Popular Culture Consumption

Introduction
This project investigates how popular culture can affect youth consumption by the example of singer Taylor Swift. Youth consumers that age from 15 to 25 year-old, from the United Nation definition of youth, are the targets of my investigation. Youth identities and experiences have increasing being defined by consumption. They tend to buy products related to the celebrities and influence by the popular culture. Their consumption habits are being influence by media. There is ‘personal economy’ of the youth consumers. The meaning of consumption can change which means youth have their own different meanings when they are purchase the products. In recent years, there are more and more celebrities endorsers involved with the products

Storey (2010) stated that popular culture is everywhere. People choose music based on their listen habit and they will purchase music as well. 42 repliers feel the emotion in Taylor Swifts’ song. They felt relax whenever listen to Swift songs. This shows that pop music can bring emotions to youth have the impact of attracting them to consumption of the music. Storey (2010) stated that pop music makes emotion to youth experiences. If youth have similar experiences with the story of the songs, youth would feel interest and tend to purchase it. Repliers said buying Swift’s music can show they are the diehard fans of Swift. There were 35 repliers stated that listen to Swift’s music can lead them out of the pain of love. They feel they should be independent, proud and brave of being a woman. This shows that through consumption on popular culture, youth can find their identities. According to Storey (2010), youth have their own culture on pop songs and their song consumption practices. That subculture will form meaningful identities to youngsters. Furthermore, buying music products can lead youth feel what their roles in the

There was coverage in online magazines that Swift was wearing a blue coat from ASOS that under USD100. There was quickly sold out after the coverage. There were also some coverage’s that Swift always wearing clothing from ASOS and those clothing will sold out after coverage. According the ASOS interview, there were mostly youth to buy what Swift has brought and wear. Swift also stated that she usually brought brands with reasonable price in the interview. There is a website called ‘Taylor Swift style’ that involves photos of what Swift’s daily wearing and the information of where to buy and prices. The web is targeting youth and the prices of Swift’s style clothing are affordable to youth. From the Swift’s fans forum, there were youth stated that Swift is the popular trend that everyone like it. There was a youth member in fan websites also stated that wearing the same clothing with Swift can makes her has confident like Swift. There were fans in the forum stated that they felt proud when wearing Swift’s style clothing. The above shows that Swift is very popular among youth. Youth are more tend to buy the clothing when the media coverage on it. According to Barnard (1996), there is communication and meanings construct by magazines of coverage the garments. Entwistie(2010), stated that consumption of fashion can solve the problems, such as peers pressures, in the