critical and feminist perceptive she employs mixed methods (qualitative and quantitative research) to explore and critique a number of cultural spheres such as identity, marketing and consumption media texts, representations and power intoxication and substance use and cultural understandings and experiences of gender inequalities (see Applying her skills as a researcher she creates accessible art that is methodologically, theoretically, and empirically informed to visually question and critique a number of contemporary social, political and cultural issues through the use of word, sculpture, photography and everyday items. Dr Amanda Marie Atkinson (b.1984, Cumbria) is a Reader in the Sociology of Public Health at Liverpool John Moores University, and an artist working and living in Liverpool.
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