Youth Culture in the Digital Age
Sean Pillot de Chenecey suggests how advertising needs to adapt to changing youth culture
The WTO summit in Seattle on 1 December 1999 was an event that woke up the youth of the western world. Since the concept of the teenager emerged, weve come to associate them with progressiveness, energy and an optimistic or even aggressive sense of being part of the new order of things, of the future. Youth in this context seemed to have been denied the current generation. Todays teens came of age at a time of greater freedom in almost all aspects of life: travel, education, employment, relationships, cohabiting, unmarried parenthood and so on. These are everyday considerations for this postmodern generation. Yet, until recently, the old established forms of action and energy were notable by their absence. Youth Culture is a social construct and, according to the textbooks, a tribal thing yet the 1980s was the last decade in which young people enjoyed these alliances with one another. The 1990s produced little but retro and revival, each emerging at the tail end of the last with little in the way of innovation or originality all we were left with at the end of the last century was Can I phone a friend? as the new modern term.