Social Media and Marketing: Identity Lost or Found?

Both Frontline's documentary "Generation Like" and Eintstein's article Branding Faith look at the various identities and falsities formed through commercial culture and social media. Much of the readings speak to the more negative sides of this modern-day marketing strategy, specifically noting that big box companies take advantage of human desire to be powerful, unique, and socially accepted. To play devil's advocate for a moment, however, I pose the question: does labeling really take away and re-shape our personal identities or vice-a-vera? Is it possible that it is our identities that shape the commercial world? Each person (often teenagers) participating in social media or targeted by advertisers already have a determined personality and products/activites that interest them. Through the personal information they provide, companies offer them a platform to publicly expand and promote that identity. The transition from demographic targeting to "psychographics" that Einstein mentions makes this idea even more true as companies aren't as much forcing certain products and idetnties on specific age groups, but rather allowing an individiual's beliefs and attitudes to dictate the identities that define them. Yes, labels are everywhere and it says somethig about our generation that when I'm babysitting the favorite game is Logo Quiz. But again, each child's identity is evident in the labels they recognize. The boy I babysit that is a sport's fanatic is able to identify ESPN and Dunlop, but he has to go to his science crazed brother for help on computer program labels. Similarly, when I am doing my homework I am constantly distracted by advertisements to Steve Madden Boots of Club Monaco coats because I chose to search those brands in my free time, while I'm sure other students in this room are target for topics that better suit them. Labeling doesn't necessarily re-define someone it just expands on what was already there, yet, this can get out of hand quickly.

As demonstrated in the case of Helen or Tyler Oakley, it is so easy to get swept up in life behind a screen, allowing all of your social interactions to become impersonal and finding solace in a community of cyber-strangers and product endorsements. For Helen and Tyler, their core personalities and identities were at first elevated by social media, but soon became overshadowed so that they now appear in-authentic. Tyler Oakley found a place where his passion for One Direction (perhaps a representation of the larger issues, his sexuality)was not only accepted, but celebrated. Now he celebrates the Cool Ranch Dorito Taco. Danielle built a fan  base for her music career, but is now a 14 year old model showing more skin than is age appropriate. Marketing and social media has its advantagous and disadvantages. It can be dangerous when participants loose sight of the fact that they are vulnerable and are being used as a tool. Similarly religion began and has continued to escalate as a form of advertisement. Many believe the bible began as an advertising for everyone to follow a certain moral code. Missionaries spread that word around the world and now religious advertisement has expanded to mega churches, billboards, and TV adds. Both social media and religion have the potential to help people find themselves and a larger community they can relate to. Yet as the power associated with these resources increases, is it easy to loose sight of this original intention.