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

• Tipo: Capítulo ou Parte de Livro
• Data: 2010

Autores

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

Livro

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

Páginas: 345-373

ISBN: 9781605667928

Indexação

Scopus - 3 Citações

Classificação Científica

FOS: Ciências sociais > Economia e gestão

CORDIS: Ciências Sociais > Economia > Marketing

Outras Informações

ID Authenticus: 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.

Idioma: Inglês

Tipo (Avaliação Docente): Científica