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

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.

The book has three main sections, entitled “branding”, “self-branding” and “unbranding.” The first of the three sections explores the premise that teens are being directly exploited by corporate advertising agencies. Quart argues that advertisements cause teens to have a strong attachment to a company’s reputation and because they want to assume that reputation, they show intense public support with 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 populous become unbranded by showing the reader youth who have “escaped the confines of market branding,” and are taking a stand against it. Unfortunately, she also says that it's typical of these kids to be home schooled 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.

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 listening to what the media and older generations are telling them is cool. Today's teens are discovering trends and deciding for themselves.

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. 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 thought 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.

There is no doubt that teenagers these days are bombarded with brand name products, marketed and targeted specially to fit their desires. But the youth of today are beginning to better understand the dangers of cocksure advertisement and it’s 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.