ABSTRACT
Although the imagery of pleasure is prevalent in Nigerian cultures, attitudes towards pleasure are mixed. Pleasure on the one hand is regarded as healthy and desirable but on the other hand also is considered destructive in excess. In fact, this ambivalence is descriptive of attitudes towards alcohol as well; the social consensus that favors integrated, social drinking similarly disapproves of excessive drinking. In this chapter, we examine beverage alcohol consumption according to the context-of-use approach advocated by Roche and Evans (1998); more specifically, we attempt to reveal the beliefs and social practices surrounding consumption and thereby understand the meaning that alcohol has for users in Nigeria. We conclude by making policy recommendations in line with the specific images of drinking and pleasure prevalent in Nigerian society.
