Network 'norms' or 'styles' of 'drunken comportment'?

Much of what is qualitatively known about alcohol consumption derives from anthropological studies, focusing on the macro or structural level, involving cultural 'norms' within either 'wet' or 'dry' societies. However, we argue for a meso, social network rather than 'societal' level of analysis and a focus not on societal 'norms', but on 'styles' of 'drunken comportment' within these networks. Although most 'drunken comportment' is acknowledged as excusable by the fact that alcohol has been consumed, some networks place a tighter 'within-limits' boundary on their own behavior than others. We illustrate this through the talk of two girl groups within the same social network in a secondary school, who both consume alcohol as a means of performing sociability. Both groups claim 'disinhibition' as a primary goal of alcohol consumption, but important differences are observed in placing 'limits' on 'disinhibition', especially with regards to subsequent sexual behavior. This highlights inadequacies for health promotion programmes.