Millennial teens design and redesign themselves in online social networks

Leigh Doster

    Research output: Contribution to journalArticle

    22 Citations (Scopus)

    Abstract

    In less than a decade, online social networks (OSN) have revolutionised social communications worldwide. Nowhere is this more evident than amongst today's young consumers, so called millennial teens, who have snapped up these identity-making digital social spaces claiming them as their own. This article examines the range of strategies and resources employed by UK millennials for self-presentation in OSNs and the resultant implications on teenage identity construction in the postmodern era. An in-depth qualitative content analysis of 20 teen OSN profiles was conducted and analysed against extant theories of impression management, self-identity and self-presentation. Our analysis revealed that millennials were deeply immersed in self-presentation activities. They employed a wide range of 'intentional' self-presentation strategies and drew on colour, design and symbolism to create complex, elaborate and decorative versions of self, which we have termed the 'aesthetic self'. OSNs satisfy teen needs for intense social interaction with their peers, offer potential for copious identity experimentation and reduce the need to consume physical symbolic items in order to convey meaning, thus acting as an accelerator in the teen identity-making process. Our findings extend existing frameworks for teenage self-identity theory and moreover have significant implications for future marketing practice, particularly sourcing consumer behaviour data, brand management and marketing communications strategies.
    Original languageEnglish
    Pages (from-to)267-279
    JournalJournal of Consumer Behaviour
    Volume12
    Issue number4
    DOIs
    Publication statusPublished - 2013

    Fingerprint

    Social Support
    Marketing
    Communication
    Interpersonal Relations
    Esthetics
    Color

    Bibliographical note

    The full text of this item is not available from the repository.
    This is the peer reviewed version of the following article: Doster, L. (2013) Millennial teens design and redesign themselves in online social networks. Journal of Consumer Behaviour, volume 12 (4): 267-279, which has been published in final form at http://dx.doi.org/10.1002/cb.1407. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for self-archiving.

    Keywords

    • social networks
    • teenagers

    Cite this

    Millennial teens design and redesign themselves in online social networks. / Doster, Leigh.

    In: Journal of Consumer Behaviour, Vol. 12, No. 4, 2013, p. 267-279.

    Research output: Contribution to journalArticle

    @article{17ec1d5516a64e8b9e3c24f1bdbb7d7e,
    title = "Millennial teens design and redesign themselves in online social networks",
    abstract = "In less than a decade, online social networks (OSN) have revolutionised social communications worldwide. Nowhere is this more evident than amongst today's young consumers, so called millennial teens, who have snapped up these identity-making digital social spaces claiming them as their own. This article examines the range of strategies and resources employed by UK millennials for self-presentation in OSNs and the resultant implications on teenage identity construction in the postmodern era. An in-depth qualitative content analysis of 20 teen OSN profiles was conducted and analysed against extant theories of impression management, self-identity and self-presentation. Our analysis revealed that millennials were deeply immersed in self-presentation activities. They employed a wide range of 'intentional' self-presentation strategies and drew on colour, design and symbolism to create complex, elaborate and decorative versions of self, which we have termed the 'aesthetic self'. OSNs satisfy teen needs for intense social interaction with their peers, offer potential for copious identity experimentation and reduce the need to consume physical symbolic items in order to convey meaning, thus acting as an accelerator in the teen identity-making process. Our findings extend existing frameworks for teenage self-identity theory and moreover have significant implications for future marketing practice, particularly sourcing consumer behaviour data, brand management and marketing communications strategies.",
    keywords = "social networks, teenagers",
    author = "Leigh Doster",
    note = "The full text of this item is not available from the repository. This is the peer reviewed version of the following article: Doster, L. (2013) Millennial teens design and redesign themselves in online social networks. Journal of Consumer Behaviour, volume 12 (4): 267-279, which has been published in final form at http://dx.doi.org/10.1002/cb.1407. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for self-archiving.",
    year = "2013",
    doi = "10.1002/cb.1407",
    language = "English",
    volume = "12",
    pages = "267--279",
    journal = "Journal of Consumer Behaviour",
    issn = "1472-0817",
    publisher = "Wiley",
    number = "4",

    }

    TY - JOUR

    T1 - Millennial teens design and redesign themselves in online social networks

    AU - Doster, Leigh

    N1 - The full text of this item is not available from the repository. This is the peer reviewed version of the following article: Doster, L. (2013) Millennial teens design and redesign themselves in online social networks. Journal of Consumer Behaviour, volume 12 (4): 267-279, which has been published in final form at http://dx.doi.org/10.1002/cb.1407. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for self-archiving.

    PY - 2013

    Y1 - 2013

    N2 - In less than a decade, online social networks (OSN) have revolutionised social communications worldwide. Nowhere is this more evident than amongst today's young consumers, so called millennial teens, who have snapped up these identity-making digital social spaces claiming them as their own. This article examines the range of strategies and resources employed by UK millennials for self-presentation in OSNs and the resultant implications on teenage identity construction in the postmodern era. An in-depth qualitative content analysis of 20 teen OSN profiles was conducted and analysed against extant theories of impression management, self-identity and self-presentation. Our analysis revealed that millennials were deeply immersed in self-presentation activities. They employed a wide range of 'intentional' self-presentation strategies and drew on colour, design and symbolism to create complex, elaborate and decorative versions of self, which we have termed the 'aesthetic self'. OSNs satisfy teen needs for intense social interaction with their peers, offer potential for copious identity experimentation and reduce the need to consume physical symbolic items in order to convey meaning, thus acting as an accelerator in the teen identity-making process. Our findings extend existing frameworks for teenage self-identity theory and moreover have significant implications for future marketing practice, particularly sourcing consumer behaviour data, brand management and marketing communications strategies.

    AB - In less than a decade, online social networks (OSN) have revolutionised social communications worldwide. Nowhere is this more evident than amongst today's young consumers, so called millennial teens, who have snapped up these identity-making digital social spaces claiming them as their own. This article examines the range of strategies and resources employed by UK millennials for self-presentation in OSNs and the resultant implications on teenage identity construction in the postmodern era. An in-depth qualitative content analysis of 20 teen OSN profiles was conducted and analysed against extant theories of impression management, self-identity and self-presentation. Our analysis revealed that millennials were deeply immersed in self-presentation activities. They employed a wide range of 'intentional' self-presentation strategies and drew on colour, design and symbolism to create complex, elaborate and decorative versions of self, which we have termed the 'aesthetic self'. OSNs satisfy teen needs for intense social interaction with their peers, offer potential for copious identity experimentation and reduce the need to consume physical symbolic items in order to convey meaning, thus acting as an accelerator in the teen identity-making process. Our findings extend existing frameworks for teenage self-identity theory and moreover have significant implications for future marketing practice, particularly sourcing consumer behaviour data, brand management and marketing communications strategies.

    KW - social networks

    KW - teenagers

    U2 - 10.1002/cb.1407

    DO - 10.1002/cb.1407

    M3 - Article

    VL - 12

    SP - 267

    EP - 279

    JO - Journal of Consumer Behaviour

    JF - Journal of Consumer Behaviour

    SN - 1472-0817

    IS - 4

    ER -