You Are What You Buy (Teenagers’ Identity on Myspace)

I think a profound thing I have found during my research on Myspace advertising is the fact that these advertised products are closely associated with teenagers’ identity. This is nothing new (when I was in middle school everyone’s shirts had to have an “Abercrombie” label to be cool and I didn’t understand it; the shirt was just a walking billboard for the clothing company)  but now it is through a new medium – Myspace! danah boyd (yes, the non-capitalization is intentional), the leading research on social networking from Harvard says, “Identity is not constructed in a void. Much of how teens view themselves is connected to the media around them.” In my experience, English teachers seem to love an expression when it comes to writing: don’t tell them – show them. You could probably apply this concept to how teenagers present their identity on Myspace as well. A teenager will lists his favorite t.v. shows (maybe The Office, South Park, or Scrubs) to display that he has a good sense of humor instead of saying, “I love to laugh.”

Just like my peers from middle school, teenagers on Myspace are benefiting the products they identify with. It’s free advertising and especially with teenagers (or even adults), I’m sure it is a powerful and convincing tool. If “cool” teenagers are watching a certain movie, listening to a particular band, or wearing a specific brand of clothing, their friends are apt to do the same thing. The view then becomes, instead of “you are what you eat” but rather “you are what you BUY.”

April 12, 2009. Uncategorized.