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Using qualitative research to explore an online community designed to reduce alcohol misuse and improve health and wellbeing
Conference presentation

Using qualitative research to explore an online community designed to reduce alcohol misuse and improve health and wellbeing

Florin I Oprescu
2012 University Research Conference Program Book, p.17
USC Research Conference, 2012 (Sunshine Coast, Australia, 09-Jul-2012–13-Jul-2012)
University of the Sunshine Coast
2012
url
https://www.usc.edu.au/View
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Abstract

Public Health and Health Services health and wellbeing alcohol misuse
Sixty percent of young men and 44% of young women in Australia engage in risky levels of alcohol consumption every month (Australian Institute of Health and Welfare, 2010) the resulting cost (direct and indirect) due to alcohol were estimated to be over $15 billion (Collins, 2008). Harms associated with alcohol misuse by young people include passing out, memory loss, accidents, injuries, crime, unwanted/ unprotected sex, financial difficulties, social conflicts, low self-esteem and poor performance in school and outside school (Rickwood, Goerge, Parker & Mikhailovich, 2011; Kypri, Paschall, Langley, Baxter, Cashell- Smith & Bourdeau, 2009). Hello Sunday Morning (HSM) is an Australian web-based alcohol reduction online community that has been lauded by the National Cooperative Research Centre for Young People, Technology and Wellbeing (Burns, 2011) as an exemplary and innovative health promotion initiative that is resulting in positive health related outcomes for many individuals, who would otherwise be at high risk for alcohol misuse, addictions and other risk behaviours associated with binge drinking. To learn more about the community and what makes it attractive for members a qualitative research methodology based on social constructivist theory has been employed to explore the content of 200 randomly selected first blog posts. Results indicate that 86% of HSM members joined the community to tackle their alcohol (mis)use, 42% joined in for the challenge, and 22% to address self-image issues. Barriers to behaviour change identified by HSM members include social norms (44%) and lack of self control (28%). HSM seems to be successful in engaging its members by providing a healthy challenge, by providing inspiration through connected public blogs and by providing support. It is suggested that qualitative health research can generate valuable evaluation data, a better understanding of the social construction of alcohol consumption and a better understanding of online-based health promotion initiatives.

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