This article investigates new definitions of the self and identity
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Rio de Janeiro, Brazil in 2003–04. The main goal of this study is how
information and communication technology (ICT) relates to young
people's consumer identities in two very different countries. In Finland,
equal access to new technology is widespread. In Brazil, digital exclusion is
predominant due to social inequalities in income distribution. The results showed
that young people's use of and attitudes towards ICT are surprisingly
similar in both countries, and in both countries we found connections between
consumer identities and ICT use and related attitudes. However, in Brazil, the
father's educational level explained attitudes towards ICT better than
consumer identities did. In Finland, gender was a more powerful determinant than in
Brazil, which is a bit surprising. However, social and cultural differences make
this comparison a bit difficult and the results must be treated with caution.
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