This thesis is focused on young people’s attitudes towards and use of the cell phone in the late modern network society. By means of a qualitative target group study of 8 young people between 15 and 17 years, we analyse the attitudes towards the cell phone partly as tool in their daily lives – partly as a media platform. On the basis of this analysis we discuss the possibilities and limitations connected to strategic communication aimed at young people as a target group. Our conclusion is that to young people the value of the cell phone lies in its possibilities of increased flexibility, entertainment and easy maintenance of existing social relations. Furthermore it works as a symbol of identity through which the young person can gain status and position in the surrounding world. Thus the cell phone helps reflecting the personality of the individual both as to aesthetic signaling value and as to individual character. As a result of the research we find a number of factors which in different ways influence and motivate young people to focus attention on a specific content: the degree of convenience, relevance, uniqueness, interactivity, respect for privacy and the possibility of strengthening social relations in the internal networks of young people. These factors are crucial if an initiative of communication aimed at young people as a target group is to succeed.
|Uddannelser||Kommunikation, (Bachelor/kandidatuddannelse) Kandidat|
|Udgivelsesdato||14 mar. 2008|
- generation netværk