The Role of Consumerism in Contemporary Youth Experience

Abstract

In current days, young consumers belong to a consumerist society that lives on an acceptable way of 24h consumption. These consumers are between the Play Age and the Adolescence (Erikson, 1993) and are extremely reactive to reactive to media, which is presented to them. The colours, shapes, sounds, textures and figures in general are more perceived by consumers in these stages than older consumers and adults. Therefore, the consumerism attitude where the youth is raised is perceived as a normal response to all the media actions to promote buying as a safe reaction. What is the perfect childhood? Are young adults safe from the consumerism society?

Keywords

Young Consumers, Consumerist Society, Behaviour, Youth, Buying

Public Relations bases on Consumer Behaviour

Abstract

For “consumer behaviour” studies, public relations might not be a crucial or extremely relevant subject, however, it might be interesting to find out what is behind the decisions that let the consumers access the information presented by the media. Are the news manipulated in a specific way to force the consumers’ actions? Are public relations a way to sell news or to force actions?

Keywords

Public Relations, Consumer, Behaviour, Buying, Media

The trending of precariat work in the youth

The precariat work is defined as a job position where the worker don’t have access to stability in the company and possibility of career progression, underpaid and overloaded of work and responsabilities.

The youth are the first targets for this kind of jobs. Call-Centers, Door-to-Door Sales, Promoters, Technical Freelancers or Messenger, are some of the jobs that are taken by part-time workers.

Neoliberalism and The rising of The Gangs

According to Dag Einar Thorsen’s paper about “The Neoliberal Challenge” and the “The History of Street Gangs in the United States” published in the National Gang Center Bulletin by James C. Howell and John P. Moore, the street gangs had emerged from the need of protection from conflicts around immigration movements into stablished societies.

On a decade where civil wars and poverty was inducing immigration movements into stronger economies where was a belief of better life and more work opportunities, local communities felt attacked in a social way. Their community was being invaded by strangers with different costumes and behaviours. The fear from the unknown let them to take a defensive position and because they couldn’t ensure their own safety, the community start to act as one.