Parents and online technologies: Communicating to youth (Francisco J. Pérez Latre)

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Francisco J. Pérez Latre
University of Navarra
Interactive Generations Forum

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Parents and online technologies: Communicating to youth (Francisco J. Pérez Latre)

  1. 1. Communicating to youth Francisco J. Pérez Latre University of Navarra- Interactive Generations Forum SOCIOS FUNDADORES
  2. 2. Minors is a generic term… • Children (until 10-15): content-oriented, preference for family consumption • Teens (12-15): also content-oriented but media consumption has a higher social component • Young adults (16-18): adopt some adult patterns for media consumption
  3. 3. Target: Children • Interactive venues (interaction, gaming, active participation as opposed to passive viewing) • Family, parents & educators: strong influence • They admire sports celebrities, and parents… And they love stories in every possible platform
  4. 4. Target: teens • Family, parents & educators lose influence • Peers & reference group get more important • Experience replaces parents’ advice
  5. 5. 4R Model • Relevance (make it real), • Respect (they do know), • Response (games, SMS, storytelling) • Relationship (they avoid one-way messages, which does not mean they will engage in further conversation)
  6. 6. csadaba@unav.es www.generacionesinteractivas.org
  7. 7. csadaba@unav.es www.generacionesinteractivas.org

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