Branded, Alissa Quart

I picked up this book for $1!! – Unbelievable! It was recommended by a culture writer in YouthWorker journal and it was definately worth the read. The author came off a bit presumptious at times – working with the basic presumption that kids selling their souls to A&F is a bad thing, which I agree to, but many don’t agree. Overall, an excellent survey of american teenage consumerism – with a superbly fantastic acknowledgment and assessment of their parents roles and influences.

Here’s what she had to say:

“I was entering the world of the self-loathing, branded adolescent.”

“US teens spent $155 billion in ‘discretionary income’ in 2000 alone…”

“The success of free software movements, including Linux and music sharing sites such as Napster, reveals a subversive, communal impulse, as do various Do It Yourself scenes in which teens attempt to make their ovwn cheap or free entertainments to entertain one another.”

“…these names [brands] now define teen identities.”

“…those under twenty-five are now the fastest-growing group filing for bankruptcy.”

“Fantasy Credit Cards…mock passports from the country of the branded.”

“Raised i nthe era of confessional literature [james: just look at most myjournals or xangas], having seen how secrets can be traded for celebrity, teenagers are selling their own experiences before they know they have a story that should be protected as their own or a self that has yet cohered.”


“The thousandes of kids…feel on some level that the world has always thought of them as a demographic for Pokeman or Nike on one hand, and as hooligans who need to be made to walk in straight lines on the other.”

-Alissa Quart
allissa quart


2 thoughts on “Branded, Alissa Quart

  1. Actually, this looks and sounds like something i might like to read…but if she uses hard-to-understand concepts…ERM prolly not the best for me.


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