Once a teen has been identified as part of the 'target market,' he knows he's done for. The object of the game is to confound the marketers, and keep one's own, authentic culture from showing up at the shopping mall as a prepackaged corporate product.
Douglas RushkoffTreating an age group as a demographic requires coming up with something that's common to every single one of them. Right?... So it's reductionist in that it reduces an entire segment of civilization down to one person with one habit.
Douglas RushkoffOur society has reoriented itself to the present moment. Everything is live, real time, and always-on. Itโs not a mere speeding up, however much our lifestyles and technologies have accelerated the rate at which we attempt to do things. Itโs more of a diminishment of anything that isnโt happening right nowโand the onslaught of everything that supposedly is.
Douglas RushkoffThe iPad - contrary to the way most people thought about it - is not a tablet computer running the Apple operating system. It's more like a very big iPhone, running the iPhone operating system.
Douglas RushkoffChildren are being adultified because our economy is depending on them to make purchasing decisions. So they're essentially the victims of a marketing and capitalist machine gone awry.
Douglas RushkoffSince the 1960s, mainstream media has searched out and co-opted the most authentic things it could find in youth culture, whether that was psychedelic culture, anti-war culture, blue jeans culture. Eventually heavy metal culture, rap culture, electronica - they'll look for it and then market it back to kids at the mall.
Douglas Rushkoff