ABSTRACT
Why is binge drinking so common among university students? In this chapter, we will study binge drinking as a cultural phenomenon, as something that is driven by norms. The main aim of the chapter is to introduce you to key concepts, theories and findings on norms. This chapter starts with what some people regard as a social problem, namely excessive alcohol intake by college students (6.1). Often, students indicate that they do so because drinking is seen as “something you should do.” This is an example of a social norm (6.2). I introduce social control theory, which explains when and why people adhere to social norms (6.3). Then, I describe two other types of norms, namely: “internalized norms” (6.4) and “legal norms” (6.5). I then ask how norms emerge. It is argued that certain types of norms often emerge for good reasons, that these norms solve problems of collective behavior and hence benefit the group. Sociologists argue that injunctive norms solve cooperation problems, whereas descriptive norms provide solutions to coordination problems (6.6). I will then review cases of existing norms that do not benefit the collective, or may even cause harm. In discussing these cases, I will identify two mechanisms that scholars have proposed to explain such “unpopular norms,” namely cultural inertia and pluralistic ignorance (6.7). At the end of the chapter, I will apply the insights of this chapter to understand changes in fashion, habits and traditions (6.8).
