ABSTRACT
This chapter explores the connections between alcohol consumption, social media practices and identity construction for young women. It then argues that social network sites (SNS) provide a new and expanded public drinking space which interweaves online and offline experience to provide a platform for fun, social belonging and the curation of identity. The changed spatiality and temporality of young women's drinking has implications for identity construction and gender relations most visibly in understandings of femininity. The enactment of femininity and consumption now extends across physical and virtual space. Young women are avid users of social network sites and use them more often and in different ways to young men. The chapter outlines the contradictory social terrain young women negotiate as they drink with friends and the corporate interests of alcohol companies and advertisers who view young women as an increasingly important market segment.
