Social media technologies collapse multiple audiences into single contexts, making it difficult for people to use the same techniques online that they do to handle multiplicity in face-to-face conversation. This article investigates how content producers navigate ‘imagined audiences’ on Twitter. We talked with participants who have different types of followings to understand their techniques, including targeting different audiences, concealing subjects, and maintaining authenticity. Some techniques of audience management resemble the practices of ‘micro-celebrity’ and personal branding, both strategic self-commodification. Our model of the networked audience assumes a many-to-many communication through which individuals conceptualize an imagined audience evoked through their tweets.

Recent theoretical arguments about the inter-locking of identity and consumption pose a challenge to individuality. We explore this initially through literatures relating to the paradox that arises from the role of the (fashion) code and the use of social groupings in the production of the self through consumption practices. Then we explore individuality through narrative data collected by multiple methods in two studies. Detailed analysis of consumption accounts shows the marking of one’s individuality to be an important, if often precarious, accomplishment. Rhetorical devices we associate with this accomplishment include the rejection of the dictates of mass fashion and branding, the development of a personal choice rationale and the definition of the self as somehow different from a mass other. We argue that the consumer paradox exists but is more or less successfully resolved through such devices. In resolution of the paradox we suggest that while the consumer collective is semiotically represented, representations of individuality are adequately and locally narrated.

Modern-day children are immersed in cultures of consumption such that every aspect of their lives is touched by a buy-and-consume modality. In particular, children in North America are increasingly experiencing the effects of consumer culture at unprecedented levels of involvement. It becomes necessary, therefore, to examine the impact of consumerism in order to assess identity formation and development in youth. Young people are receiving an endless barrage of material messages encouraging purchasing behavior and consumption that impacts the self-image. Indeed, children from the ages of 4 to 12 have increasingly been defined and viewed by their spending capacity. Girls especially are targeted by marketers to sell them a whole line of products they ‘need’ to emulate a feminine ideal. There is mounting evidence to suggest that the structure of childhood is eroding and children are suffering from serious physical, emotional and social deficits directly related to consumerism.