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Children online - consumers or citizens?

Livingstone, Sonia (2004) Children online - consumers or citizens? Cultures of Consumption Working Paper Series, ESRC/AHRB, London, UK.

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Abstract

In the E-Society project entitled UK Children Go Online (www.children-go-online.net), we are combining qualitative and quantitative methods to explore the involvement of 9-19 year olds in today’s heavily mediated consumer culture, focusing on the opportunities and risks that the internet represents for young people. The enthusiasm with which this age group regards the internet (‘we are the internet generation’, they proclaim proudly), suggests a striking coincidence of interests between young people themselves and the rapidly growing industry which markets to them, developing dedicated online content and services, albeit a coincidence that arouses considerable ambivalence among critical commentators. It is suggested that young people’s involvement with online consumer culture, including the ways in which this mediates offline consumer/youth culture, can be usefully framed in terms of media literacy, a framework currently of considerable policy relevance given the duty of the communications regulator, OFCOM, to promote media literacy. This paper draws on the qualitative findings obtained thus far to identify the varieties of literacy evidenced by young people, including their considerable fluency in using new forms of media to create a seamless, ‘always on’, peer-oriented environment, their less-than-critical awareness of some of the commercial imperatives and strategies that lie behind the provision of these media, and the difficulties of identifying as yet ‘unmet needs’ for this population.

Item Type: Monograph (Working Paper)
Official URL: http://www.consume.bbk.ac.uk/publications.html
Additional Information: © 2004 Sonia Livingstone
Library of Congress subject classification: H Social Sciences > HQ The family. Marriage. Woman
H Social Sciences > HM Sociology
Sets: Departments > Media and Communications
Departments > Social Psychology
Rights: http://www.lse.ac.uk/library/usingTheLibrary/academicSupport/OA/depositYourResearch.aspx
Date Deposited: 11 Sep 2008 10:53
URL: http://eprints.lse.ac.uk/13336/

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