A Study of The Impact of Media on Teenagers as Depicted in Alissa Quart's Novel Branded: The Buying and Selling of Teenagers

Introduction

Teenagers have always been important to brands because they tend to be early adopters and because, generally, their brand preferences aren't yet firmly defined. Alissa Quart explores the relationship between teenagers and the media in her novel Branded: The Buying and Selling of Teenagers (Quart, 2003).

Analysis of Quart's Novel

Branded: The Buying and Selling of Teenagers is divided into three main sections: “branding,” “self-branding,” and “unbranding.” The first section explores the premise that teens are being directly exploited by corporate advertising agencies. Quart (2003) argues that advertisements cause teens to develop a strong attachment to a company’s reputation. Because they want to assume that reputation, they show intense public support for that company. Gradually, we are introduced to various forms of “branding,” including product placement on TV and “flawless” models in magazines. Quart’s next section focuses on the notion of “self-branding.” She ventures to say that choosing the university that you’ll attend is, in fact, a form of branding. What else is considered branding? Keeping a blog, memoir, or any form of social media is considered falling victim to “corporation’s advertising conspiracy.” Her final section focuses on helping the general populace become unbranded by showcasing youth who have “escaped the confines of market branding” and are taking a stand against it. Unfortunately, she also suggests that it's typical of these kids to be homeschooled or 'unschooled,' insinuating that gaining any form of post-secondary education makes you shallow and fake. Grades and college, it seems, are only for the branded masses.

Critique of Quart's Assumptions

The common adult assumption that Quart makes, that teenagers “these days” are simply sheep following a herd, is completely inaccurate. Yes, branding and the media can have a negative effect on a youth’s psyche, but saying that all teenagers are burdened with the oppression of lofty corporations is just too broad a generalization. Today's teenagers are not merely listening to what the media and older generations are telling them is cool. Instead, they are actively discovering trends and deciding for themselves.

Reflection in Modern Music

Modern music is even beginning to reflect these opinions. The song “Royals” by Lorde is most likely a song that you’re familiar with because it hit the top of the charts in 2013 (Lorde, 2013). The piece is written with the average teenager in mind, and the fact that it’s a “top 20” pop song proves just how much the average teenager can relate to it. The lyrics of the song reject the notion that modern teens are obsessed with brand-name products. Lorde compares the relationship between society and big business products with a harmful emotional relationship, “We don’t care, we aren’t caught up in your love affair.” She also relates that her friends value more than just the lavish lifestyles that come with trademark products. “That kinda luxe just ain’t for us. We crave a different kind of buzz,” meaning that they have other ways of finding their happiness instead of giving into that temporary “buzz.” She then goes on to name various brand names that mean little to her: Cadillac, Gray Goose, Maybach, Cristal.

Conclusion

There is no doubt that teenagers these days are bombarded with brand-name products, marketed and targeted specially to fit their desires. However, the youth of today are beginning to better understand the dangers of cocksure advertisement and its unhealthy effect on their society. Older generations may have had to struggle with the stresses of self-branding, but our generation is here to change that. No longer are we labeled and unjustly stuffed into boxes. With our acute disregard for brand-name products, our generation has developed the perfect equation for subtly challenging the typical young Hollywood caricature - you, do you.

References

Quart, A. (2003). Branded: The Buying and Selling of Teenagers. Basic Books.

Lorde. (2013). Royals. On Pure Heroine [CD]. Universal Music Group.