Abstract:

The question 'who am I?' is especially pertinent during adolescence. MTV Networks wants to understand identity construction among youngsters aged between 13-17 in a changing media landscape. The rise of social networks and other new internet applications supports online social interactions and conversations. Youngsters, especially pre-adults, are increasingly living their lives in a virtual context. Hence, the question - to what extent is the online identity of youngsters similar to their offline identity? How do they experiment with their identity and what role do brands and products have in the expression of their identities?