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Branded selves : how children in Norway relate to marketing on a social network site

Skaar, Håvard
Journal article, Peer reviewed
This is an electronic version of an article published in journal of children and media;3 (3), 2009. journal of children and media is available online at: http://www.informaworld.com/smpp/ u r l: http://dx.doi.org/10.1080/17482790902999926
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URI
https://hdl.handle.net/10642/1111
Date
2009-07-22
Metadata
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  • TKD - Institutt for informasjonsteknologi [1039]
Original version
Skaar, H. (2009). Branded selves : how children in Norway relate to marketing on a social network site. Journal of children and media. 3 (3), 249 - 267   http://dx.doi.org/10.1080/17482790902999926
Abstract
Theories of branding and self presentation inform an ethnographic study of how a group of

classmates aged 11–12 construct identities by use of the brands and branded resources made

available to them on the social network site and elsewhere on the Internet. In the analysis these

resources are categorized as space, texts and tools. In using them the young people adopt

commercial strategies for presentation of the self. Generally speaking, these users relate their self

presentation to brands and branded resources in two different ways: either as collectors or as

elaborators. Simple collection of branded resources appears to need less work and be more

convincing and more unassailable than elaborating them into their digital self presentations. This

gives rise to a disparity between the rich range of attractive and stimulating resources provided by

marketers and the level of creativity shown when young users draw on them. Social competition

plays a role in reinforcing a uniform use of brands and branded resources. This raises the threshold

for free development of individual creativity in the production of digital self presentations on the

commercial website.
Publisher
Taylor & Francis
Series
Journal of children and media;3 (3)

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