Swipe for Your Right to Party: Gender, Social Structure, and Social Media in College Drinking Intensity

College drinking scholars have built a deep literature around the ways in which gender shapes drinking culture and its outcomes. Few have explicitly explored the way that gender combines with other structural attributes, like social class, and works through social media interaction to predict drinking intensity. We investigate the way gender, identity, and different types of social media involvement can help explain drinking intensity among college students at an institution with a strong party culture. A series of nested regressions show that men’s drinking intensity is more strongly associated with dimensions of male identity related to family social class and father’s political leaning. Furthermore, we find a complex relationship between drinking intensity and different dimensions of social media use. For both college women and men, there is a positive association between the intensity of use of general social media platforms and drinking intensity, but this association is not significant when accounting for their involvement in college party culture. However, after accounting for party culture involvement, our results suggest that use of apps related to hookup culture participation may represent an additional dimension that is associated with drinking intensity, a finding that seems especially prominent for some men. We conclude by discussing implications, limitations, and directions for future research