Networked Kids and the Formation of Contemporary Consumer Identities

Helene de Burgh-Woodman, University of Notre Dame, Australia
This paper investigates how terms like consumer, end-user develop resonance for the first generation of “kids” to grow up experiencing multiple marketing channels and networked information sources. Via a discourse analysis of focus group/interview data, the paper extends understandings of how kids negotiate the marketplace and enact complex identity-building practices.
[ to cite ]:
Helene de Burgh-Woodman (2014) ,"Networked Kids and the Formation of Contemporary Consumer Identities", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 282-287.