Consumption of sugary alcoholic drinks among youth: Construction of a public problem
The recent coming of sugary alcoholic beverages (SAB) (also known as alcopops) on the shelves of grocery and convenience stores in Quebec sparked many debates about alcohol consumption for the youth. This article discusses the singular case of the progressions that led to the ban of SAB in Quebec, especially Four Loko and FCKD UP. Using discourse analysis of media sources on this topic, we have studied the construction of SAB as a public problem. For this reason, we were inspired by Blumer’s approach on the construction of social problems. We applied this approach by having a look at problem description strategies that we have observed in the generalist media of Quebec. These strategies, developed by social actors, are tied to the use of classification as a method of structuring social reality, the reflected choice of presenting fortunate events and the participation at exchanges in the public arena. Our analysis consists of three sections: first, we discuss the concerns surrounding the risks and dangers of SAB; second, we present debates on social responsibilities toward youth consumption education; and lastly, we examine the main actors’ thoughts on the role of government intervention when it comes to restricting alcohol. The particularity of this case is discussed in the conclusion. The uniqueness of this case prompted us to propose an exploratory line of research for possible increased sensibility to youth protection around their alcohol consumption in Quebec.