Once a teen has been identified as part of the 'target market,' he knows he's done for. The object of the game is to confound the marketers, and keep one's own, authentic culture from showing up at the shopping mall as a prepackaged corporate product.
Interpretation
The quote highlights the struggle of maintaining individuality in a market that seeks to define one's identity for profit.
Douglas Rushkoff's quote emphasizes the challenge faced by teenagers who, once identified as part of a particular consumer group, become targets for corporate marketing. This process often leads to the commodification of their authentic culture, transforming unique identities into commercial products designed to appeal to mass consumerism. The essence of the quote is a call for teens to resist this marketing manipulation and preserve their genuine selves against corporate influences.
In practice
This quote is perfect for a discussion on consumer culture in a marketing class.
Like most early enthusiasts, I always thought the way the Internet encouraged multitasking made users less vulnerable to manipulation, while simultaneously exploiting even more of our brain's capacity than before. Apparently not.
The faux now of Twitter updates and things pinging at you - all the pulses from digitality that we try to keep up with because we sense that there's something going on that we need to tap into - are artifacts, or symptoms of living in this atemporal reality. And it's not any worse than living in the 'time is money' reality that we're leaving.
Treating an age group as a demographic requires coming up with something that's common to every single one of them. Right?... So it's reductionist in that it reduces an entire segment of civilization down to one person with one habit.
Brains are tricky and adaptable organs. For all the 'neuroplasticity' allowing our brains to reconfigure themselves to the biases of our computers, we are just as neuroplastic in our ability to eventually recover and adapt.
As popular culture becomes more presentist, we move away from entertainment as the vicarious experience of a narrative - as watching someone else's story - and much more toward enacting one's own story. Moving away from myths and toward fantasy role-playing games, away from movies and toward videogames.
The first step toward maintaining autonomy in any programmed environment is to be aware that there's programming going on. It's as simple as understanding the commercials are there to help sell things. And that TV shows are there to sell commercials, and so on.
Some people see Black Friday as a much-needed break for their wallet. I see it as retail outlets showing the customers the full weight of their contempt. The frenzy to buy cheap crap from China, the human downgrade of people fighting with each other over items they can probably live without, to me, is an insult.
Later, she would remember these years, and realize with astonishment that she had, by fifteen, decided on most of the assumptions she would carry for the rest of her life: that people were essentially not evil, that perfection was death, that life was better than order and a little chaos good for the soul. Most important, this life was all. Unfortunately, she forgot these things, and had to remember them the hard way.
She was an absolute genius as a comedic actress, with an extraordinary sense for comedic dialogue. It was a God-given gift. Believe me, in the last fifteen years there were ten projects that came to me, and I'd start working on them and I'd think, 'It's not going to work, it needs Marilyn Monroe.' Nobody else is in that orbit; everyone else is earthbound by comparison.
And ain't I a woman? I have borne thirteen children, and seen most all sold off to slavery, and when I cried out with my mother's grief, none but Jesus heard me! And ain't I a woman?
Teenagers are free verse walking around on two legs.
The most moving responses I got to my coming out in the first place was people, like teenagers, letting me know that it made their lives easier in some way.
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