Question 11; Topic and 2 Texts

The New Politics of Consumption: Why Americans Want so Much More Than They Need, by Juliet Schor, and Why Johnny Can’t Dissent, by Thomas Frank, relate to and expand upon the idea that the construction of teenage female identity is in part formed through commodification and signifiers of aspirant class, and that while magazines appear to support individuality, they actually encourage conformity through consumption.

Schor discusses how the system is structured so that an “adequate” income is an elusive goal, as our sense of social standing and belonging comes from what we consume. She also discusses the need Americans feel to keep up with others (“competitive consumption”), and how the “new consumerism” entails an upgrading of lifestyle norms, as the upper/middle class and the rich have became a reference point for people of various income distributions. This relates to the idea that teenage identity is constructed through signifiers of aspirant upper class. Teenagers from various demographics seek to “compete” with the upper class by displaying signifiers of wealth, such as expensive jewelry, nice clothing, and professionally done hair and makeup (see the image below). This also relates to commodification, as teenagers seek to identity themselves by the possessions they own, in this case, expensive items that imply high social standing. With so many teenagers buying the same items or investing in the same signifiers of wealth, conformity through consumption is demonstrated.

Frank’s reading discusses the counterculture idea and how consumerism is no longer about "conformity” but about “difference.” He claims that capitalism now encourages diversity, constant change, the breaking of rules, and elimination of rigid corporate structure, so that counterculture rebellion becomes corporate ideology. The concept of dissent (going against the norm, Dominant, or “organized man.”) is addressed. However, many magazines such as Seventeen depict females who cannot truly dissent. These girls, such as the one on the right in the advertisement below, are young, beautiful, white members of the middle class. They fit in, and are conformists despite the fact that they may feel otherwise. This “average girl” thinks of herself as a rebel and thinks that she’s dissenting. However, often these girls are not outcasted. There is a certain expectation for their class, and there is nothing, actually, to dissent against. The Girl is unaware the she is conforming and wants to look like she is dissenting but is unable to. She is identified through class signifiers and other restrictions.

This advertisement for deb is from Seventeen. I will focus on the girl on the right--the white girl in the black dress who cannot truly dissent. She may think she is dissenting because she embraces diversity by having a black friend, but is restricted by class signifiers. She is shown in a casual diner—somewhere members of the upper class would not eat—thus branding herself as a member of the middle class. The girl therefore appears ordinary and mainstream. In terms of Schor’s reading, the girl embraces signifiers of the upper class, for instance she is in high-heeled shoes and a sequenced black dress. These products thus help to indentify the girl and support the idea of identity through commodificaiton and signifiers of aspirant class, using the upper class as a reference point for those with lower incomes.