The Religion of Brands

            As Mara Einstein writes, “Brands are not just perceptions about a product or service, they are also bits and pieces of our identity. “ Through the products we use, the things we buy, and the organizations we choose to support we find meaning and identity. One of the major functions of religion is to create a sense of identity. Through our purchasing habits, we are able to tailor our own sense of identity. As Generation Like showed, social media serves as a way for people to tailor their identity even further. In Tyler Oakley’s videos, he emphasizes the brands he loves. Through his vocal love of One Direction or Taco Bell’s Doritos

Locos Taco, Tyler uses brands to create an identity for himself.

            It’s not uncommon to like One Direction or Taco Bell. Close to 40 million people like One Direction on Facebook, and 10 million like Taco Bell. While liking these brands creates a sense of identity, they also form communities. Social media gives One Direction fans a place to interact with other fans and discuss what is important to them. These communities also give fans a place to prove their devotion. Through social media Ceili was able to be a part of the community of Hunger Games fans, but it also allowed her to prove her dedication to the brand. Social media allow users to create identities, form communities, and prove their dedication to the brands they love. In many ways these brands have replaced religion for their followers.