Alkoholio vartojimas: socialinis ir aplinkos kontekstas bei vyriškosios lyties tapatumas
Alcohol Consumption: Socio-environmental Context and Male Identity

Summary/Abstract: In modern society, alcohol consumption is part of culture associated with a sense of pleasure, stress and anxiety, but at the same time an unwanted form of harmful behavior with many negative consequences (diseases, accidents, violence, crime, health risks, etc.). For these reasons, the use of alcohol in scientific discourse is studied in various ways. This paper introduces to the Socio-environmental Context Model (SECM) (Ward 2011), which is based on the widely used Theory of Social Norms. SECM allows identifying the environmental impact of alcohol consumption and social norms related to it. Social norms are distinguished into two types: injunctive norms (acceptance of behavior in a particular group) and descriptive norms (behavior specific to a particular group). The influence of the various environmental factors identified by SECM is revealed in four dimensions: physical-geographical, temporal, social and personal-historical, which interacts simultaneously. Other aspects of relgion, social and economic status, and the formation of an individual’s gender identity can be easily integrated into SECM. Therefore, this paper aims to further expand approach to social norms by including a personal identity factor. Personal identity, especially for men, can be an essential part of alcohol consumption. The purpose of this paper is to construct a theoretical model based on SECM and the theoretical approaches of male identity, which would allow revealing a more comprehensive approach through various aspects of the environment and male identity.

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