Engaging dissensus: Innovating social change

Alcohol and its consumption across western societies occupies contested space. On the one hand, alcohol signifies leisure, pleasure, and acceptance when consumed in moderation. In fact, the majority of Australians consume alcohol within acceptable limits (AIHW, 2017). Yet when consumed excessively, alcohol signifies condemnation, unacceptability, and disorder. These tensions reflect continual dissent about whether or not alcohol is consonant with health or well- being, what needs to be done, and with whom it needs to be done, or for. Resulting from this contestation is a bifurcated alcohol social change landscape dominated by institutionalised norms that both legitimise and delegitimise potential change opportunities (Kennedy, 2015). For example, alcohol industry ‘responsible drinking’ campaigns targeting moderate drinking are contested by health stakeholders who question such approaches as credible solutions or a relevant road map for creating a more positive future to a safe drinking culture.