Selling (Digital) Millennials
Selling (Digital) Millennials
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销售（数字）千禧一代
DOI：
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发表时间：
2015
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影响因子：
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通讯作者：
Michael Serazio
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文献类型：
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作者：
Michael Serazio
本文调查了营销人员针对千禧一代的新媒体策略。通过对行业专业人士和各种商业话语的深入采访，我发现这一消费者群体通常被概念化为“数字原生代”，他们表现出“网络化的超社会性”和“参与性的暴露狂”。各种创新的促销策略正在被用来征求自我表达和培养社区内的品牌空间和流动的在线。这一发展可能会重塑广告业，因为商业化进一步模糊了社会和文化内容，模糊了品牌对受众的说服力。它还引起了人们的关切，即商业化劫持了经常被提及的“赋予权力”的新媒体环境的政治潜力，以及在个人债务不断上升的情况下，减少了青年身份独立于消费市场存在的机会。
This article investigates marketers’ new media strategies targeting the millennial generation. Drawing upon in-depth interviews with industry professionals and an assortment of business discourses, I find that this consumer demographic is routinely conceptualized as “digital natives” who exhibit a “networked hypersociality” and a “participatory exhibitionism.” A variety of innovative promotional tactics are being used to solicit self-expression and cultivate community within branded spaces and flows online. This development could reshape the advertising industry as commercialization further blurs with social and cultural content, obfuscating branding’s persuasive purpose from audiences. It also raises concerns about commercialization hijacking the political potential of an often-cited “empowering” new media environment as well as diminishing opportunity for youth identity to exist autonomous from the consumer marketplace at a time of escalating personal debt.