Media under threat?

Date of publication: June 14, 2002

Company: MindShare

Author: Sheila Byfield


One difficulty in accurately predicting the media future through research is that most studies are conducted on the general population. It is well known that older generations are less willing to accept change and are least affected by it. We can better understand the future of media and technology if we understand the motivations, attitudes and behaviour of today's youth vs. previous generations of youth. This paper speculates on the future of both established and newer media based on the findings of Snapshots of Youth - a qualitative, global study conducted by MindShare and designed to understand the lives of opinion-forming late teens.

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