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Who is using New Media (SHEP)


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Who is using New Media (SHEP)

  1. 1. AUDIENCE and CONTEXT Who is using the new media? Starter: HOW do you think these groups of people use the internet?
  2. 2. Generational Divide? ( SH EP) <ul><li>Often associated with youth due to: </li></ul><ul><li>- access </li></ul><ul><li>- familiarity with a wider range of media </li></ul><ul><li>There has always been a generation divide in media use since the emergence of YOUTH CULTURE in the 1950’s. (e.g. Pop music) </li></ul><ul><li>Communication technology has always been used by young people to assert differences, and develop individual and collective identities. </li></ul><ul><li>Adult anxieties remain much the same. </li></ul>
  3. 3. <ul><li>HOWEVER, as the media environment has expanded adults now have a much wider range of issues to be anxious about: </li></ul><ul><li>- gadgets (personal safety) </li></ul><ul><li>- websites (pornography) </li></ul><ul><li>- social networking, text and MSN (bullying) </li></ul><ul><li>New media is also IMMEDIATE and ACCESSIBLE. (‘now’ media?) </li></ul><ul><li>The ways in which young people seek out and access entertainment and news is different to previous generations. </li></ul><ul><li>- want it NOW </li></ul><ul><li>- tailored to their specific needs and identities. </li></ul>
  4. 6. <ul><li>BUT don’t exaggerate generational divide. Patterns in media consumption are changing across the board: </li></ul><ul><li>Statistically: </li></ul><ul><li>16-24 year olds… </li></ul><ul><li>- spend more time online </li></ul><ul><li>- Send more text messages </li></ul><ul><li>- watch LESS television. </li></ul><ul><li>BUT 40% of adults… </li></ul><ul><li>- use social networking sites </li></ul><ul><li>The average age of the online gamer is 33. </li></ul>
  5. 7. A Class Divide? (SH E P) <ul><li>The poor lack the material resources to participate in the new media revolution. </li></ul><ul><li>Internet access in the UK: </li></ul><ul><li>80% of richest bracket of households but ONLY 11% of the poorest. </li></ul><ul><li>Class divide = Digital divide (based on gender, employment, class and educational attainment) </li></ul><ul><li>Why do you think there is this digital divide? </li></ul><ul><li>How does this affect the marketing of new media products? </li></ul>
  6. 8. A Gender Divide? ( S HEP) <ul><li>Ofcom (2006):Ages 12-15 </li></ul><ul><li>Both confident surfing the web. </li></ul>Boys more likely to: Play computer and console games Girls more likely to: Have a mobile phone Use the internet Listen to the radio Read newspapers and magazines. Use the internet as a communication tool.
  7. 9. <ul><li>Li and Kirkup (2007) studied UK adults. </li></ul><ul><li>They found SIGNIFICANT gender differences… </li></ul>WOMEN more likely to: Express the opinion that using computers was a ‘male’ activity and skill. MEN more likely to: Use email Use chat rooms Play computer games
  8. 10. A Global Divide? ( S H E P ) <ul><li>In 2004, fewer than 3 out of every 100 Africans used the internet, compared with one out of every 2 inhabitants of G8 countries. </li></ul><ul><li>G8 countries are home to only 15% of the world’s population but have almost 50% of the world’s total internet users. </li></ul><ul><li>USA and Western Europe generate most of the CONTENT on the www! </li></ul><ul><li>85% written in English which is only spoken by 10% of the world’s population. </li></ul><ul><li>What does this suggest about the ideology and values expressed on the ‘ w orld w ide web’? </li></ul>
  9. 11. <ul><li>Seaton (2003): </li></ul><ul><li>The E CONOMIC and S OCIAL inequalities of the off-line world MIRROR the online world. </li></ul>