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1. What was the marketing strategy adopted by Sprite in the 90s in order to appeal to young people?
2. Why did kids reject traditional ways of advertising?
3. How did Sprite manage to be associated with hip-hop culture?
4. “They were not selling the product, but the fact that they understood their culture”. Explain. Can you give an example of a recent marketing campaign tapping into youth culture?
5. What were some of the methods they employed to attract teens?
6. How was MTV launched and when?
7. What are some of MTV „s marketing strategies?
8. What is the relationship between music, youth culture and big corporations?
(…) Professor Livingstone has studied media and its effects on young people for two decades. they have the potential to do it on social networks. (…. constantly promoting themselves and constantly connected. there's no single social change that catalyses them. gossip and attitudes from Google and Facebook. Boyd. But is there actually something different going on? These kids get their culture. moody and misunderstood. those who have the means are constantly connected. Hanging Out. Sunday 26 June 2011 1. They are bad-tempered. so James Dean. believes it's now easier to . 5. Messing Around. 4. this generation of digitally enabled. with so many technological touch points and interest-driven groups. The youth of 2011 are a clique of Adam Ant-alike hipsters in so-tight-they-could-bepainted-on trousers. 3.)What makes them now unique is that they have a (mostly) open communication platform at their fingertips that allows them to connect on a global scale with people going through the same biological. if you believe the reactionary headlines. And. in networked computer games and via SMS. They are constantly on." says Danah Boyd. who has been studying kids' activities on networks like Facebook and MySpace for almost a decade. computer savvy youth is a menace to society. They think filming their mates slapping strangers and then putting the videos up on YouTube is hilarious. "Historically there has been a trigger – a music change or style change – that's prompted a variety of different youth adaptations. psychological and social changes. co-author of the research project book. So far. So instead of creating a group identity in the playground or at the mall. Not only does this upset traditional top-down marketing models but it also means that a single youth culture is now almost impossible to identify. radio and print is that the technology puts the kids in the centre as culture creators rather than culture consumers. hacking into the processors of the most respected institutions in the world. 2.Youth culture: teenage kicks in the digital age The Observer. geek-pie haircuts and Day-Glo stripes on their faces. and Geeking Out. The greatest transformation she sees with the web compared with television. And. But now. as anyone who's observed kids in action knows.
What is most surprising about the findings of the research in this field is that. thoughts and anxieties. 7. the ways youth culture expresses itself haven‟t changed ." she says. If it's for dating. "What young people are doing on Facebook when they gossip and socialise is intensively monitoring what everyone else is doing and what everyone else is saying. It is the height of reflexivity. The effects of this are unknown. This has implications for kids' development. blogs. Boyd observes." (…. "We ever more surround ourselves by people like us who share the same beliefs and values. games or YouTube – create more intensive feedback circles than have been experienced before." So rather than a globally homogenised youth culture." she says." says Livingstone. Livingstone argues.) 6. but the tools the kids use – whether they're social networks. you're likely to be in your 20s. there a lots of little tight-knit. other life stages use it in other ways. homogeneous fragments." says Livingstone of the new media." . If it's for gossip and socialising. "I don't think it's happened yet. 8. there is very little evidence for a common global youth culture. "It keeps them constantly updated on what other young people are thinking and doing. "There's much less time spent going along with people who are really quite different. "Something transformative is happening. despite the much-hyped global network. Boyd argues that the way media is used by kids actually reinforces local connections. "Most young people interact with people they know in their everyday environments.define "youth" by looking at how we use technology. you're probably a teen. And. Fundamentally.