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Young adults regularly engage in heavy drinking episodes with friends and share these practices via digital images and ongoing interactions on social media. This study explored the meanings and values that young adults attach to Facebook social media photo-sharing practices around drinking and socializing, and how these practices were gendered, in what ways, and with what effects. We conducted 24 friendship discussion groups (64 females, 41 males) and 15 individual interviews (10 females, 5 males) in which participants showed and discussed their (screen-recorded) Facebook pages. Analyses demonstrated that drinking photos facilitated valued forms of sociality, visibility, and popularity for all participants, but the labor involved in preparing for, taking, selecting, uploading, tagging, and untagging drinking photos was heavily gendered. The tensions inherent in performing femininity within the “culture of …