My Son Doesn’t Get He’s Being Used Online

July 28, 2011 By 43 Comments
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Mr Teen (left) and his co-worker

I returned from my vacation in France to discover that my very own Mr Teen’s summer job sucked. Big time.

He loves it, of course, like all teens do. But I hate it. I bloody hate it.

I hate the fact that our local Stockholm mall thinks it’s okay to put 18 year-old boys outside its store dressed only in swim shorts and sunblock in order to lock punters into the store. I hate that it’s using his image to generate Facebook Likes with pictures and videos.

Conning the Innocent

Sure, Mr Teen thinks he’s well paid; he’s nonchalant about showing his admittedly impressive abs in public for an hourly rate. And he’s flattered by the interest shown by modeling agencies and the promise of casting events in London and New York.

But I’m worried. I’m worried that his identity is casually being consumed by a clothes company’s social media marketing.

Yesterday, the store posted a video of Mr Teen on their website and Facebook Page. Lots of people commented and even more tried to friend him. Sweden’s a small country and word gets around.

The football club he plays for think it’s great they have an increasingly public face and Mr Teen himself has proudly shown us (some of) the feedback and responses he’s got.

What worries me is that despite growing up with a mother who has a PhD in Feminist Theory, and a very media savvy father, he’s been seduced by a few thousand kronor and the attention he’s getting because his employer is happy to promote him to increase their social media profile online.Social media marketing is about making connections. I get that. But as an employer don’t you have a moral responsibility to use the identity of your employees sensibly online, especially if you’re building and promoting your brand with less media-savvy youngsters?

Right now Mr Teen doesn’t understand what they’re doing. And it’s not easy to explain to a headstrong 18 year-old who wants money and adulation.

What do you think?

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About Jon

Owner of Jontus Media, marketing consultant, lifelong Liverpool FC support and podcaster. Guarded by basset hounds .

  • http://twitter.com/colinwu58 Colin Wu

    Just playing the devil’s advocate but would you feel any differently if his job title were “Store Model” or something like that? Are they actually using his identity or just his image (as in pictures)? I don’t see much difference between this campaign and any other that use good looking models (male or female).

  • http://pulse.yahoo.com/_3NBK5EXLNC4TWVXFQYRHHXSSBQ Lizz E

    I think he’s super hot and I want him as MY friend, too!

  • http://www.jontusmedia.com/ Jon Buscall

    I’m sure he’d be honoured!

  • http://www.jontusmedia.com/ Jon Buscall

    The label doesn’t bother me. It’s the fact he’s 1) standing outside the store semi-naked trying to get people inside, which I do find kind of urrh and 2) that they’re filming him and putting it on YouTube and Facebook to try and build Likes. 

    I guess I need to work through this, but thanks for playing DA Colin. Love that kind of stuff :=)

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  • http://twitter.com/DanielFisher Daniel Fisher

    Looking at their facebook page, it looks like that image is core their brand. Pretty sure that your son knew what he was signing up for.

  • http://twitter.com/bonnie67 bonnie

    Hello 

    As a mom of 8 understand where your coming.
    But at 18 which is legal age and your son can chose
    what he does for work. I do agree with  you about the
    FB pages and things like that to me it tacky. 

    On the other hand what if he did a fruit of the loom
    comical for tv.  He be in some thing more skimpy than
    now. 

    We as parents love our children and want to protect them
    but at some point we all so have to let go which isn’t easy
    all the time. They have to learn from there own mistakes.
      

    I hope you can come to terms with what your son doing.
    If he likes it than fine. It like the life guards at the beach
    you know how many times the men and women are video
    taped or photo’s taken. Than put on FB and youtube.

    To you can look at it this way at least your teen son has
    a job and is staying out of trouble. Most teens these days
    don’t have a job and end up in trouble.

    Hope this helps
    Bonnie Squires

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  • http://www.jontusmedia.com/ Jon Buscall

    Hi Bonnie, 
    Thanks for such a great comment! 

    I’m fully aware that as an adult he’s entitled to make his own decisions. I think my main gripe is that Hollister are using his image on Facebook to build their brand. It’s purely part of the sales process and isn’t about generating anything meaningful. They’re effectively using the fact he’s great looking and vibrant to engage their online community and get them into the store. 

    Of course this is typical of many industries but particularly the fashion industry. 

    I’d like to see them encourage him to understand the process of online marketing and how he’s being objectified by the viewing lens for their gain. 

    I’m curious to see how it plays out for him and what he learns along the way. 

    Thanks so much for stopping by Bonnie. 

  • http://www.jontusmedia.com/ Jon Buscall

    Sure Daniel. He knew all about them and what he was signing up for. I’m trying to come at this from a slightly different angel though. Just because you “know” what a brand stands for, it doesn’t mean you are aware of the process you’re getting involved in. 

    My main gripe isn’t that he’s semi-naked outside their stores, although I’d prefer it if he wasn’t doing it. Still, he’s comfortable with doing that. I just don’t like the way they seem to be creating a version of him online to bring in new “fans”. I don’t see parading semi-naked good looking guys (and gals) as a credible social media marketing praxis. It’s not engagement; it’s just pure spectacle. 

    Thanks for stopping by !

  • MissyRedBoots

    It’s crass and a cheap way to go build a brand, unfortunately that’s the way it goes… I also wonder if everybody would find it THAT appealing…  I almost feel it a bit like the old age marketing antics of “sex sells”.

    However having been once 18yrs old as well and “used” a rollerskate girl together with my best friend for a skate store where they played on the fact we might be lesbians as well – I have to say we had great fun! And liked a bit of the lime light…

  • MissyRedBoots

    I hasten to add that we didn’t tell our parents though! ;)

  • http://www.jontusmedia.com/ Jon Buscall

    Oh, definitely! Leifur is having stacks of fun and loving it. I guess I’m the slightly cynical one. My reaction visiting the store yesterday was “How tacky!”. Especially as they’re using “Hey, what’s up?” as a greeting before switching to Swedish. It’s kind of mock-Baywatch.

    I was just surprised by how many of the teens thought the approach was awesome. I’m becoming a fuddy duddy !

  • MissyRedBoots

    honestly however cheap it might be I wouldn’t worry about it – he is having a laugh with his mates – and the fact he has told means you are doing something right – surely. As parents you might not be able to feel proud about it (if at ALL) but I think it belongs to the crazy age of being young!

  • http://www.jontusmedia.com/ Jon Buscall

    Yes, definitely. I’m used to the attention he gets because he plays football professionally. And I’m not really worried, just thinking through my reactions and the kind of strategy they’re employing in public.
    Thanks for your supportive words!

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  • http://newenglandmultimedia.com/ Michelle Quillin

    What bothers me the most about this is that it doesn’t bother me! Because honestly, if Hollister was using my daughter — or any young woman — in a bathing suit , whether in front of their store or in photographs, I’d be spitting nails and wondering where I’d gone wrong.

    So I’m bothered that I’m either sexist, a hypocrite, or both.

  • http://www.jontusmedia.com/ Jon Buscall

    What an interesting response Michelle. We were talking about this today. My friend said exactly the same thing.
    We’re so conditioned by the male gaze to read representations of sexuality in gender in certain ways.
    The whole thing has got me thinking about how businesses use sexuality in social media.
    Thanks for taking the time to admit this Michelle!!!

  • SteelToad

    It’s interesting that you say that he’s “seduced” by the money. Doesn’t that presuppose that he has an aversion to the exposure and attention that he is getting, from your description, it doesn’t sound as if he has a reluctance that is being overcome with a paycheck. Do you have these same strong feelings for every brand model, covergirl, or corporate spokesperson that you see in advertisements (I ask mainly to provoke thought)

    None of us likes to see our children as separate people, they’re always “ours”, and seen from that singular viewpoint. It sounds as though your dislike for this may stem partly from the fact that you’re being forced to see him from the outside, and it can be very hard to reconcile the two images.

    On the bright side, he seem to be happy with what he’s doing and making a good living at it.

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  • http://www.jontusmedia.com/ Jon Buscall

    Actually, I do have a problem with this kind of marketing per se. I guess it comes from teaching a lot of post-structural theory including Gender during my days as a university lecturer. I don’t like the way capitalism uses performative gender, displays of sexuality, as part of the economic process.
    Sure, he’s happy with it. But just because we’re blissfully happy with something doesn’t mean that we’re not being exploited. And money isn’t a justification for everything, after all.
    Thanks for stopping by and sharing your thoughts.

  • SteelToad

    But isn’t anybody that works for somebody else being exploited ?  After all there would be no reason to have somebody on the payroll unless that person contributed more to the value of a company than what they were actually paid

  • http://www.jontusmedia.com/ Jon Buscall

    It’s using the body and gender signs that I have a problem with. Not work per se.

  • http://www.wrightcreativity.com Kirsten Wright

    I think the brand is SMART! Look, who buys clothes from Hollister? Teen girls and teen guys. So, how do you get teen girls in a store? Put a cute guy out front. How do you get teen guys into a store? Get teen girls in it. As for the brand using him as a marketing tool online? Absolutely brilliant!
    Whether you like it or not, we want to watch good looking people. He’s
    good looking, therefore, people want to watch him which means the brand
    gets traffic. As long as they are paying him for his work, fair is fair.

    I get why it bothers you, it’s your son, and we all want to protect our families. But, he is not being exploited…he was hired to do a job, and if he doesn’t like it, he can quit. If he likes it (and he seems to), there is nothing harmful about it!

  • http://www.businessesGROW.com/blog Mark W Schaefer

    Here are eternal truths:

    1) sex sells
    2) Teens are counter-dependent and always will be. i.e. The more you hate it, the more he loves it.
    3) This will probably help him get chicks. At that age, that is the most powerful motivation to do anything

    He’s not physically harming himself or others. It’s probably more in the category of bad taste than bad judgment, so I would just hug him, tell him you love him and be patient. : )

    – From a guy whose step son is posing nude in art classes (see above) 

  • http://www.jontusmedia.com/ Jon Buscall

    Thanks for your thoughts Mark !

    He’ll survive, and hopefully I will !

  • http://www.jontusmedia.com/ Jon Buscall

    I see where you’re coming from. But just because the brand knows what works, doesn’t mean that’s the right path to go down, does it? I mean: if you knew that putting vlogs of semi-naked guys on your business site would get you more prospects and leads would you do it just because this tactic works?
    Of course, the difference between what you and I do and the fashion industry is massive. All the same, I wanted to think through what this kind of marketing – especially through Facebook – means.
    Thanks for you input as ever !!!

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  • Caroline

    I actually saw him there but didn’t recognize him! I remember it struck me as a little odd, but I bet he got some dating offers. Not that he’s ever been short of them. I can see your concern, especially since he’s still young and impressionable (although in my mind he’s still 15, but that’s on little OLD me). 

    That said, I don’t think this gig in itself necessarily means he’s being taken advantage of. Did they post the video with his full name? I guess they must have since they linked his FB. But on the other hand, I suspect he already has plenty of photos and similar that he’s posted there himself, for the usual ego-pampering that goes on at Facebook (btw, switch to G+ everyone!). Why not get paid while doing what you normally do?

    I think maybe the job will reinforce the more superficial parts of his outlook on life, which is unfortunate. But he’s all grown up now, it’s out of your hands in a way. But keep the generation gap in mind. It might not be as bad as it looks from the perspective of those of us who were not born in the 90′s. 

    (OT but I think Facebook has really channeled the super-superficial aspects of media today. Maybe it’s enhanced it or promoted it as well, but it’s actually a bit disgusting to me. Everything is about status, in the old meaning of the word. Who is “friends” with whom, who can put on the prettiest mask, who can display the coolest life-style, who is the happiest turd on earth! God, I’m really getting old. 30 next year y’know!)

  • http://www.jontusmedia.com/ Jon Buscall

    Thanks for your great response Caroline. I hear what you’re saying but again I don’t think this is a generation gap issue; it’s more about the politics of a corporation using the identity of young employees online for gain.
    Sure, we can talk about how FB and other social media have changed the playing field; however, the problem I have is not with a young man standing outside a shop in his bathing trunks, it’s the way the company also expect to use that image online. On his own FB page he can do what he wants and has some semblance of control.
    BTW: 30 is the new 20 !

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  • http://www.imagemaskingservices.com/ Image Masking

    I’m sure that he enjoyed it coz it was a part time thing, of course he would choose a good full-time job to keep your worries at bay :P

  • http://www.imagemaskingservices.com/ Image Masking

    I’m sure that he enjoyed it coz it was a part time thing, of course he would choose a good full-time job to keep your worries at bay :P

  • http://www.imagemaskingservices.com/ Image Masking

    I’m sure that he enjoyed it coz it was a part time thing, of course he would choose a good full-time job to keep your worries at bay :P

  • http://www.imagemaskingservices.com/ Image Masking

    I’m sure that he enjoyed it coz it was a part time thing, of course he would choose a good full-time job to keep your worries at bay :P

  • http://www.imagemaskingservices.com/ Image Masking

    I’m sure that he enjoyed it coz it was a part time thing, of course he would choose a good full-time job to keep your worries at bay :P

  • http://www.imagemaskingservices.com/ Image Masking

    I’m sure that he enjoyed it coz it was a part time thing, of course he would choose a good full-time job to keep your worries at bay :P

  • http://www.imagemaskingservices.com/ Image Masking

    I’m sure that he enjoyed it coz it was a part time thing, of course he would choose a good full-time job to keep your worries at bay :P

  • http://www.imagemaskingservices.com/ Image Masking

    I’m sure that he enjoyed it coz it was a part time thing, of course he would choose a good full-time job to keep your worries at bay :P