Wal-Mart, the US retail behemoth that manages to be both socially atomising and socially conservative, is now
attempting to launch its own teen networking site, sort of like MySpace, only with its own unique values. Hilarity ensues:
The opening page shows video of four teens -- a bubbly fashionista, a Texas football player, a quirky skateboarder and an aspiring R&B singer from New York -- who are clearly actors reading a script, although the videos are positioned to appear authentic. Within, there are pages such as "Beth's Backyard Club," where you find a picture of her in a strapless prom dress above the approved quote: "I'll school my way by looking hot in my Wal-Mart clothes to school to catch a cute boy's eye. ..."
No doubt leery of all the problems with MySpace.com, Wal-Mart's site disqualifies any video with "materials that are profane, disruptive, unlawful, harmful, threatening, abusive, vulgar, obscene, hateful, or racially or ethnically-motivated, or otherwise objectionable." That's why "pending approval" notes dominate pages already created and content is limited to a headline, a fashion quiz and a favorite song. Wal-Mart also plans to e-mail the parents of every registered teen, giving them the discretion to pull a submission.