Marketing Youth Revolt


Archaeology and Material Culture

A Hot Topic wall of shirts A Hot Topic wall of shirts

Much of the apprehension once sparked by youth culture has now been reduced to consumer theatre: any suburban teen or 20-something can don punk, goth, or hippie style supplied by chain stores that sell pre-torn jeans, mass-produced tie-dye shirts, or black nail polish.  Youth culture may once have referred to a generationally distinct experience, but today it is shorthand for a marketing demographic, a consumer identity that fancies creative and even rebellious personalities are confirmed in shopping.  The contemporary youth marketplace is populated with contrived “edginess” projected onto the likes of Iron Maiden shirts, cannabis earrings, and shotgun shell shot glasses, but it is not clear that those trinkets or shows of stylistic resistance pose any significant threat to the established order of things.

Post-war youth experience has been distinguished by a progressively persistent marketplace appeal to boomers and successive waves…

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