“Drinkers Like Me”: A Thematic Analysis of Comments Responding to an Online Article About Moderating Alcohol Consumption
Abstract
Background
There has been media coverage surrounding the dangers of heavy alcohol use and benefits of “moderation” [low dose use], with TV and radio presenter, Adrian Chiles, documenting his experience of “moderating” consumption in an online article for the Guardian. By analysing the comments in response to Chiles’ article, this study aimed to explore i) readers’ attitudes or beliefs towards reducing alcohol use and ii) readers’ experiences of reducing alcohol use or abstaining from alcohol.
Method
A secondary qualitative analysis of online comments in response to an article about “moderating” alcohol consumption. Main outcome measures: Comments (n = 784) in response to a United Kingdom online news article about moderating alcohol consumption were extracted and inductive thematic analysis was used.
Results
For aim one, two themes were developed; “general attitudes towards alcohol use” and “general attitudes towards reducing consumption”. These themes reflect negative perceptions of alcohol and issues around changing attitudes. For aim two, three themes were developed: “moderation [low dose use] vs. abstention”, “reflection on past alcohol use behaviors”, and “current alcohol use behaviors”. These themes represent readers’ experiences and implications of changing their alcohol use habits.
Conclusions
This analysis provides a novel insight into perceptions and experiences of “moderating” or abstaining from alcohol. The alcohol norm embedded within UK culture, creates difficulties for those who choose to reduce use or abstain from alcohol. This analysis highlights the need for public health to focus on shifting the current alcohol norms, through low-risk alcohol use guidelines and wider availability of alcohol-free alternatives.
Interpreting the research
Lead author Dr. Patricia Irizar shared the key takeaways from the study on her Twitter. According to her following are the perceptions on low-dose alcohol use that emerged through the analyzed comments in this study.
- People shared their attitudes toward alcohol use and towards reducing consumption. The heavy alcohol using culture in the UK was generally perceived as negative, and difficult to change as it is ingrained into everyday practices. This was discussed in comparison to other countries.
- People were supportive of those who wanted to cut down or stop using alcohol and understood that this was challenging, given the current UK alcohol norms. Some people find that “moderation” works for them, whereas others prefer complete abstinence.
- People shared their own experiences of “moderation”, with some stating that they used to use alcohol heavily, but the documentary helped them to realize they needed to cut down. Some shared their strategies to cut down (e.g., apps to monitor consumption, alcohol-free beers).
- There was a lack of awareness about the number of units in alcoholic drinks, the current UK low-risk alcohol use guidelines, and the harms of using alcohol above those limits.
- The comments suggested better promotion of the benefits of “moderation”/abstinence through the media could help to shift the UK alcohol norms, by challenging the social norms around alcohol use. Celebrity role models may be effective in behavior change interventions.
Implications of the study as Dr. Irizar notes are:
- Alcohol is embedded in UK culture, making it difficult to reduce consumption, needs a cultural shift.
- Celebrity role models can raise awareness, invoke discussions, and encourage change.
- Clearer labelling on alcohol products is needed.