'When I click "ok" I become Sassy – I become a girl.' Young people and gender identity: Subverting the ‘body’ in massively multi-player online role-playing games

This article is available open access through the publisher’s website through the link below. Copyright @ 2012 Taylor & Francis.This article explores young people's practices in the virtual spaces of online gaming communities. Based on a five-year ethnographic study of virtual worlds, it considers how young people construct and maintain identities within virtual social systems. In particular, the article discusses digital gender practices and considers the potential that these games offer for their young users to engage in alternate gender identities. We argue that these digital spaces offer spaces for the imagination and can enhance agency and, potentially, resistance. However, digital identity is simultaneously no ‘liberated space’ and it incorporates norms and practices that often mirror those of the material world. We argue that this ‘porosity’ is an important tool through which young people come to understand gender identity

The digital divide: Patterns, policy and scenarios for connecting the ‘final few’ in rural communities across Great Britain

The Internet can bestow significant benefits upon those who use it. The prima facie case for an urban-rural digital divide is widely acknowledged, but detailed accounts of the spatial patterns of digital communications infrastructure are rarely reported. In this paper we present original analysis of data published by the UK telecommunications regulator, Ofcom, and identify and reflect on the entrenched nature of the urban-rural digital divide in Great Britain. Drawing upon illustrative case vignettes we demonstrate the implications of digital exclusion for personal and business lives in rural, and in particular remote rural, areas. The ability of the current UK policy context to effectively address the urban-rural digital divide is reviewed and scenarios for improving digital connectivity amongst the ‘final few’, including community-led broadband, satellite broadband and mobile broadband, are considered. A call is made for digital future proofing in telecommunications policy, without which the already faster urban areas will get ‘faster, fastest’ leaving rural areas behind and an increasingly entrenched urban-rural divide

Sources of Sex Information Used by Young British Women Who Have Sex with Women (WSW) and Women Who Have Sex Exclusively with Men (WSEM): Evidence from the National Survey of Sexual Attitudes and Lifestyles

There is little consideration about the provision of information about sex to women who have sex with women (WSW). This study drew on data from the third National Survey of Sexual Attitudes and Lifestyle, a nationally representative survey of people in Great Britain. Logistic regression was undertaken to examine firstly the relationships between WSW and women who have sex exclusively with men (WSEM) and their main source of information about sex, and secondly between WSW/WSEM and unmet need for information about sex. Each source was included as the binary outcome indicating yes this was the main source, or no this was not the main source of information about sex. The results found that WSW had significantly lower odds of reporting lessons at schools as their main source of information, and significantly higher odds of reporting sources defined as ‘other’ (predominantly first girlfriend/boyfriend or sexual partner) as their main source of information. Reported levels of unmet need for information was also higher amongst young WSW compared with WSEM. This study provides new insights into the sex educational needs of young women and highlights the need for sex education in schools in Great Britain to include information on a full-range of sexual practices, including same-sex sexual relationships

Media Literacy: The UK’s undead cultural policy

This article examines media literacy in the UK: a policy that emerged within the Department for Culture, Media and Sport in the late 1990s, was adopted by the New Labour administration, and enshrined in the Communications Act 2003. That legislation gave the new media regulator, Ofcom, a duty to ‘promote’ media literacy, although it left the term undefined. The article describes how Ofcom managed this regulatory duty. It argues that over time, media literacy was progressively reduced in scope, focusing on two policy priorities related to the growth of the internet. In the process, media literacy’s broader educative purpose, so clearly articulated in much of the early policy rhetoric, was effectively marginalized. From the Coalition government onwards, the promotion of media literacy was reduced further to a matter of market research. Today, if not altogether dead, the policy is governed by entirely different priorities to those imagined at its birth

Brands in international and multi‐platform expansion strategies: economic and management issues

Powerful media branding has historically facilitated successful international expansion on the part of magazine and other content forms including film and TV formats. Multi-platform expansion is now increasingly central to the strategies of media companies and, as this chapter argues, effective use of branding in order to engage audiences effectively and to secure a prominent presence across digital platforms forms a core part of this. Drawing on original research into the experience of UK media companies, this chapter highlights some of the key economic, management and socio-cultural issues raised by the ever-increasing role of brands and branding in the strategies of international and multi-platform expansion that are increasingly common- place across media

Young children’s food brand knowledge. Early development and associations with television viewing and parent’s diet

Brand knowledge is a prerequisite of children’s requests and choices for branded foods. We explored the development of young children’s brand knowledge of foods highly advertised on television – both healthy and less healthy. Participants were 172 children aged 3–5 years in diverse socio-economic settings, from two jurisdictions on the island of Ireland with different regulatory environments. Results indicated that food brand knowledge (i) did not differ across jurisdictions; (ii) increased significantly between 3 and 4 years; and (iii) children had significantly greater knowledge of unhealthy food brands, compared with similarly advertised healthy brands. In addition, (iv) children’s healthy food brand knowledge was not related to their television viewing, their mother’s education, or parent or child eating. However, (v) unhealthy brand knowledge was significantly related to all these factors, although only parent eating and children’s age were independent predictors. Findings indicate that effects of food marketing for un- healthy foods take place through routes other than television advertising alone, and are present before pre-schoolers develop the concept of healthy eating. Implications are that marketing restrictions of un- healthy foods should extend beyond television advertising; and that family-focused obesity prevention programmes should begin before children are 3 years of age

Alcohol content in the 'Hyper-Reality' MTV show 'Geordie Shore'

Aim: To quantify the occurrence of alcohol content, including alcohol branding, in the popular primetime television UK Reality TV show 'Geordie Shore' Series 11. Methods: A 1-min interval coding content analysis of alcohol content in the entire DVD Series 11 of 'Geordie Shore' (10 episodes). Occurrence of alcohol use, implied use, other alcohol reference/paraphernalia or branding was recorded. Results: All categories of alcohol were present in all episodes. 'Any alcohol' content occurred in 78%, 'actual alcohol use' in 30%, 'inferred alcohol use' in 72%, and all 'other' alcohol references occurred in 59% of all coding intervals (ACIs), respectively. Brand appearances occurred in 23% of ACIs. The most frequently observed alcohol brand was Smirnoff which appeared in 43% of all brand appearances. Episodes categorized as suitable for viewing by adolescents below the legal drinking age of 18 years comprised of 61% of all brand appearances. Conclusions: Alcohol content, including branding, is highly prevalent in the UK Reality TV show 'Geordie Shore' Series 11. Two-thirds of all alcohol branding occurred in episodes age-rated by the British Board of Film Classification (BBFC) as suitable for viewers aged 15 years. The organizations OfCom, Advertising Standards Authority (ASA) and the Portman Group should implement more effective policies to reduce adolescent exposure to on-screen drinking. The drinks industry should consider demanding the withdrawal of their brands from the show. Short Summary: Alcohol content, including branding, is highly prevalent in the MTV reality TV show 'Geordie Shore' Series 11. Current alcohol regulation is failing to protect young viewers from exposure to such content

Growing pains? The transition to digital television in Europe

This article argues that national policies for digital television (DTV) are largely determined by markets, political contexts and supra-national influences, notably European Union (EU) audiovisual policy, which puts pressure on member states to speed up digital switchover.This creates a tension between the push of the EU to harmonize the switchover process and set target dates and the struggle of some of the countries to comply with this policy. In terms of the strategies that could be employed to accelerate digital uptake, the article points to setting a prompt date for analogue switch-off, subsidizing the relevant equipment to receive DTV, offering triple play services, ensuring active management to complete conversion effectively and, above all, adopting free-to-view DTV. The wide reach free-to-air model, in which public broadcasters have a leading role, ensures that the universality principle is maintained in the digital age

A qualitative study of stakeholders' perspectives on the social network service environment

Over two billion people are using the Internet at present, assisted by the mediating activities of software agents which deal with the diversity and complexity of information. There are, however, ethical issues due to the monitoring-and-surveillance, data mining and autonomous nature of software agents. Considering the context, this study aims to comprehend stakeholders' perspectives on the social network service environment in order to identify the main considerations for the design of software agents in social network services in the near future. Twenty-one stakeholders, belonging to three key stakeholder groups, were recruited using a purposive sampling strategy for unstandardised semi-structured e-mail interviews. The interview data were analysed using a qualitative content analysis method. It was possible to identify three main considerations for the design of software agents in social network services, which were classified into the following categories: comprehensive understanding of users' perception of privacy, user type recognition algorithms for software agent development and existing software agents enhancement