Social media platforms as a photo-elicitation tool in research on alcohol intoxication and gender

AIM: This methodological article aims to describe the use of comparative social media platforms within a photo-elicitation (PE) activity as part of a multi-method interview-based study on the gendered meanings of alcohol intoxication among young adults (aged 18–25 years, n = 200). METHOD: Early interviews revealed social media as a particularly engaging topic for participants, and discussions of social media exposed relevant issues that often were not discussed in other sections of the interview guide. By embedding photos of young people drinking within three social media platforms with photo-sharing capabilities – Instagram, SnapChat and Facebook – we elicited narrative data revealing important aspects of the meanings of intoxication and providing information on how participants manage and judge drinking behaviours shared through online social networking systems (SNS). CONCLUSIONS: Given that social media use and photo-sharing are so common, familiar, and endemic among young people, to ignore this feature of contemporary social interaction would have limited our exploration of meanings of intoxication. We suggest that embedding existing methods, such as photo-elicitation, into social media contexts that are salient for youth may be a valuable strategy for providing a more comprehensive approach for investigating contemporary social issues.