Contemporary youth in South Africa are facing political, racial and economic inequalities. Despite this, style surfing dominate youth culture both locally and internationally. Young people are influenced by current fashions and identity formations through the media. Not many studies investigate the intersection of race, gender and age in representations of youth consumer culture. This book analyses four famous brands: Guess, Soviet, Diesel and Levis, in youth magazines. It uses social semiotics and critical discourse analysis to describe how media constructs over sexualized youth ...