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Published in:
2022 | OriginalPaper | Chapter
12. Femininity, Online Practices of Drinking and Women in Alcohol Industry
Author : Mojca Ramšak
Published in: Social Impact of Wine Marketing
Publisher: Springer International Publishing
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Abstract
This chapter looks at how shifting societal norms have influenced women’s drinking habits and rituals, particularly as young women’s drinking becomes more acceptable and even encouraged. Moral concerns about decency, femininity, and safety, as well as social concerns about young women drinking, continue to exist. As a result of the relaxation of rules limiting expected conduct of women, women have become the target of an alcohol industry that targets their hyperfemininity, newly acquired socioeconomic power, and wine knowledge. Women must balance respectability, decorum, and a particular kind of acceptable femininity, exhibited in physical and online hypersexuality or hyperfemininity. Drinking by women happens in public places and is facilitated by social networking sites, as marketers know the potential of social media advertising, which appeals to women.