The Stigma of Alcohol Use Among Young Women in a Mediterranean Drinking Culture: A Qualitative Study

The objective of this study was to examine the perspectives and culturally embedded experiences associated with the stigma of women consuming alcohol in Italy. A total of 80 Italian women (aged 18–28) with varying drinking profiles were selected to participate in focus group interviews. The interviews were subjected to a thematic analysis in accordance with the social process of stigma as delineated by Link and Phelan (2001). The findings revealed the pervasiveness of gendered social expectations regarding alcohol consumption, which are deeply embedded in broader societal relations between men and women. These relations are typified by the presence of double standards, power inequalities, and patriarchal narratives. Those who deviate from the social expectation of moderate drinking are at risk of being described as a deviant subgroup, separated from the mainstream, labeled using derogatory terms, objectified, and stereotyped as sexually promiscuous, unintelligent, and unfeminine. In conclusion, their moral character is called into question, and they face social disapproval and exclusion. Furthermore, they are more readily held responsible for experiencing sexual violence when drunk (status loss/discrimination). The findings can inform the development of stigma-informed alcohol prevention interventions and policies in countries that share similar collective gender expectations about alcohol use.