New technology and young people's consumer identitites

Abstract

This article investigates new definitions of the self and identity vis-à-vis digital media and consumption styles among young people. The research is based on an empirical survey conducted in Finland in 2001 and re-done in Rio de Janeiro, Brazil in 2003–04. The main goal of this study is how information and communication technology (ICT) relates to young people's consumer identities in two very different countries. In Finland, equal access to new technology is widespread. In Brazil, digital exclusion is predominant due to social inequalities in income distribution. The results showed that young people's use of and attitudes towards ICT are surprisingly similar in both countries, and in both countries we found connections between consumer identities and ICT use and related attitudes. However, in Brazil, the father's educational level explained attitudes towards ICT better than consumer identities did. In Finland, gender was a more powerful determinant than in Brazil, which is a bit surprising. However, social and cultural differences make this comparison a bit difficult and the results must be treated with caution.