Episode 12: Commercially driven norms around drinking with Emeka Dumbili

Money Power Health with Nason Maani

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The alcohol industry is a significant commercial determinant of health, shaping global consumption patterns through aggressive marketing, lobbying against regulation, and expanding into new markets, particularly in low- and middle-income countries. With its substantial influence on policymaking and public perceptions, the industry has contributed to a global burden of alcohol-related harm, including chronic diseases, injuries, and social issues.

In this episode, we are joined by Dr. Emeka Dumbili, a sociologist with a central interest in the shaping of social norms regarding substance use, to discuss the ways in which the alcohol industry is seeking to shape social norms around drinking in West Africa.

Emeka is an Assistant Professor and Ad Astra Fellow at University College Dublin. He completed his PhD in the Department of Sociology and Communications, Brunel University London, exploring the interplay between media consumption, the gendering of alcohol, and aspirational drinking amongst young people. He held a lectureship position at the Department of Sociology and Anthropology, Nnamdi Azikiwe University, Awka, Nigeria. He was a Georg Forster Research Fellow of the Alexander von Humboldt Foundation, Germany. Between 2016 and 2017, he was a Mildred Blaxter Postdoctoral Fellow at Brunel University London. In 2019, he was awarded the ACU (Association of Commonwealth Universities) Blue Charter Fellowship to explore plastic pollution in Nigeria.

Some recent articles by Dr Dumbili and colleagues:

"Alcohol industry-sponsored music festivals, alcohol marketing and drinking practices among young Nigerians: Implications for policy" https://www.sciencedirect.com/science/article/pii/S0955395924000690?via%3Dihub

"Perspectives of community leaders/members on factors hindering alcohol regulation in Nigeria" https://www.tandfonline.com/doi/abs/10.1080/09687637.2023.2247540

"Making sense of ''drink responsibly'' messages: Explorations of the understanding and interpretations of young Nigerians who use alcohol" https://pubmed.ncbi.nlm.nih.gov/35290927/

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