Mediating alcohol use in Eastern Nigeria: a qualitative study exploring the role of popular media in young people's recreational drinking.

Nigeria has high levels of alcohol consumption, and little or no regulation of the alcohol industry. There is a dearth of studies exploring young adults' drinking in a Nigerian context with only a few predominantly quantitative surveys. These do not explore the social meanings attached to drinking practices nor do they shed light on potential gender differences and how these are mediated by popular media. This qualitative study addresses this gap with semi-structured interviews involving 31 undergraduate students. It identifies that media consumption shapes drinking behaviour in ways which are highly patterned and gendered. Participants with high consumption of both Hollywood films and popular American reality television series associate heavy alcohol consumption with high social status, economic independence and gender equality. By contrast, Nollywood (local) films which are intended to act as moral tales and warn of the dangers of drinking appear paradoxically to support participants' views of alcohol as positive (alleviating anxiety, depression and menstrual discomfort). Nigeria currently has no serious regulation of alcohol on television which is embedded in everyday life. Attempts to develop wider public health campaigns and policies should take this saturated media landscape into account to develop harm reduction strategies which are linked directly to media literacy programmes.