James Morris

Dr James Morris is a Visiting Scholar in the School of Applied Sciences at London South Bank University (LSBU), where he joined in 2020 as a Research Fellow for the Centre for Addictive Behaviours Research. He holds a PhD from LSBU (awarded 2020) and maintains dual roles as Alcohol Programme Manager at the Department of Health and Social Care since 2020 and former Director of The Alcohol Academy (2009-2020).

His educational background centers on a PhD in addictive behaviors research completed at LSBU between 2016 and 2020.

Dr Morris's research program critically examines alcohol problems through the lenses of stigma, framing, and problem recognition among harmful drinkers—a largely non-help seeking population. He investigates how low problem recognition and social stigma create barriers to intervention, with particular focus on identity management and defensive processing mechanisms. As Chair of the New Directions in the Study of Alcohol Group, he fosters interdisciplinary dialogue and hosts the 'alcohol problem' podcast to bridge academic research and public understanding. His work directly contributes to UN Sustainable Development Goals related to health and well-being.

Analysis of his 28 publications (2020-2025) reveals a cohesive research trajectory examining sociocultural dimensions of alcohol use through mixed methodologies. His work spans qualitative focus groups, meta-syntheses, digital interventions, and policy analysis, consistently addressing how language, framing, and stigma shape public perception and policy development. Key thematic clusters include the psychology of denial among heavy drinkers, critical evaluation of alcohol terminology, and innovative approaches to changing public discourse on alcohol harm.

No scientific awards are documented in the available information.

While no formal advisees are listed, Dr Morris demonstrates significant leadership through external appointments: directing The Alcohol Academy (2009-2020) and currently managing national alcohol programs at the Department of Health and Social Care. His policy-focused work represents substantial grant-equivalent impact through government-commissioned initiatives and public health strategy development.

His primary research base is LSBU's Centre for Addictive Behaviours Research, complemented by leadership of the New Directions in the Study of Alcohol Group—a collaborative network advancing critical perspectives on alcohol problems. The 'alcohol problem' podcast extends this work into public engagement, creating a dynamic platform for translating research into accessible discourse while challenging stigmatizing narratives in both academic and policy spheres.