The Hilltop 10-10-1997

https://dh.howard.edu/hilltop_902000/1195/thumbnail.jp

The Trail, 2003-04-25

https://soundideas.pugetsound.edu/thetrail_all/2827/thumbnail.jp

'Sand in the hand': young people's relationships with commercial media in the digital age

This thesis explores young people's experiences of contemporary, commercial media. It aims to provide a holistic understanding of new and more traditional media use.The study draws its theoretical framework from the fields of communication studies, consumer behaviour, cultural studies, marketing, sociology and social psychology. Despite several studies investigating young people and new media, a richer understanding of media consumption is needed, located within an ever more commercialised landscape. Assumptions of new media participation are frequently taken for granted, with limited critical analysis of the consumer experience. Studies from a marketing perspective have focused exclusively on managerial effectiveness to the detriment of consumer realities. Moving beyond media effects, it takes an active consumer-centered approach, contextualising new media consumption within the everyday lives of young people. It compares and contrasts practitioner tactics with young people's lived experiences of new and traditional media.Multiple methods of enquiry were used, informed by an interpretive approach. The initial fieldwork consisted of 15 interviews with 'expert' agency practitioners, investigating perceptions of youth marketing and the tactics deployed. Following a pilot study, the main consumer phase explored the mediated experiences of adolescents aged 13-17. A total of 175 secondary school pupils from three diverse school settings participated. Each completed a self-completion questionnaire, a smaller sample also contributing a time-based diary. 45 pupils participated in the qualitative phase, guided by the principles of phenomenology. Photo-elicitation and psycho-drawing techniques were utilised to enrichen discussions.The new media experiences of young people in this study were indeed bound up in their everyday lives. Young people were found to have a complex range of 'newmedia' experiences, embedded in their 'in home' and 'out of home' lifestyles. Their active use of the internet, for mood enhancement, experiential learning, escapism and communication, rarely encompassed commercial motivations. Of several barriers to new media use, online practitioner tactics caused the greatest concern. For many young people, such actions were deeply de-motivating, constituting an unwanted intrusion, in contrast to the symbiotic relationship synonymous with traditional advertising. Their consequent elusiveness is epitomised through the metaphor "sand in the hand"