Professor Christine Griffin delivers inaugural lecture on young people’s identities
30 June 2011
Christine Griffin (Professor of Social Psychology) delivered an inaugural lecture titled: Drinking, music, having fun and stuff: The importance of identity and belonging in young people’s lives.
The lecture focused on Professor Griffin's research about young people's everyday lives and what is important to them.
Christine argued that young people are usually most concerned with fitting in, with where they belong in psychological and social terms – and with having fun. However, young people in affluent western societies are the target of substantial marketing campaigns that take full advantage of this in their advertising, branding and marketing of a range of products.
Some of Christine’s recent research has further explored this area in relation to ‘pester power’, young people’s alcohol consumption, commercial sponsorship of music festivals – and the significance of David Beckham.
Her research was conducted through a series of informal face-to-face interviews with individuals and groups of young people, their parents, teachers, employers and friends, along with observation of their everyday activities at school, home, in the workplace, and during their leisure time.
Findings from Professor Griffin’s research will help inform and develop alternative health, welfare and education campaigns. It will also raise awareness of the diverse perspectives of young people and encourage adults to be less judgemental.
Download MP3 of lecture [25MB]