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The Commodification of Self‐Esteem: Branding and British Teenagers
This study explores the role of consumption in the lives of British adolescents, with a particular focus on its role in forming and maintaining self‐esteem. Through a large qualitative study, over 100 adolescents revealed their attitudes and feelings toward consumption—particularly fashion. It was found that as a result of peer pressure and the importance of conformity among adolescents, consuming the correct possessions at the right time, is essential for social acceptance, gaining and maintaining friendships and thus self‐esteem. This paper argues that self‐esteem has been commodified. The consequences of failing...
Published By: MedWorm/PeerPressure - Monday, 19 March
