Discovering one’s identity is a significant challenge for young adults and teenagers in today’s society. Essays like “The Thing About Thongs” by Claudia Wallis, “What’s Changed?” by Jane Hammerslough, “The Man behind Abercrombie & Fitch” by Benoit Denizet-Lewis, and “Urban Warfare” by Hillary Chura offer important insights on this subject. It is during this phase that younger generations face the greatest difficulty in understanding their own sense of self. Because they fear being rejected, children nowadays feel compelled to yield to peer pressure and meet their friends’ expectations.
Currently, if individuals feel the necessity to be part of a community, they must navigate the ways in which those individuals live and perceive things. Chura argues that one must personally encounter a particular lifestyle in order to truly understand it; “if you don’t live the lifestyle, you don’t know, and it becomes very, very apparent very quickly” (339). In today’s society, there exists a great variety of lifestyles that comprise various groups of individuals. As children grow into adolescence, they face the influence of their peers. They may feel compelled to try activities they are pressured into engaging in.
According to Wallis (325), the most intense period of peer pressure occurs during the pre-teen and young teen years, specifically between fifth and eighth grade. As a result, kids today feel compelled to conform to the majority in order to avoid social isolation. The early years of middle school are particularly critical for self-discovery, but peer influence often dictates how they behave. The constant pressure from peers, such as the expectation to join a specific group or face alienation, can be extremely challenging for children.
Teens have an innate desire to be part of a group and will frequently change their preferences to fit in. Currently, media outlets are specifically targeting young adults and teenagers, forcing companies to seek innovative advertising methods. Presently, young adults and teenagers incorporate technology into their daily routines, creating a convenient avenue for companies to tailor ads to them. In Kenneth Hein’s “The Age of Reason,” it asserts that companies must discover fresh approaches to captivating the attention of young adults and teens, as they represent the most engaged demographic globally (345).
Businesses are continuously searching for creative methods to promote their products and enhance brand recognition. To capture consumers’ attention in an ever-evolving advertising landscape, companies must adapt their strategies. According to Chura (338), businesses have adopted techniques reminiscent of record company promoters by utilizing street teams that directly engage with consumers. The rise of technology among teenagers and young adults has provided companies with an opportunity to utilize it as a platform for advertising.
When logging onto a computer or watching a movie, one is constantly exposed to advertisements for various products. Change, whether desired or not, is an ongoing presence. According to Wallis’ essay, children are developing awareness of their sexuality at younger ages while remaining non-sexually active. The current generation is being introduced to diverse sexual concepts from an early stage.
Some parents may feel that it is not suitable for young children to be exposed to certain sexual concepts, including their own sexuality. Nonetheless, change is a constant and can occur rapidly. According to Hammerslough (314), change happens regardless of our preferences. What was once considered unthinkable in the parents’ era might now be commonplace. This can pose difficulties in communication and comprehension between parents and their children. Young individuals frequently dedicate considerable time and resources to discovering their own identity.
The youth of the world is constantly admired for their fashion choices, as they strive to express themselves while fitting in. Kenneth Hein’s article “The Age of Reason” highlights the increasing amount of money that young adults and teens are spending on themselves. He specifically mentions Brandon and his peers, who are projected to spend an impressive $175 billion on personal expenses this year. It is clear that young adults, including Brandon, are willing to invest significant amounts of money to discover their true identities.
There are various ways for individuals to express themselves, such as by fitting in through brands. Brands can convey multiple meanings that peers associate with them: Wearing Abercrombie, for example, can signify masculinity, athleticism, and inclusion in the popular group of boys without needing to say a word. This may explain why the brand is favored by some gay men who wish to signal their non-effeminacy. However, due to the constructed and commodified nature of A&F’s vision (and because their products emphasize perpetual boyhood rather than manhood), there is also an oddly emasculating aspect to it.
In his article, Denizet-Lewis (368) argues that the perception of Abercrombie & Fitch’s (A&F) version of masculinity in the 1950s is seen as restrictive and overwhelming, contrasting with the desired ideal. A&F lacks the traditional qualities associated with manhood, such as independence and maturity. Brands like A&F carry various meanings for individuals and act as a means to project desired images. These brands play a significant role in the lives of young adults as they navigate their identities, whether by appearing youthful yet mature or athletic. Understanding that clothing choices do not necessarily define one’s true self takes time.
Young adults often spend money on themselves in hopes of discovering their true identity and place in the world. This task, however, can be challenging. Brands can serve as a tool for young adults to explore their identity. Throughout history, cultures have assigned significance to certain objects that represent their dreams or desires. In his essay “The Cult You’re In,” Kalle Lasn raises the question of what it means when an entire culture shares the same dream, suggesting a shared belief in objects and symbols across cultures. This belief has been passed down through generations, as Hammerslough (313) acknowledges that “For thousands of years, people have put their faith in objects.”
The cross is a typical example of this. The majority of people in Western culture associate it with a religion or a belief in a higher understanding of life. Symbols and objects can convey the beliefs and meanings attributed to them by a culture. Certain objects can represent dreams or beliefs in something beyond themselves. For young adults and teenagers today, discovering their identity can be challenging. By referring to the essays, readers can find numerous examples of how young people behave in contemporary society.
Young adults and teenagers often change their appearances using various clothing brands, influenced by media and peers. This pressure makes it challenging for them to identify their true identities. Consequently, younger generations spend excessive amounts of money in an attempt to discover their place in society and stay in sync with their peers.
Works Cited
Denizet-Lewis, Benoit. “The Man behind Abercrombie & Fitch. ” Next Text. Ed. Anne Kress. New York: Bedford, 2008. 364-375. Print.
Chura, Hillary. Urban Warfare. ” Next Text. Ed. Anne Kress. New York: Bedford, 2008. 336-343. Print.
Hein, Kenneth. “The Age of Reason. ” Next Text. Ed. Anne Kress. New York: Bedford, 2008. 344-350. Print.
Hammerslough, Jane. “What’s Changed?. ” Next Text. Ed. Anne Kress. New York: Bedford, 2008. 313-320. Print.
Lasn, Kalle. “The Cult You’re In. ” Next Text. Ed. Anne Kress. New York: Bedford, 2008. 376-382. Print.
Wallis, Claudia “The Thing About Thongs. ” Next Text. Ed. Anne Kress. New York: Bedford, 2008. 324-328. Print.
