Changing patterns of alcohol consumption in Nigeria: an exploration of responsible factors and consequences

Alcohol consumption among different ethnic groups in Nigeria has a long history, especially among those groups where it was not forbidden by religion. In the traditional era, alcohol played complex roles in the socio-cultural relationships of different communities. It was used for rituals, marriage ceremonies, chieftaincy enthronements, etc. It was mainly consumed by male adults for pleasure while females and youths were culturally restrained from drinking. Excess consumption was not a norm and intoxication attracted negative sanctions. In the contemporary Nigerian society, patterns of consumption are changing rapidly following the socio-political and economic development of Nigeria, giving rise to new norms of alcohol use. This review examines the influence of disintegration of traditional values, nonregulation, advertising and other factors on these changing patterns of alcohol consumption. It concludes by exploring the consequences of these changing patterns and suggests some remedies for contemporary Nigerian society

Drinking game participation, gender performance and normalization of intoxication among Nigerian university students

Background: Most research on drinking games (DGs) and the associated risks focuses on Western countries. In the Nigerian context, DGs activity has not attracted scholarly attention but growing media reports indicate that Nigerian youths play DGs, and that a number of gamers have died during or immediately after game-playing. Methods: Drawing on gender performance scripts,we explored the performance of gender through DGs practices and the factors that motivate DGs participation. Thirty-one in-depth interviews were conducted with male and female college students (aged 19–23 years) at a university in south-eastern Nigeria. Results: The participants discussed the popularity of the DGs that students play on this campus, identifying the spaces where each game is played and the motivations for game-playing. Collective, contextual constructions of gender identities through ‘Fastest-Drinker’ DG were identified, and the participants also performed gender through ‘Truth-or-Dare’ and ‘Endurance’ DGs. Men dominated ‘First-to-Finish’ DGs, which are played at parties and bars, and consumed beer or stout, while women, who mainly played Truth-or-Dare games, drank spirits or sweetened alcoholic beverages. Boredom and fun seeking provoked game-playing among women while adherence to masculinity norms,which engendered the public performance of masculinity and gambling activities, motivated men to play DGs. To avoid ‘collective shame’, men's friendship groups provided support/care for inebriated game-playing members, but the immediacy of this support/care varied according to DGs type. Conclusion: DGs appear to normalize heavy drinking and the culture of intoxication on this campus. Measures to monitor alcohol sales outlets around campuses and interventions that target students' leisure spaces should be developed.This work was supported by a Mildred Blaxter Postdoctoral Fellowship from the Foundation for the Sociology of Health and Illness (R33409)

Drinking and Dropping’: On Interacting with Plastic Pollution and Waste in South-Eastern Nigeria

Nigeria is reported as having released up to 0.34 million tonnes of plastic debris into the ocean in 2010 and ranked ninth country in the world for pollution of the marine environment. It is a postcolonial, oil rich country where plastic is cheap and widely available. Currently there is no government policy regulating single use plastic products. Previous studies have identified university student residential areas as ‘hot spots’ for plastic waste. We used qualitative methods (focus groups and semi-structured interviews) to explore how students made sense of their single use plastics consumption (including ‘pure water’ plastic sachets) and analysed how young Nigerians interact with plastic waste. Students perceived plastic waste as malodorous, causing harm to human health and blighting environmental aesthetics. Students saw themselves as the cause of plastic pollution (as consumers) whereas plastic industries were framed positively as producers bringing progress and prosperity. Participants were open about their indiscriminate littering practices subverting other study findings where responsibility tends to be deflected (to policy makers, producers). While we are relying on self-reported behaviour, we found no obvious link between awareness of environmental harm caused by plastic pollution and students’ actions. Within this peer group of young Nigerians, it was not considered ‘normal’ or ‘cool’ socially to use waste bins or recycle. We suggest that further research is needed into how plastic pollution is made sense of in terms of lay understandings of miasmas; perceptions of public/private spaces and plastics as a signifier of modernity and enhanced social status.Centre for Global Lives, Brunel University Londo

The politics of alcohol policy in Nigeria: a critical analysis of how and why brewers use strategic ambiguity to supplant policy initiatives

The global call by the World Health Assembly (WHA) to control the rising alcohol-related problems caused by harmful consumption through policy became necessary in 2005 due to the recognition of the fact that many countries did not have alcohol policies. This gave rise to the adoption of a ten-point policy strategy by the World Health Organization (WHO) Member States in 2010. Against this backdrop, many countries adopted alcohol policies to reduce harmful alcohol consumption. Nigeria was one of the WHO Member Countries that adopted the resolution. Nigeria is among the 30 countries with the highest per capita consumption and alcohol-related problems, yet has not formulated alcohol policy to date. This paper draws on Eisenberg’s Strategic Ambiguity Model to explore the role of brewers in supplanting alcohol policy initiatives in Nigeria. It argues that the leading alcohol producers in Nigeria have been the main reason alcohol policies have not been formulated. The article focuses on why their campaigns for responsible drinking, promotions, sponsorships and ‘strategic social responsibilities’ may have increased since the WHA made the call and the WHO adopted the resolution in 2010. It concludes by arguing that there is an urgent need to formulate policies drawing from the WHO resolution to curtail the activities of these brewers and reduce harmful consumption

Intoxicating entertainment? The influence of "Star Music Trek" on the drinking practices of Nigerian students

Sophisticated marketing strategies are increasingly used by transnational alcohol companies in Nigeria. While this facilitates alcohol availability and encourages alcohol consumption, there are no effective policies to regulate alcohol marketing. This study draws on qualitative interviews with 31 Nigerian university students (aged 19–23 years) to explore some of the ways in which “Star Music Trek” (SMT, a brewer-sponsored music concert) establishes spaces that facilitate alcohol consumption among Nigerian youths. The data were analyzed to generate themes with the aid of NVivo 10 software. The article argues that although the rationale for attending the SMT event is to be entertained by famous artists for a reduced entrance fee, the event creates conditions that influence young people to use alcohol in diverse ways. Among nondrinkers, SMT establishes conditions that influence alcohol initiation because purchasing “Star beer,” the brand that sponsors SMT, not only serves as a ticket or gate pass to some of the concerts, but it is also the only brand sold at the event. Among those who use alcohol, SMT creates spaces that encourage a culture of intoxication because of the easy availability and accessibility of Star beer and promotional activities in the form of price reductions, raffle draws, and free drinks. The participants also discussed the ways in which the sponsor uses its marketing representatives to promote brand allegiance by encouraging attendees to favor Star beer after the concert. Overall, the findings reveal that SMT is a sophisticated marketing strategy to promote the Star brand. The study discusses the implications of the findings and concludes that effective national alcohol control policies should be formulated and implemented in Nigeria.The doctoral research, from which this article was taken was funded by the Tertiary Education Trust Fund (TETFUND)

Context and culture associated with alcohol use amongst youth in major urban cities: A cross-country population based survey

Background: Alcohol consumption patterns are dependent upon culture and context. The aim of this study was to interview people aged 18–34 year old living in four cities in different regions of the world to explore differences in a range of alcohol measures to assist in determining culturally appropriate alcohol initiatives for this age group. Method: Multistage random sampling was consistent across the four cities (Ilorin (Nigeria), Wuhan (China), Montevideo (Uruguay) and Moscow (Russia)). The questionnaire was forward and back translated into relevant languages and face-to-face interviewing undertaken. The data were weighted to the population of each city. Uni-variable analysis (ever consumed, first time consumed, age when drunk for first time, number of days consumed, type consumed) and logistic regression modeling were undertaken. The final model for each city was adjusted for age, sex, marital status, highest education and employment status. In total 6235 interviews were undertaken (1391 in Ilorin, 1600 in Montevideo, 1604 in Moscow and 1640 in Wuhan). Results: Alcohol was consumed by 96.4% in Montevideo, 86.1% in Moscow, 53.4% in Wuhan and 33.3% in Ilorin. There was very little difference by gender except Ilorin males were more likely to consume alcohol than females. Alcohol was consumed on more days for Ilorin males; Wuhan females consumed alcohol on the least number of days; Ilorin had the most abstainers; Montevideo and Moscow the highest proportion of light drinkers; Ilorin and Montevideo the highest proportion of heavy drinkers. Differences by type of alcohol were also apparent. The final logistic regression model provided different models including higher alcohol consumption rates for males, 25–34 years of age, divorced/separated marital status and employed part time for Ilorin respondents; males and higher educated for Montevideo; males, 25 to 29 years of age and higher educated for Moscow; and 25–29 years of age, non-married and vocationally trained for those in Wuhan. Conclusion: Alcohol consumption in these four cities does not increase with age as found in most high income countries. The alcohol consumption patterns during this stage of the life cycle are important to assess so that high level, as well as country-specific, planning and interventions can be implemented

Use of mixed methods designs in substance research: a methodological necessity in Nigeria

The utility of mixed methods (qualitative and quantitative) is becoming increasingly accepted in health sciences, but substance studies are yet to substantially benefit from such utilities. While there is a growing number of mixed methods alcohol articles concerning developed countries, developing nations are yet to embrace this method. In the Nigerian context, the importance of mixed methods research is yet to be acknowledged. This article therefore, draws on alcohol studies to argue that mixed methods designs will better equip scholars to understand, explore, describe and explain why alcohol consumption and its related problems are increasing in Nigeria. It argues that as motives for consuming alcohol in contemporary Nigeria are multiple, complex and evolving, mixed method approaches that provide multiple pathways for proffering solutions to problems should be embraced

The influence of alcohol industry-sponsored “Gulder Ultimate Search” reality television series on the drinking behaviors of Nigerian youths

Background: Alcohol consumption among youths and its related problems are increasing in Nigeria. Whilst one of the reasons for this is due to the marketing activities of the transnational alcohol corporations, there are no written national alcohol control policies that regulate alcohol marketing in Nigeria. Methods: This article draws on in-depth interviews with 31 Nigerian university students (aged 19–23 years) to explore the extent to which the “Gulder Ultimate Search” (GUS) reality television show influences alcohol consumption amongst GUS contestants, television audiences and those who participate in GUS promotional activities. Results: The results show that GUS was very popular amongst students and their knowledge of the reality show was high, to the extent that they were able to identify the particular alcohol company that sponsors the reality television program, the number of contestants that compete for the prizes in each season, and what can be won by the contestants or television viewers. GUS influences the drinking behaviors of contestants because one of the criteria for participation is to present 10 or more recently used “cans” of “Gulder beer” during the screening exercise. GUS also appears to influence the drinking behaviors of television viewers and those who participate in promotions due to product placement, direct advertisements and promotional activities that accompany the “Fan-Based Edition” aspect of GUS. Conclusion: Overall, GUS is a disguised marketing strategy to promote brand awareness, and to increase sales and consumption. Alcohol control policies that regulate event sponsorship and promote public health should be implemented in Nigeria

Clusters of alcohol abstainers and drinkers incorporating motives against drinking: a random survey of 18 to 34 year olds in four cities in four different continents

Objective: The aim of this analysis was to identify alcohol consumption clusters for adolescents and early adults according to attitudes to drinking, motivations against drinking and perceptions associated with alcohol. Method: Interviews were undertaken with people aged 18–34 years old living in four cities in different regions of the world. Multistage random sampling was consistent across the four cities (Ilorin (Nigeria), Wuhan (China), Montevideo (Uruguay) and Moscow (Russia)). The questionnaire was forward and back translated into relevant languages and face-to-face interviewing undertaken. The data were weighted to the population of each city. In total 6235 structured interviews were undertaken (1391 in Ilorin, 1600 in Montevideo, 1604 in Moscow and 1640 in Wuhan). Questions regarding motivation against alcohol consumption (14 items), assessing perceptions (3 items) and attitudes to drinking in certain situations (8 items) were asked of all respondents including abstainers. Factor analysis was initially undertaken to identify highly related correlated variables. Results: Cluster analysis provided a variety of clusters (Ilorin (3 clusters), Montevideo (5), Moscow (4) and Wuhan (4)). At least one cluster in each city was dominated by abstainers and another by heavy episodic drinkers. Variations by city and alcohol consumption patterns existed in regards to variables included. Conclusion: This analysis detailed the city specific motivations against drinking alcohol, and the attitudes towards alcohol consumption. Differences highlight the influence of country/city specific culture, customs, laws, societal norms and traditions

Learning to drink in Nigeria: Tales from Hollywood and Nollywood

In Nigeria, there is no concept of ‘counting your units’ nor are there nationally co-ordinated public health campaigns to challenge the normalisation of drinking alcohol ‘to excess’. With little or no regulation of the alcohol industry, transnational drinks companies are free to target students living on University campuses through promotions at sporting and social events.  These activities link drinking to attractiveness and fun. Recent figures show that increasing numbers of young Nigerians are drinking large quantities of alcohol and this may have significant health implications. Here we ask, what role might popular media in Nigeria play in normalising drinking to excess