A Case-study of Alcohol Consumption and of the Irish Public House in late Modernity Social processes that manifest themselves as cultural, economic and political constraints. A Thesis presented by Bridget Mary Cunningham BA. for the Degree of Doctor of Philosophy at National University of Ireland, Maynooth Department of Sociology October 2013 Head of Department: Professor Mary Corcoran. Supervisor: Dr. Eamonn Slater. Table of Contents Chapter 1. Introduction. page 1 1. 1. Alcohol consumption in Ireland: moving away from the problematic 3 1. 2. The social world of the drinker: a multi-dimensional approach 6 1. 3. The public house: a social history 12 1. 4. Drinking practices and places: a fusion of social processes 18 1. 5. Chronology of a sociological research project 21 Chapter 2. The Social World of the Drinker: a Sociological Complexity. 27 2. 1. A ‘social process’ approach to moderate drinking practices 27 2. 2. The social drinker: a ‘life-course perspective 31 2. 3. Alcohol consumption: a multiplicity of socio-cultural processes 35 2. 4. Cultural processes: a multi-dimensional perspective 38 2. 5. The Irish public house: a multiplicity of practices and processes. 43 2. 6. Economic processes: the distribution and consumption of alcohol. 49 2. 7. State and civil society: a corollary of political processes 54 2. 8. A ‘third place’ perspective of social drinking 57 Chapter 3. Methodology 64 3. 1. Formulating the research question 65 3. 2. Methodological considerations 68 3. 3. Literature review and documentary analysis 70 3. 4. Constructing a theoretical framework of analysis 73 3. 5. The qualitative (methodological) approach 76 3. 6. The research process 81 3. 6. 1. Participant observation: the case studies 83 3. 6. 2. The interviews. 86 3. 6. 3. Photographic representations 91 3. 7. Analysis of data 94 3. 8. The research methodology: an overview 96 i Chapter 4. Cultural Perspective: the Public House and Social Drinking 100 4. 1. The social morphology of the Irish public house 100 4. 2. The Irish public 4house: a history of transformation and stasis 108 4. 3. Modes of interaction in the social drinking environment 114 4. 4. Temporal perspective of social drinking 120 4. 5. The life-course dynamic: time, place and the life-stage position 125 4. 6. Environment in transition: disruption of conventional social drinking 129 4. 7. Changing Structural Forms that Establish New Social Norms 136 4. 8. Ireland’s changing consumption practices: the social context 138 4. 9. Contemporary tastes and practices: their impact on the public house 145 Chapter 5. Economic Dimensions of the drinks trade. 153 5. 1. The pub as a market-driven and profit-oriented business 154 5.2. Patterns of consumption and the pub as a consumer space 159 5.3. Economic strategies that re-define drinking spaces 165 5. 4. Integration of processes that underpin the social drinking environment 170 5. 5. Design and aesthetics 172 5. 6. Securitization: human and technological surveillance 177 5. 7. Knowledge: the application of information and expertise 179 5. 8. The re-spatialization of social drinking 181 5. 9. Reform of the drinks trade in a changing political economy 188 Chapter 6. Alcohol Supply and Consumption: The Political Approach 193 6. 1. Licensing laws and practices: a historical perspective 193 6. 2. Alcohol: social costs and benefits 196 6. 3. Political role of indigenous organisations and interest groups 199 6. 4. The Drinks Industry: operating within structural (statutory) boundaries. 206 6.5. Food hygiene regulations: the global (European) factor 210 6. 6. Directives that influence accessibility and security 214 6. 7. Consequences of regulation for the drinks trade and for drinkers 218 6. 8. Politicization of alcohol: the function of the State 222 6. 9. Political structures: defining micro-level experiences 226 ii Chapter 7. Structural Forms and Micro-level Social Drinking Experiences 234 7. 1. The Irish public house: perceptions and expectations 234 7. 2. Contextualising social change 241 7. 3. Impact of regulatory mechanisms on social drinking practices 245 7. 3. 1. Changing tobacco consumption practices 247 7. 3. 2. Implication of drink-driving restrictions 250 7. 3. 3. Equality legislation: consequences for the trade and for the drinker 255 7. 4. ‘Pub talk’: a unique discourse encompassing ‘topic’ and ‘narrative’ 262 7. 5. The bar-worker: a complexity of functional roles and responsibilities 268 7. 6. The Irish public house: changing paradigms of culture and consumption 272 Chapter 8. Conclusion 276 8. 1. Social drinking: a non-problematic practice? 276 8. 2. Drinking as an age-specific pursuit: the ‘life-course’ dynamic 282 8. 3. The Irish pub: a multi-functional space or a disappearing place? 285 8. 4. Transformative processes: their impact upon perceptions and practices 291 8. 5. The social costs and benefits of alcohol: an economic conundrum 295 8. 6. Social processes that construct the C21 social drinker 304 8. 7. 'Topic', 'research process' and 'methodology': a critical evaluation. 309 8. 8 The social world of the drinker: a summary 311 Bibliography 315 iii Photographic Images. Pages 4. 1. 1. ‘Pub Art’ 104 4. 1. 2. Humour 106 4. 1.3. Solitary Smoker 107 4. 2. 1. Internet Access Point 110 4. 2. 2. ‘O’Beirne’s’ Bar and Grocery 111 4. 2. 3. Groceries to the Right 111 4. 2. 4. Shop Counter on the Left with Access to the Bar 112 5. 2. 1. Poster Advertising 161 5. 3. 1. ‘Droicead Beag’ 166 5. 3. 2. ‘Elm Tree’ 167 5. 5. 1. South Pole Explorer 174 5. 5. 2. Beer Pumps 174 5. 8. 1. Gendered Space (1) 182 5. 8. 2. Gendered Space (2) 183 5. 8. 3. Dolan’s 184 5. 8.4. The Dinner Party 188 6. 6. 1. ‘Equal Status Act 2000’ 215 6. 8. 1. ‘Age Restriction’ Notice 225 7. 2. 1. The ‘drinks cabinet’ 243 7. 5. 1. ‘Hours of Business’ Notice 269 7. 5. 2. ‘Price List’ Notice 269 iv Abstract. Social drinking in Ireland is acknowledged as a ‘traditional and a ‘cultural’ pursuit. The social world of the drinker however, is constructed in a complex way that extends beyond the cultural sphere. Movement of people, commodities and ideas (global processes) are central to contemporary life-style choices and leisure activities. The economy at any given time (economic processes) has a direct bearing on sales and purchases of alcohol. Regulation of the drinks industry and of drinking practices (political processes) construct a legal framework within which drinkers and drinks providers are obliged to operate. Owing to the harmful effects of excessive alcohol consumption, social research understandably, focuses on the ‘problematic’ aspects of alcohol misuse, while ‘moderate’ or ‘social’ drinking practices are largely overlooked. A sociological approach that would address this oversight calls for a ‘social process’ methodology that extends beyond the negative elements of alcohol and instead encompasses the broader concept of social drinking. This project investigates the experience of the ‘social’ or ‘moderate’ drinker in Ireland from a cultural ‘life-course’ (Hunt, 2005) perspective that reveals how economic and regulatory processes are negotiated and experienced at the micro-level. Research was conducted during 2000-2005, a time of economic prosperity and optimism. Social conditions that impacted upon lifestyle practices and that transformed the drinking environment (public house) reflect changes in consumerist practices along with a strengthening of regulatory processes. Investigation of the public house as ‘cultural icon’ and as ‘third place’ (Oldenburg, 1999) of informal association reveals the political and economic frameworks within which it operates. This study of the social world of the drinker developed into three distinct themes: the definition of the social drinker, the metamorphosis of the Irish public house and the re-spatialization of social drinking practices. v Acknowledgements I wish to express my deepest gratitude to my supervisor Dr Eamonn Slater for his knowledge, encouragement and for his continuous support of my PhD research. As mentor he was inspirational, was generous with his time and proved a constant source of motivation. I would also like to thank the members of the Sociology Department, NUIM, in particular, Professor Mary Corcoran and Professor Sean O’Riain who were always supportive of my scholarship and of my research. To my family (especially Joanne and Michelle) and my friends, I wish to express my love and heartfelt appreciation. Without their constant presence and support this project might never have happened. vi Chapter 1. Introduction. The uses and misuses of alcohol have always been and still are a key source of concern in Irish society. Most recently, controversy surrounded Arthur’s Day celebrations on September 26th 2013. The music festival event sponsored by Diageo and which takes place in pub venues around the country gave rise to a robust debate. On the one hand a celebratory cultural ‘event’ was actively promoted while on the other hand the bringing into being of an ‘alcohol-fest’ was condemned. Since its inception in 2009 the live music festival sponsored by Diageo has developed into a major international event, which is heavily promoted by the company, and draws significant crowds into pubs. Yet a key message which the event signals is that alcohol is a necessary ingredient for the enjoyment of a cultural event. A significant rise in admissions to hospital A & E Departments on the night of September 26th indicates that an unintended consequence of the event is excessive alcohol consumption. Arthur’s Day has also been referred to as ‘pseudo national holiday’ that encourages excessive drinking (http://alexwhitetd.wordpress.com/2013/09/24/alex-whites-statement-on- diageos-arthurs-day/). Referring to the Arthur’s Day celebrations, Professor Frank Murray, chairman of the Alcohol Policy group of the Royal College of Physicians has also spoken out, stating that ‘with high rates of alcohol consumption and binge drinking, we don’t need another reason to drink’ (http://www.reuters.com/article/2013/09/24/ireland- 1 diageo-guinness-idUSL5N0HK32P20130924).