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Intensification of Materialism among adolescents in the Western World - The Digital Age

Hogan, Shannon (2018) Intensification of Materialism among adolescents in the Western World - The Digital Age. Masters thesis, Dublin, National College of Ireland.

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Over 80% of adolescents have mobile phones, this statement seems normal in the 21st century, (Hunt, 2017). However, the rate at which technology is advancing poses a threat to researchers identifying the benefits and drawbacks of using such devices. This research paper addresses the effects of digital media on adolescent’s materialistic behaviours by examining behaviour when exposed to and separated from social media. According to a recent review of the digital age of consent, the minimum age was called to be reduced further. The purpose of this paper is to get a real understanding of digital marketing as an influencer on adolescents, it is easy to assume they are vulnerable to multinational marketing strategies with a focus on sales only. The consideration of Marxism and the industrial revolution is identified below as the first signs of materialism, it is believed that such a social transformation has encouraged a more capitalistic society than communistic.

This transformation has altered the way society functions and is believed to be a contributor of materialism; however, this paper aims to explore other sources. The decision to focus this research on a summer camp will allow access to over 100 participants of which all fall under the adolescent category. A mix of thorough observations along with surveys and a focus group will allow for a more complete understanding of the triggers and consequences of living in a materialistic world. It is expected that the younger adolescents are highly vulnerable to marketing strategies as well as social media influencers, while late adolescents are more conscious of such efforts, as legal restrictions indicate. This research will put to the test just how important it is to protect susceptible audiences online such as adolescents, with the intent of encouraging originality via the achievement of personal life goals rather than portraying someone else’s lifestyle.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
Q Science > QA Mathematics > Computer software > Mobile Phone Applications
T Technology > T Technology (General) > Information Technology > Computer software > Mobile Phone Applications
Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Online social networks
T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Online social networks
Divisions: School of Business > Master of Science in Management
Depositing User: Caoimhe Ní Mhaicín
Date Deposited: 31 Oct 2018 09:24
Last Modified: 31 Oct 2018 09:24

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