Contents |
Traditionally 'youth' is defined as being a marketing demographic that spans the ages of 12-25, however, this definition has recently been developed to include a particular lifestyle or consumer identity reflects youth ideals and culture (Sternberg, 2002, p. 305; Osgerby, 2004, p. 5). In regards to online youth communities, they have become an extension of this globalised consumer culture, where convergence of media technologies has allowed users to explore and develop their identity whilst participating in the construction of this particular sub-culture via online interactions with other users (Jagodzinski, 2004, p. 170; Osgerby, 2004, p. 211-215).
The concept of youth media became apparent following World War II when the media began to recognising this demographic as a viable sector of the economy (Sternberg, 2002, p. 305). Thus, advertising, film, television, music and other print resources began targeting ‘teenagers’ throughout the 1950s and with the introduction of digital and computing technology in the 1980s, this ‘youth’ market has become ingrained within popular culture. When the Internet was introduced in the 1990s, the effects of globalisation were felt by modern society, and this interface enabled users to overcome geographic constraints and communicate interactively on a global scale, thus allowing youth culture and communities to proliferate on the Web (See Youth Culture and New Technologies) (Rifkin, 2000, pp. 235-266; Sternberg, 2002, pp. 305-306; Osgerby, 2004, pp. 191-215).
Today it is not uncommon for teenagers to have access to communication technologies such as the Internet and mobile phones, with 80% of Australians between the ages of 14-24 going 'online' atleast once a month (Roy Morgan Research in Australian Clearinghouse for Youth Studies, 2005, http://www.youthfacts.com.au/index.php?option=displaypage&Itemid=261&op=page). The most common uses of the Internet within this demographic include email, instant messaging, discussion forums and weblogs, online gaming, research and listening to and downloading music (Fitchter, 2005). It is here that young people can communicate and interact freely, regardless of gender, sexuality or ethnicity, and marginalised social groups can also be celebrated via these online communities. An example of this is SuicideGirls, where alternative rock, goth and punk subcultures can interact via the material publishing online including pictures, e-zines, interviews and discussion boards on a global scale. This movement has grown significantly, particularly throughout the US, as SuicideGirls are currently conducting a world tour showcasing their members in a burlesque show (SuicideGirls, 2005, http://suicidegirls.com/tour/.
The development of mobile phone technology and personal communication devices have also enabled networks such as this one to be accessed 'off-line' via the integration of wireless technologies, allowing users to experience constant 'connectivity', provided they have access to a wireless connection (Rheingold, 2002, p. 294). Users are now also taking on a production/publishing role at a grassroots level where DIY content has become an integral component, thus influencing business and Government infrastructures throughout the world.
As youth communities continue to thrive in online environments and technology continues to become accessible to this demographic, the youth 'voice' has become a significant component within the construction of democracy on the Internet (Osgerby, 2004, p. 213). In the future, society will witness an increased accessibility on a global scale where DIY media will continue to feature prominently, particularly within the creation of alternative subcultures or niche communities, ultimately influencing social discourse throughout the world.
Australian Clearinghouse for Youth Studies (2005) "Australian Youth Facts and Stats: Media/Entertainment," retrieved October 20, 2005, from http://www.youthfacts.com.au/index.php?option=displaypage&Itemid=261&op=page.
Fichter, D. (2005) “The Many Forms of E-collaboration: Blogs, Wikis, Portals, Groupware, Discussion Boards and Instant Messaging,�? vol.29, no.4, pp. 48-50.
Jagodzinski, J. (2004) Youth Fantasies: The Perverse Landscape of the Media, New York: Palgrave Macmillan, ISBN 1403961646.
Osgerby, B. (2004) Youth Media, New York: Routledge, ISBN 0415238080.
Rifkin,J. (2000) The Age of Access: How the Shift From Ownership to Access is Transforming Modern Life, Camberwell, Vic.: Penguin Books, ISBN 014029547X.
Rheingold, H. (2002) "A Conversation with Howard Rheingold" in Powazek, D.M (ed) Design for Community: the Art of Connecting Real People in Virtual Places, Indianapolis: New Riders, pp. 286-296. ISBN 0735710759.
Sternberg, J. (2002) "Youth Media", in Cunningham, S. and Turner, G. (eds.) The Media and Communications in Australia, Crows Nest, NSW: Allen and Unwin, pp.304-319, ISBN 1865086746.
SuicideGirls (2005) "SuicideGirls Tour," retrieved October 21, 2005, from http://suicidegirls.com/tour/.
Kirsty Knox 06:51, 28 Oct 2005 (EST)
