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[14 MAR 00] COVENTRY UNIVERSITY PRESS RELEASE
Research Shows That Coventry Girls 'Just Wanna Have Fun'

Research conducted by Coventry University Communication, Culture and Media students into the social habits of the young women of Coventry, confirms the recently published findings of the Office of National Statistics' General Household Survey.

The Government survey found that nationally there was a growing culture of independent women who drink more and go out regularly - and research conducted by Coventry University students shows that the women of Coventry are no different.

The researchers, Stephen Brookes, Heather Whitbread, Pietro Lo Guidice and Nisar Hussein, found that drinks manufacturers were recognising the increased spending power of young women and their growing tendency to socialise - and targeting them accordingly.

Drinks manufacturers seem to be seizing the new opportunities for the sale of bottled 'designer' beers and drinks which are particularly popular with women.

But it is not just about drinking expensive beers.

"It is about power and showing it in ways that men have done traditionally, by propping up the bar and engaging in the conspicuous consumption of alcohol"

said Stephen Brookes.

Groups of young women often make up the highest proportion of customers in Coventry's city centre - especially with the advent of new 'female friendly' bars in the City.

"Changing ideas about what is acceptable for males and females has more than a cultural dimension, it is also about economics, for example the growing financial independence of young women with good salaries and career prospects. Economics generally underpins every shift in the battle of the sexes"

comments Dr Ruth Cherrington, who has supervised the students' research.

"As more 'female friendly' drinking places open in the city, young women may increasingly outnumber their male counterparts. The negative effects may be more drink-related problems among women - but at the moment it
seems that Coventry girls 'just wanna have fun!'"

concluded Dr Cherrington.

MORE INFORMATION:
Cyrrhian Macrae or Floyd Jebson  024 7688 8352

 

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CWN / Education / Universities / Coventry University / 14 Mar 00

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