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.

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.