Young Citizens Forum:What are young people’s expectations aboutcontent in a converging media environment?Dr Matthew Dobson...
Welcome Young citizen representatives Ms Cherrie Bottger, Network Head of Children’s Programming & Documentaries, Network ...
Overview of Digital Australians study• Digital Australians examined the impact of the increasing use of  digital media on ...
Media use• Australians’ media use is changing• Older Australians are more likely to be heavier users of  broadcast media, ...
Perceived benefits of a convergingmedia environment• Choice• Convenience• Access to new technologies• Personalise content ...
Expectations for content acrossdifferent platforms• Distinction between delivery platform not as important as  distinction...
Expectations about standards• Australians expect the news that they consume online will match  the professional and journa...
Protection of children• Managing one’s own use versus children’s use of online media• Young people accessing inappropriate...
Perceived importance of consumer information forchildren’s viewing across media
Social networking services now play a central rolein creating and presenting Children and YoungPeople’s identities        ...
Online Risks – Inappropriate Content  ‘I’ve found heaps of funny stuff that I wouldn’t tell my mum    about but it’s funny...
Panel Questions
What are young people’sexpectations about professionallyproduced media content?
How important is social media ingenerating interest in new content?
How do young people determine ifonline content is safe?
What are the main issues for youngpeople who watch or produce user-generated content?
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Panel discussion what are young people s expectations about content in a converging media environment

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Panel discussion what are young people s expectations about content in a converging media environment

  1. 1. Young Citizens Forum:What are young people’s expectations aboutcontent in a converging media environment?Dr Matthew DobsonSenior Research AnalystDigital Society Policy and Research SectionAustralian Communications and Media Authority
  2. 2. Welcome Young citizen representatives Ms Cherrie Bottger, Network Head of Children’s Programming & Documentaries, Network Ten Mr Martin Cocker, Executive Director, NetSafe, New Zealand
  3. 3. Overview of Digital Australians study• Digital Australians examined the impact of the increasing use of digital media on attitudes and expectations about media content and how it is regulated• Conducted for the ACMA by GfK Bluemoon  13 focus groups in metropolitan and regional areas across three states between 20 April and 11 May 2011  Online survey of 1,250 Australians aged 18 years and over, utilising insights from the qualitative research  Fieldwork completed between 8 and 22 July 2011
  4. 4. Media use• Australians’ media use is changing• Older Australians are more likely to be heavier users of broadcast media, while younger Australians use online media more• But use of traditional media like television and radio remains the most common for many
  5. 5. Perceived benefits of a convergingmedia environment• Choice• Convenience• Access to new technologies• Personalise content delivery across platforms & devices
  6. 6. Expectations for content acrossdifferent platforms• Distinction between delivery platform not as important as distinction between content type• Distinction between user-generated and professionally produced content• Standards for traditional content same online as offline
  7. 7. Expectations about standards• Australians expect the news that they consume online will match the professional and journalistic standards of television, radio and newspapers• Australians’ expectations of content quality and professionalism seem independent of the platform used to deliver the content• As with expectations about community standards, brand is important for setting expectations
  8. 8. Protection of children• Managing one’s own use versus children’s use of online media• Young people accessing inappropriate material was a concern to most, especially parents• Australians accept the role of parents as being central to cybersafety
  9. 9. Perceived importance of consumer information forchildren’s viewing across media
  10. 10. Social networking services now play a central rolein creating and presenting Children and YoungPeople’s identities A number of activities on Facebook has become central to Facebook can signal identity: identity building: • Who you are friends with • It has become a vital conduit • What you write in your status through which CYP build, negotiate and project their • The pictures you put up of yourself identities • The content you share • With many CYP who are less • The things you ‘like’ socially confident, using it in some cases more than the real world to • The comments you make on other do so (keyboard warriors) people’s content • Facebook is a particularly powerful identity tool as it allows a public expression of identity to reach a wide audience
  11. 11. Online Risks – Inappropriate Content ‘I’ve found heaps of funny stuff that I wouldn’t tell my mum about but it’s funny to send to people from school to try and gross them out.’ ‘Sometimes I do see naughty things but I just click the red cross straight away.’
  12. 12. Panel Questions
  13. 13. What are young people’sexpectations about professionallyproduced media content?
  14. 14. How important is social media ingenerating interest in new content?
  15. 15. How do young people determine ifonline content is safe?
  16. 16. What are the main issues for youngpeople who watch or produce user-generated content?

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