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

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Safer Internet Forum 2010 (European Commission)

This document discusses communicating with different youth groups and provides recommendations. It separates youth into 3 groups - children (ages 10-15), teens (ages 12-15), and young adults (ages 16-18) - and notes their different media consumption patterns and influences. For children, it recommends interactive content focusing on family and stories, while for teens it emphasizes the growing influence of peers and experience over parents. It also presents the 4R model for effective communication: ensure relevance, respect, response through preferred mediums like games and stories, and relationship without expecting further engagement.

Technology Spiritual Self Improvement

Communicating
to youth
Francisco J. Pérez Latre
University of Navarra-
Interactive Generations Forum
SOCIOS FUNDADORES

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

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

Target: teens
• Family, parents & educators lose influence
• Peers & reference group get more important
• Experience replaces parents’ advice

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)

csadaba@unav.es
www.generacionesinteractivas.org

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

1. Communicating to youth Francisco J. Pérez Latre University of Navarra- Interactive Generations Forum SOCIOS FUNDADORES

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. 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. Target: teens • Family, parents & educators lose influence • Peers & reference group get more important • Experience replaces parents’ advice

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. csadaba@unav.es www.generacionesinteractivas.org

7. csadaba@unav.es www.generacionesinteractivas.org

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

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