Public Relations Analysis- Unilife Campaign to Reduce Binge Drinking - Literature review Example

Public relations report- Unilife campaign to reduce binge drinking Name Institutional name Course Date Introduction Background According to WHO (World Health Organization) 2010, the consumption levels and problems related to alcohol are increasing particularly amongst teenagers in the Western world. According to the Academy of medical sciences (2004), the alcohol consumption per capita has increased by a considerable margin nearly 50% since 1950. According to survey conducted by General Households in 2007, individuals aged between 16-24 years 65% of them and 75% of those aged 25-44 as well takes at least once prior to an interview in a week. Statistics on Alcohol, England (2009) pointed out that 32% and 31% of individuals in the age bracket 16-24 and 25-44 respectively consumes at least 8 units per day in the interview week. Even though, (Robinson and Bugler, 2010) through their General Lifestyle Survey 2008 evident that alcohol consumption among young people within the age bracket of 16-24 is on a decline relative to the peak levels in 2000, the face value may be different. This is associated with under-estimation by the respondent on the exact unit of alcohol consumed due to publicity on the need to initiate reasonable behavior and dangers related to excessive consumption of alcohol as well as improvement in the methods used to estimate alcohol units consumed. The unwillingness of the young people within the age bracket 16-24 to participate in the GHS (General Household Surveys) adds to the factors that contributed to the decline in alcohol consumption. However, alcohol use is purported to reach a stabilization level in the mid of 21st century initial decade. Even though alcohol consumption increase might have leveled off, shift has moved to the concerns on alcohol use with attention being singled out to drinking patterns. Unsuitable alcohol use for example, binge drinking or heavy episodic, drunkenness, frequent drinking and alcohol abuse is associated with adverse consequences that are immediate and long term for both the individual as well as the community. According to Smith and Foxfort (2009), it is evidenced that the drinking levels among teenagers in UK is on a decline. However, other research indicates a particular pattern of “drinking to get drunk” or binge drinking as well as high risks related to drinking among the youths, specifically adults that are still single. Such patterns are closely associated with those people at earlier ages with the average consumption units among the teenagers exhibiting an increase between the year 1990 and 2006. The trend has demonstrated a level ground in the recent past. The stabilization in the consumption levels is attributed to a development of a alcohol use pattern which is bi-partite, high numbers of those abstaining or occasional drinking and on the other hand, regular drinkers taking in excess or greater quantities. According to UK GLS (General Lifestyle survey) the age groups 16-24 all through to 45-64 have a similar consumption level which is averaged at 13 units per week. An exception is given for those in the age group of 65+. It is maintained that patterns of drinking that are initiated in the early ages are likely to persist in the later years. The survey also pointed out the difference in consumption levels between the professional and managerial group and manual or routine households. Those with high income levels consume greater quantities of alcohol. These findings concerning professionalism, age group and level of income relation to levels of alcohol consumption, suggests that students are highly susceptible to high levels of alcohol consumption throughout their study life and lifespan. Those who developed alcohol consumption patterns in higher education time are likely to sustain it for a long time (Hansen-Horn, 2007, p.53). A comparison between the general youth population and students indicates that students are at high risk of harmful consumption patterns. Gill (2002), maintained that students pursuing higher education are prone to increased alcohol consumption relative to the general population and that drinking is form part of the university culture and usually looked at as tantamount with university life. Again, White et al (2006) established that individuals who attend college exhibit increased alcohol consumption as well as heavy episodic drinking. Considerable research has been carried out in United States compared to UK on alcohol use among college students. However, Gill (2002) indicates an increase in binge drinking among students in UK. The undergraduate population in Universities in the UK has expanded considerably in the recent years in light to the target of Labor Government of enrolling 50 per cent of those leaving school in universities. This implies that issues related to alcohol that are associated with this category of individuals are likely to heighten unless universities put forth positive attempts that are geared at curbing the patterns of harmful drinking. Universities and colleges in USA are by law required to put in place policies and put into effect law concerning underage drinking. However, in UK all university students are all in the legal age of consuming alcohol, hence, the move by universities to strengthen alcohol policies cannot be salient. Traditionally, existing programmes have greatly focused on creating awareness and heightening students’ knowledge of the alcohol related risks believing that a transformation of behavior will witnessed as a reduction in alcohol consumption. In USA, research findings have indicated the significance of a multi-level approach in doing away with the issues of alcohol use. According to Dejong & Langford (2002) the programmes and policies that are aimed at providing solutions to contextual factors that are found within the community and the institutions that are essential tool for molding students’ alcohol behavior. Use of alcohol among students The students enrolled in different institutions exhibit different characteristics that contribute to their indulgence in alcoholism. An approximately 83% of the students in universities are in the category of drinkers while the remaining percent of nearly 17% fall in the category of abstainers. Those that are non-drinkers in the male category comprise male of 21 years and above, those emanating from minority ethnic groups such as Asian and those that are practicing a religion that is non-Christian. The proportions of students who consume alcohol do so more frequently (Ledingham, 2001, p.76). The male drinkers compared to their female counterparts do have a greater approval to alcohol consumption. Students themselves consider alcohol taking as a bigger problem among higher education students. A considerable proportion of individuals do have a clear knowledge on the harmful effects of alcohol. The highest proportion comprises those students that are drinkers. Male students consume heavy quantities of alcohol compared to female students. Women hardly drink or they drink a little. The average drinks per week are high for men compared to women. Alcohol use among students can either be twice a week or once. A few proportions take alcohol more frequent. In terms of frequency, male students are reported to have the leading number of frequency compared to female students. Binge drinking is reported to be high in male than female (Johnston, 2009, p.45). Students are said to consume alcohol in their rooms, bars or clubs or at a family member’/friend’s house. The smallest percentage is said to consume alcohol in complex places such as the student union. The alcohol related problems that are reported by drinkers are increasing with the female students experiencing fewer problems than their male counterparts. Such problems like vomiting and hangovers are said to be short lived by the drinkers. The major problems include engaging in unprotected sex, separating from friends, and others getting lost. High percentage of those students taking alcohol miss their class session frequently, with others performing poorly because of the excessive use of alcohol as well. The main reason why students indulge into alcohol use is to strengthen their social relations, celebratory reasons as well as heightening their positive feelings. Others take alcohol because they fear being disapproved from a group by friends or peers. This implies that they take alcohol so that they fit into certain peer associations. The male as well as female students have varying understanding on the effects of alcohol consumption. The male students expected effects that are positive and general with women experiencing effects that are more positive in terms of sexual enhancement and other negative effects that are related to alcohol impact on their physical and cognitive competence (Chia & Synnott, 2009, p.65). Students get involved in alcohol consumes for reasons that include alcohol as a social enhancer and facilitator, escapism or to relax and to celebrate. The extreme reason including drinking so as to get drunk which others faulted because they view it as incidental. Another reason was drinking is part and parcel of university culture. Students have different patterns of drinking which are classified as both light and moderate or regularly and excessively. The non-drinkers gave reasons that include bad taste, on medication, religion together with alcohol effects to prove their refusal to take it. The majority of students look at alcohol as problematic based on the effects it has had on their close friends. Others could justify their excessive drinking to the existing drinks patterns in clubs. Some students experienced personal challenge generating by their drinking patterns whereas a considerably number of students consume alcohol with self control in that they are in a position of regulating their limits (Butterick, 2011, p.54). A student who does not get them involved in alcohol use has a feeling of being excluded from many sports and social events. The drinking pattern for home based students resembled the one for young adults. They go out on Friday and Saturday for a weekend night. The groups of students who are accommodated in the University hostels are likely to engage in alcohol taking during the week. They take alcohol at the local clubs during ‘student nights. The pattern of drinking for most students depends on the price of alcohol. Students more often opt for drinks that are sold at a price which is cheap to them. Normally, they do their purchase in supermarkets and licensed venues. The students that are home based get drank with their family members while relaxing or during mealtime. A number of features were enumerated by students to be associated with alcohol taking such as squandering huge sums of money on alcohol as well as other things, injuries, health problems, mood changes, memory loss, augmented lack of control, embarrassment in relation to things performed under alcoholism influence, increased violence and aggression, risky sexual behavior as well as increased vulnerability. Strategies have been laid down by students to aid them while consuming alcohol. The strategies include staying together as a group, determining what they term as ‘safe’ drinking limits, controlling consumption as well as have some sort of experience on how to handle situations that are potentially threatening. Students in their first year level of study are prone to the effects of alcohol since they have less exposure and experience on how to take care of their drinking. Students strike a balance between personal enjoyment and studies. Students less frequently go out in times when assignments are overwhelming and assignments due. As one progresses in his studies the consumption of alcohol is reduced (Plessis, 2000, p.77). This is because a considerable number of students engage in alcohol consumption in their first year of study because it doesn’t count in their degree classification. Alcohol consumption to most students is viewed as a temporary phenomenon. This implies that they only enjoy themselves when they have less responsibilities to undertake. Their drinking does not take a long period of time since they understand the associated health consequences that are adverse. The health oriented campaigns on alcohol are less effective compared to those socially oriented. Students are more likely to change their alcohol related behavior and attitudes because of social reasons and not necessarily for health reasons. Conclusion In general the culture of university is regarded as a drinking culture. University students typically indulge in excessive alcohol consumption. Mounting pressure is the main driving force for student to consume alcohol in institutions of higher learning. The view is shared by both the non-teaching and teaching staff. The culture of excessive drinking is deeply rooted in such aspects like the young age of students and students having the first chance to exercise their freedom. Alcohol to some extent was viewed by students as a social enhancer. Students that take alcohol tend to interact well with other friends of the same group. The students are exposed to sufficient experiences which build their social and academic life in higher education. The presence of a solid social interactions generated by alcohol consumption, first year students can easily integrate into the higher learning system and have minimal vulnerability of the consequences and effects of excessive alcohol use (Hazleton, 2006, p.73). The prevailing kind of socialization in institutions of higher learning is alcohol based. This is depicted by the programmes that are organized by the student body such as Welcome Week programme. Alcohol to some students is view as an aid to helping them coping with the college life and deal with their emotional problems. Alcohol consumption by students is driven by reason such as used to distracting one from problems that include academics and relationships and to reorganize negative emotions including depression as well as anxiety. Excessive alcohol use has a close connection with the increasing rates of physical and mental health welfare. It is evident that students engage in binge drinking. This is due to the fact that young students attend a considerable number of social events and night-clubs. The students have little consideration on the unit of alcohol consumed rather they approve of the aftermath feeling. The look at the harm caused by excessive alcohol consumption as a long-run phenomenon and their drinking is just but temporary. They justify their drinking with the minimal responsibilities that are vested on them and as part of enjoyment. Alcohol consumption can not only be detrimental to students alone but also affect negatively the entire society through what is known as anti-social behavior which is fuelled by alcohol use. References Academy of Medical Sciences. (2004). calling time: the Nation’s drinking as a major health issue. London: Academy of Medical Sciences. Butterick, K., 2011, Introducing Public Relations: Theory and Practice, London: SAGE Publications Ltd. Chia, J., & Synnott, G., 2009, an Introduction to Public Relations: From Theory to Practice. London: Oxford University Press. Coleman, L. & Cator, S., 2007, Changing the culture of young people’s binge drinking: From motivations to practical solutions. New York: Cengage Learning. Gill, J. S., 2002, Reported levels of alcohol consumption and binge drinking within the UK undergraduate student population over the last 25 years. London: Sage. Hansen-Horn, T. L., 2007, Public relations: from theory to practice, New York: Pearson A and B. 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