Alkoholi osana kokonaiselämystä: Rockfestivaalikävijöiden alkoholinkulutusdiskurssit
Keywords:
festivals, discourse analysis, alcohol, consumer culture theoryAbstract
Rock festival visitors’ discourses about alcohol consumption: a consumer culture theory (CCT) point of viewThis study examines rock festival visitors’ discourses on alcohol consumption from the consumer culture theory (CCT) point of view. The discourses were studied using 42 experience descriptions and 24 empathy-based stories. The informants were not asked to write about the use of alcohol per se; the numerous references to alcohol were spontaneous. Four different discourses were identified: positive discourses of social drinking and liberalism, and negative discourses of exploitation and drunkards. In the discourse of social drinking, visitors were having a good time while consuming alcohol with friends and acquaintances. Discourse of liberalism described a dream festival where everyone could drink one’s own drinks or where the licensed areas were not oppressively fenced; instead, it was possible to wander around with a beer can in one’s hand. Discourse of exploitation was, first and foremost, speech about overpriced alcohol sold in the festival area. Visitors protested against this. Discourse of drunkards described trouble-makers who drank too much. According to the results, the rock festival organizers could improve visitor experiences by paying attention to the circumstances related to alcohol consumption.
