Branding Identity

            The film, “Generation Like,” illustrates how social media and celebrities function religiously. In a media obsessed society, communities are formed online among individuals in the same fan base of films, television, or music. People gain celebrity and icon status when they accumulate a following, like Tyler Oakley after making his own YouTube videos. The film interviews different kids that have gained recognition through social media. One girl, a hunger games fanatic, says that gaining followers and status on social media has given her a sense of empowerment.

The kids depicted in the film had a false sense of empowerment. Their actions were conforming to what they believe will give them the most attention or validation, and thus they are stripped of their identities. Their new identities are created by obsessions they have or the brands they are promoting. Mara Einstein mentions that “scholars and social critics also clearly identify commercial culture as the source of identity creation.” This is evident with Steven Fernandez, who becomes a walking advertisement for the skating companies that support him. With fame Steven Fernandez transformed into “Baby Scumbag.” After his transformation, Steven no longer makes videos to show his skateboarding skills, but rather to gain attention and views on YouTube. The desire for attention and support from sponsors pushed Steven to create videos with sexualized women and guns, ultimately leaving behind his adolescence. 

The Power of Social Capital

        In the movie Generation Like, the lives and experiences of several young adults are chronicled. However, these aren't your typical teens. Most of the kids covered are exceptionally popular on social media. Whether it’s as The Hunger Games’ number one fan or as a YouTube sensation, these individuals have distinguished themselves as important figures in their field. Are these kids empowered then? Can it be called power if the rewards and accolades only have value in certain realms?  

        It could be argued that these kids are working towards arbitrary rewards. They are competing to see who can gather the most likes, the most views, or if you’re a Hunger Games fan, the most sparks. At first glance, these prizes only seem to be a measure of popularity. However, upon further examination, there is actually far more to them. These kids are working towards building up social capital. Social capital is the accumulation of relationships with people in power and the recognition of these relationships by one’s peers. Essentially, it’s who you know. So, although how many views Tyler Oakley receives on his videos may seem insignificant to some, it’s actually incredibly important. The more views Tyler receives, the more companies want him to endorse their products. Through social media, Tyler is able to build relationships with very powerful companies. He is able to acquire social capital. Therefore it is important to recognize that what seems arbitrary to some, is in fact very powerful to others.   

        In religion, the significance of seemingly meaningless rewards is very common. To outsiders of a particular religion, what is deemed important and what is considered useless may seem completely random. However, to members of that religion there is actually a fair amount of power attached to these values or rewards. Just as Tyler Oakley receives social capital for reaching one million views, so does a priest who’s demonstrated the utmost devotion to his faith. Furthermore, it is critical to recognize how these varying forms of social capital can transcend their specific realms. For example, Tyler was once just popular on YouTube. However, as he’s attracted the attention of prominent companies, he is now a voice in the media, teaches seminars to young professionals, and ultimately has become an influential figure. His power has extended beyond the domain of YouTube. The same occurs with religious leaders. Centuries ago, the Pope had immense political power in Europe. Even today, what he preaches impacts the way individuals vote, act, and live their lives. Although these figures acquire social capital within a specific field, once they have obtained enough they are able to exert their power across many different domains. Social capital, thus, possesses the ability to transcend its original borders. 

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.