All the Right Stuff

"I always have a good time. Lots of teenagers hang out at the mall. It's like walking around in a big TV set." Brendan, 13.

All the Right Stuff is about kids, malls, media and money. This video puts the role of youth in today's corporate economy into perspective.

Join Brendan on a tour through the local mall. With two hundred dollars of birthday money in his pocket, he's ready to do some serious spending on music, clothes, and video games.

Teenagers represent a huge and lucrative market for advertisers. They may work in low-paying service sector jobs, but as Brendan says "I pay no rent. My income is one hundred percent disposable."

Intercut with Brendan's shopping trip are interviews with shopkeepers, young people who talk about the pressure on them to consume and to sport all the right logos, and members of the bands Thrush Hermit and Hip Club Groove on how the music and clothing industries target young people.

With poor job prospects and little access to the political process, teens come to see themselves primarily as consumers. It's a self-image marketers are only too happy to encourage and exploit.

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