The "Digitalisation" of Youth: How Do They Manage and Integrate Digital Technologies?

• Type: Chapter or Part of a Book
• Date: 2010

Authors

Pedro Manuel dos Santos Quelhas Taumaturgo de Brito (Author) FEP

Book

Title: Handbook
of Research on Digital Media and Advertising: User Generated Content Consumption

Pages: 345-373

ISBN: 9781605667928

Indexing

Scopus - 3 Citations

Scientific classification

FOS: Social sciences > Economics and Business

CORDIS: Social sciences > Economics > Marketing

Other information

Authenticus ID: P-00A-9Q7

Abstract (EN): The digitalization of youth signifies their complete immersion, active participation and involvement in the production, consumption and sharing of digital content using various interconnected/interfaced digital devices in their social network interactions. A prerequisite to successful commercial commu- nication with young people is having a good understanding of new media, along with their social and psychological framework. The behaviour, motivation and emotions of youth in general and in relation to digital technologies, especially the meaning attached to mobile phones, the Internet (mainly social network sites) and games (computer-based and portable) should also be addressed if advertisers aim to reach this target group.

Language: English

Type (Professor's evaluation): Scientific