Teen Identity: An American Original or Just Off the Shelf?

Welcome To the Machine

The Duality of Individuality and Collectivity of Teen Identity

in The Merchants of Cool

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Date Individuality , the expression of one 's unique traits and views , has long been the rallying cry of teenagers worldwide . In America , where culture is progressive at best and simply innovative by default , this construct is at its highest level . The standard attitude of a young person is to deviate from restriction and oppression , and find avenues through which this can be expressed . Music has been

the universal medium of self-expression this is evident over decades of cult followings of certain artists such as Elvis and The Beatles , Michael Jackson , Madonna The Backstreet Boys , Britney Spears , Miley Cyrus and other obviously mainstream musical sources that have resonated clearly with the youth Teenagers call this phenomenon a mirroring of their individual personas with the subscription to certain values that are often deemed irreverent such as sex and rebellion against establishment . On the other hand this supposed individuality is translated into collectivity by the invisible observers of teen culture and its relationship with business the driving point is to fill the personal void experienced by these `misunderstood ' teenagers through constructs that appeal to the market and promote profitability as well . The feedback loop , as discussed by Douglas Rushkoff in The Merchants of Cool , may be ideally seen as the empowerment of the biggest percentage of the American population , but in real terms it is but a logical strategy on...