IMPORTANCE OF THE YOUTH AS CONSUMERS AND TASTE MAKERS

Topic 

IMPORTANCE OF THE YOUTH AS CONSUMERS AND TASTE MAKERS

Instructions 

Pick one of the essay titles below:

Q1) How significant was “Fordism” in changing the nature of consumption in western society?

Q2) Focusing on EITHER health OR education, critically assess the transformation of citizens into consumers.

Q3) How might taste be socially-structured?

Q4) In what sense might we see the modern history of female consumption as a mixed story of liberation and social constraint?

Q5) Can capitalism be cool?

Q6) Are the young more important as consumers or taste makers in society?

Q7) How important is consumption to identity in contemporary society?

Must make sure to look at the lecture notes and the reading list on Moodle!

Answer Preview 

The rise of young consumers as important players in consumer society began with the advent of “counterculture” in the 1960s. During this period, America underwent socio-cultural change where some consumers focused on self-development by trying news of living, while others focused on a political and social movement. Frank (1997) referred to this phenomenon as the “Conquest of Cool”. The movement was majorly driven by the youth as they challenged the previous tastes of conservatives. Despite the long-standing states of the conservatives, the new youth solidified as the primary mode of corporate change. As explained by Frank, the corporate movement, especially in the advertisement domain, developed imagery and themes that conformed to the counterculture. Conformity focused on making goods of capitalism to appeal to individual consumers as opposed to mass consumers. The conquest of cool purposed to give products a sense of coolness that characterized alternative youth culture. Advertisers and businesses embraced the youth-led culture because they believed in its ability as an integral factor in the revitalization of the consumer order (Taylor, 2009, p. 46).

Word Count: 2900