An Apple all day makes liminality okay: the influence of the iPhone on teenage girls' consumption practices

Previous research into the impact of liminality on consumption has often focused on the “tween” girl (Cody 2012). This two-stage, qualitative study explored consumption practices of older teenage girls, whose liminal experiences as they move towards adulthood have received little research attention. Focusing on the consumption practices of 20 older teenage girls and their iPhones, this study identified four key demands placed on these trusted companions: entertain me, help me, share with me and never let me go. Drawing on Cody’s discussion of liminality, this paper suggests that their iPhones were so important to them because they allowed these emerging adults to indulge their teen past, manage challenges encountered during the “mysterious darkness” of change and prepare for their future. The mediated communication afforded by the iPhone often allowed families to communicate and share more, rather than the frequently pessimistic view of the impact of digital technology on family life. Moreover, the iPhone gave a sense of “securitas”, acting as a trusted bodyguard which provided a portal to the world, enabling a sense of control over peer/family interaction and brand relationships which was both unusual and particularly valuable at a time of great change.
Key words: liminality, consumption practices, iPhones, teenage girls, emerging adults