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1. Do you believe that youths (16-18 year olds) in the UK are part of today’s consumer
culture?
Yes I believe that youths in the UK are part of today’s consumer culture. With the advent of
social media, consumer culture targets all ages but especially young people who may want
to fit in with their peers more than other groups. Digital communication is a way in which
businesses can access youths, encouraging a product and lifestyle for them to buy into.
Would you say that there is a link between the ways youths express their identity and the
rise in modern consumer culture?
Yes I believe there is a link. Prominent examples suggest there is a strong correlation, such
as Kylie Jenner promoting lip kits as well as other You Tube bloggers who are copied by the
masses. Kylie Jenner is the youngest ever self-made billionaire from the sale of her products
which suggests that her followers on Instagram etc., are copying and expressing their
identity through consumerism.
Rappers such as Kanye West and Rhianna have diversified into sales of trainers and Fenty
beauty products; they have harnessed their music sales into consumer products which
primarily targets younger people in society who adopt some of those characteristics and
their identities in the process.
In conjunction with youth class identity, would you say that the hostility and segregation
between classes has now been disintegrated by modern consumer culture, resulting in
equal chances for all young people?
No I don’t believe that this is the case. Although our country presents or attempts to
present itself as a classless society, I don’t think this is a true depiction of the present
situation. The recent Brexit debacle and hard liners who are generally old Etonians suggests
that class is very much alive and well and that privilege advantages the few.
In conjunction with youth genderidentity, would you say that opportunities presented by
consumer culture in terms of the ability to express such identities, have been positively
effected in the last decade?
Yes and no. There is now a great deal more freedom for youths to express their gender
identity as well as greater public acceptance of youths who may wish to express their
gender identity in a different way than in the past. However, I believe that there is a danger
that some youths may adopt and replicate some of these practices out of following a
particular trend as opposed to belief which may cause confusion and pursuing unhealthy
practices.
In conjunction with youth cultural identity, would you say that consumer culture has
allowed for all ethnicities present in the UK to be correctly represented with equal
opportunities is cultural expression for all?

2. I think that consumer culture has allowed more expression by ethnicities to be represented
more equally although I believe there is a long way to go in order to reach full equality. It is
a conundrum as there is also a basis for the argument that we are overly politically correct
which I agree with. It is clearly a contentious issue which has some way to go. 24Family