Abstract:

The following paper describes the findings from Nickelodeon UK’s photo research, a project designed to elicit information for television ‘creatives’ who rely on rich data on kids lives for inspiration and to keep them in touch with kids. The findings are based on the photos taken and photo journals completed by a sample of kids aged 7 - 8 and 11 -12 years. The use of cameras and photo journals was chosen to allow us to see the world through kids’ eyes and hear their motivations and thoughts in their language. The main theme apparent in the findings was an ongoing conflict that kids face: the dichotomy between the safe and protected worlds of childhood versus the freedom and responsibility of adulthood.