Blog #12 - The Outline

I. Is social campaigning on college campuses an effective way of dealing with binge drinking?

A. Introduction
1. stats to show that binge drinking is a problem; include definition of binge drinking
2. results to show that social influences are a strong determining factor to binge drinking (Neighbors)
3. Introduce what social marketing is. Comes from social norms theory (explain what this is and where it comes from).
4. State Thesis. Should not be used because it is not convincing or effective for students.

B. Those who believe social norms programs are an effective way of dealing with college binge drinking.
1. (Perkins article). Students became exposed to messages and posters that emphasized healthy, responsible drinking habits. Meant to correct misconceptions about the amount of alcohol students drink and how often they drink, and promote safe behaviors when drinking (like not leaving a friend alone if passed out or drunk driving).
a. messages were placed on posters, in newspapers, and in ads.
b. was originally for freshman, but spread to rest of undergraduates
c. helped dramatically reduce negative consequences resulting from drinking as well as blood alcohol levels. The more often students saw these messages, the more their alcohol related consequences decreased.
i. “The proportion of students reporting no consequences increased substantially from 33% in 2001 to 51% in 2006, whereas the prevalence of multiple consequences declined from 44% to 26% in the same time frame” (89).
2. RU Sure campaign: acts as case.

C. Those who don’t believe social norms programs are an effective way of dealing with college binge drinking
1. Students may ignore it; advertisement is not clear. Cannot distinguish purpose. (Russell: Done Four Project)
a. May think it’s another zero-tolerance message. (Wechsler)
2. Is not an easy fix to college drinking behavior. Drinking behavior is ingrained within the college culture. (Malcolm Gladwell)
3. Hard to address typical college student when there are so many different types.
4. Statistics may be faulty or presented in a misleading way. (RU Sure campaign)
5. Answer to Thesis: social norms programs are not effective


D. Solutions: ways to prevent college binge drinking right now
1. enforce rules and regulations more strictly, esp. underage drinking
2. limit access to bars and restaurants where underage drinkers could gain access; make sure alcohol is not being sold at cheap prices to students
a. “wet” environment are prominent around college campuses (Taking Up Binge Drinking…Influences of Person, Social Group, and Environment)
b. students who are exposed to this wet environment are more likely to binge drink (Weitzman, Nelson, and Wechsler)
3. new housing at colleges that promotes “dry” environment or enforce rules in college housing (fraternities and sororities).
4. More research for more consistent results