Spotlight on Digital Media And Learning

12.13.06 | The multi-billion dollar purchase of popular websites such as YouTube is an issue in relation to young people’s identities, not least because of the implications for increase in advertising, data mining, and surveillance.  No doubt young people will continue to use YouTube and MySpace in similar ways to how they are at present, but they will be doing so in spaces in which power dynamics have shifted.  I wouldn’t wish to argue that the spaces were once ‘free’ and now they are ‘commodified’.  Of course, any space is shaped ideologies, power dynamics, etc. 

However, there has been a significant economic change. To an extent, advertising on websites can be dismissed and ignored, however, the ads are part of the environment in which young people are interacting.  There is a more overt economic system which is now in operation - and as we know, these are not small amounts of money. Companies will be spending large sums of money in hopes of capturing young people’s attention, of shaping their thinking about a product, of ‘marketing cool’.

It is clear from many examples of young people’s online activities, that they are carving out and reflecting on their distinct identities.  However, it is also clear that markets are capitalising on young people’s desire to be individuals, particularly in terms of consumer items (eg. clothes, music, hobbies).  This compulsory individuality is a powerful discourse in young people’s lives, which is reinforced in many ways, not least through marketing.  Here, freedom to express oneself can also be framed as an incitement to discourse, in which voices, particularly those on the web, are being carefully managed and regulated. We need to be looking very carefully at young people’s voices if we are to research the impact of these economic shifts.