]Silke Lissens holds a Master’s degree in Media and Communication Studies (Vrije Universiteit Brussel). After graduating she collaborated on a short-term joint VUB-ULB research project on the sponsorship policy of the Belgian National Lottery. She also acquired professional experience in the educational field as a teacher in both primary and secondary school. In September 2014 she joined CEMESO as a phd-candidate and member of the AdLit-project. Her research interests are situated in the field of youth consumer cultures and social practices or structuration theories. She focuses on the roles brands play in young teenagers’ lives in the construction of their social identities and quest for social status. Particular attention is thereby paid to the possible influence of disadvantaged backgrounds. To do so, qualitative interpretive research methods such as observations, interviews and focus groups are preferred.