Hello Friends.
I don't know much about marketing,
beyond the fact that cartoon bear families need toilet paper all the
goddamn time. But I do something about the idea of demographics.
Demographics indicate how products, services, entertainment, hell
lifestyles, are marketed. Advertisers believe that tweens,
teenagers, and young adults are the biggest demographic worth
marketing towards because they have the most disposable income. Not
the most as in highest income, but the most disposable--meaning they
typically don't have the same shelter/food/family expenses that their
parents do and are more likely to shell out for non-essentials like
movie tickets, iTunes downloads, and an caffeine drink made of
Monsters. Consequently, the old white dudes who run advertising
companies (I'm sure there are a few young non-white non-dudes in the
mix, but let's be real) think teens are the cash cows worth milking
and the pop culture that is produced is, to some degree, catered to
that audience.
As I see it, problems arise because
that audience (youth, teenagers, and young adults) is misunderstood,
underestimated, and ultimately short-changed by a culture that
supposedly reflects them. Not only that, but adults like me who
haven't been teenagers in ten years or more consume this junk just as
readily, but we aren't the ones that suffer. My contemporaries and I
can dismiss Robin Thicke and Miley Cyrus' MTV performance as
laughably derivative, or shockingly racist, or ludicrously camp. But
how many teenagers saw those three ear piercing minutes as
legitimately provocative, sexually liberating, or even aspirational?
Do I insult the intelligence of
teenagers now, as I write this, for thinking that they're
impressionable while I'm impervious? I know that's not true. I
don't care about One Direction, for instance, but that guy Miguel?
Jumpin' pumpkins! I'm buying what that guy's selling. I saw him on
Saturday Night Live a few months ago and got so excited that
Jon paused the TV and insisted that I "relax a little bit."
But I was a teen myself once, and while I mostly remember putting off
homework and getting erections, there are things about supposed
"teenage culture" that I knew then were wholly inaccurate.
I'd like to address those issues now.
Dream: Speak to the teens.
Goal: Unachievable. I am occasionally
really fortunate to do projects with young people. I used to get
acting gigs that were for and with children and I write plays for
high school kids that they do in festivals sometimes. I have friends
who do this far more successfully than I
do and I think it's because there's a fundamental element to their
work that speaks directly to teenagers. I can give teens funny lines
to say, and work with children without being a terror or accidentally
stepping on their little feet, but in terms of connecting with them,
I always feel a bit like Joey Nickels. However, maybe some
enterprising teenager will stumble upon this entry (for the sake of
keyword search results: skateboarding, planking, Selena Gomez,
#YOLO, Proactiv, Monster Energy) and listen to what I have to say.
Plan: Write an open letter.
Dear Teenagers,
Young teens, take a look at your life, you're a lot like I was. No, that's stupid, let's start again. Hi. Thanks for reading. I know it's obnoxious when people presume they know anything about you, and that because you fall within a certain age bracket, assumptions can be made about your life, your problems, your dreams. I'm going to try not to do that here.
Young teens, take a look at your life, you're a lot like I was. No, that's stupid, let's start again. Hi. Thanks for reading. I know it's obnoxious when people presume they know anything about you, and that because you fall within a certain age bracket, assumptions can be made about your life, your problems, your dreams. I'm going to try not to do that here.
What I want to talk about is what we,
the rest of the world, foist upon you. About how we sentimentalize
the time in our lives that you're currently experiencing, and how we
always, always get it wrong. About how, even though I know you're
smarter, more experienced, just better than I think you are, I still
worry.
First thing: sex. You know sex is way
different IRL than you've seen it portrayed right? And you know that
sex is amazing and fantastic and feels great, except for when it's
not any of those things? Here's what you've probably heard about sex
already, but could use reiterating: the sexiest thing in the world is
explicit, uncensored, vocal consent. I'm not saying teenagers are a
bunch of perpetrators and victims, abusers and abused. What I'm
saying is that Blurred Lines is bullshit. Have some of, all, or none
of the sexual activity that you want, but do it on your terms. Guys,
you know what's even hotter than touching a girl's body? Getting
express permission to do it. I'm serious. Picture the girl you have a
crush on, then picture her saying, "(Name), hold me closer."
Goddamn! Right? Isn't that way more appealing than "accidentally"
grazing someone's breast in the hallway? Also, it falls to you to be
just as transparent with the ladies. Be clear about your desires and your
limits. Too embarrassed to talk it out beforehand? You probably
shouldn't be doing it. And girls, I know you must be so sick of
hearing that girls aren't or shouldn't be interested in sex, but that
doesn't mean you have to go beyond your own comfort level just to
prove a point. It's safe to assume that a lot of teenagers are horny,
that doesn't mean y'all should be screwing each other if you're not
ready for it. Finally, everybody lies about their sex lives to other
people, from their teenage years to their golden years, so there's no
point in comparing yourself to anyone else in that department. Set
your own standards and make your own choices and for God's sake,
don't send each other pictures of your junk.
Secondly, music. Movies. Television.
Books. I'm sorry so much of it is garbage, but please know that it is
garbage. Comic book movies and Tosh.0 and Justin Bieber is popcorn.
There's nothing wrong with popcorn, it hits the spot sometimes, but
there are gourmet meals of entertainment just waiting for your
consumption. I'm not saying you should dispose of the disposable, but
maybe start taking the time to find what really moves you. I remember
seeing a Woody Allen movie as a teenager and thinking, "All
these people do is talk to each other and walk around! Everyone just
talked for two hours! Nothing happened!" but it was FASCINATING
to me. I didn't know movies could be that. Look, you're on the computer
all ready, just do a little bit of digging and find that thing that
pings in your brain.
Bullying. I really want to know the
truth of the matter here, teens. I don't think we're getting the
whole picture of what it means to bully and to be bullied. Is it as
bad as they say? Is it worse? I don't buy the black and white way the
issue is so often portrayed. That school is full of vile popular kids
and victimized wallflowers. It can't be that simple. If I woke up in
a reverse-Tom-Hanks-in-Big scenario tomorrow, suddenly in the body of
a teenager, the first thing I would do is go to a high school and
really look for bullying. I'm not saying I never saw kids pick on
other kids when I was a teenager, but if instances of bullying
happened like I read in newspapers now, instances of physical and
psychological torment, insidious threats and name-calling, I guess I
was just too stupid to realize it. Educate us, teenagers. We really
want to know what the deal is because we want to help.
Friends. If you're in high school, a
lot of people are going to tell you that these are the best years of
your life. That was not my experience. But I do know I made friends
in those years that changed how I saw the world. The cool thing about
discovering yourself as a teenager is that you get to discover and
appreciate other people in turn. Same goes for family. Let them in as
much as you can, and you'll realize the people that love you really
are well-intentioned, and can really help you when you need them, and
you will.
Have you ever heard the idea that
babies and the very old know special things about the world that the
rest of us don't? Babies have just emerged from the spirit world,
we'll call it, and the very old are about to re-enter it, and so they
are blessed with a kind of innate knowledge that the rest of us
aren't privy to? I really think there's a similar phenomenon with you
teenagers. For all the hormones and drama, you have fierce emotion
and genuine feeling that the rest of us too easily dismiss. For all
your forgotten homework, there's a powerful intelligence that flies
out the window somewhere in our twenties. Maybe instead of projecting
our fantasies of youth onto you guys, watching crap like the MTV
Awards and making proclamations about a morally corrupt generation,
and worrying about the kind of world you will inherit, we should be
looking to you, the teenagers, for help. It's vitally important that
we understand you if we're ever going to understand ourselves.
Your friend,
James