RESOURCES / STUDIES: Youth Media DNA: Decoding Youth as News & Information Consumers

Youth Media DNA: Decoding Youth as News & Information Consumers

Author

World Association of Newspapers (WNA)

Publication Date

2007

Summary

"Over the past decade, publishers across the world have been concerned about declining rates of newspaper readership among young people. Among the newspaper community - national newspaper associations, newspaper-in-education committees, and academics - there is much debate about why this is happening and how to address the issue. Are young people interested in news and information? How does technology affect their daily media consumption? What rituals do they associate with newspaper readership?"

Inspired by these questions, in early 2006, the World Association of Newspapers (WAN) undertook research in an effort to develop better strategies at the global and local level for reaching and delivering news content to young readers. This 15-page report shares results from the exploratory phase of this qualitative research; while it does not offer conclusions about young readers globally, it does indicate trends in youth newspaper readership gleaned from 10 focus groups of young people (15 to 24 years old) in 10 countries (Colombia, Japan, Lebanon, the Philippines, Serbia, Spain, South Africa, Sweden, the United Kingdom, and the United States).

SOURCE: http://www.comminit.com/en/node/244080

FULL REPORT AS PDF: http://www.wan-press.org/IMG/pdf/Youth_Media_DNA.pdf