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.
There is nothing about resilience that I can say that my father did not first utter silently in eighteen years of living inside a two-dimensional cutout of himself.
In the nineteenth century the problem was that God is dead. In the twentieth century the problem is that man is dead.
The Greeks understood that mind and body must develop in harmonious proportions to produce a creative intelligence. And so did the most brilliant intelligence of our earliest days - Thomas Jefferson - when he said, not less than two hours a day should be devoted to exercise. If the man who wrote the Declaration of Independence, was Secretary of State, and twice President, could give it two hours, our children can give it ten or fifteen minutes.
I remember when my mother, Shyamala Harris, bought our first home. I was thirteen. She was so proud, and my sister and I were so excited. Millions of Americans know that feeling of walking through the front door of their own home for the first time - the feeling of reaching for opportunity and finding it.
His conviction of having no purpose in life other than to act as a distillation of poison was part of the ego of an eighteen-year-old. He had resolved that his beautiful white hands would never be soiled or calloused. He wanted to be like a pennant, dependent on each gusting wind. The only thing that seemed valid to him was to live for the emotions--gratuitous and unstable, dying only to quicken again, dwindling and flaring without direction or purpose.
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