Young Target Group Research Articles

Branding or visual storytelling? How legacy media use visual journalism to reach young people in the age of digitalization

This article discusses how legacy media companies are responding to the real or imagined challenge of reaching young people in the age of digitalization, by investigating two different strategies for how to make use of the so-called Generation Z’s preference for sensory and visual journalism. Through expert interviews, we present how the Norwegian public broadcaster NRK P3 and the biggest newspaper in Norway, VG, approach the challenge of catching young people’s attention. We identify two strategies for how legacy media companies work with visual expressions and designing their digital content when trying to reach a wide, fragmented young target group on digital platforms. VG is a platform-oriented storyteller where design is connected to the direction and mode of storytelling and tailored to fit certain platforms. Their area of focus is to be where their target groups are and to meet the visual expectations of these audiences by taking cues from what is trending on different platforms. NRK P3 takes the approach of a traditional brander that works in both visionary and traditional ways to build a strong, trustworthy and visible brand. We conclude by pointing out possible problems with both approaches.

Bundling Digital Journalism: Exploring the Potential of Subscription-Based Product Bundles

This study explores the potential of cross-publisher bundled offers as a strategy for increasing subscription sales in digital journalism. While innovative forms of bundling are an integral part of media distribution in music (e.g., Spotify) and film (e.g., Netflix), their adoption in digital journalism has been limited, despite research showing that bundled access to products can increase consumers’ willingness to pay, especially in younger target groups. Against this background, we conduct a choice-based conjoint analysis using data from a representative survey of the German online population (<em>n</em> = 1,542). Results show that bundling digital journalism has the potential to raise publisher revenues and subscription sales in digital markets. In particular, they highlight that a comprehensive, cross-publisher bundled offer, available at a fixed monthly rate, has the potential to stimulate digital journalism sales among different consumer groups in a relatively balanced way, including those who are typically more reluctant towards journalism. These findings align with the principles of information goods economics, which posit that maximising the size of digital content bundles often tends to be the most profitable distribution strategy. However, it is crucial to examine these findings in the context of the potential negative effects associated with this emerging business model in digital journalism, such as the cannibalisation of print subscriptions, diminished brand identification, and a possible imbalanced distribution of revenues.

Developing a Health Game to Prepare Preschool Children for Anesthesia: Formative Study Using a Child-Centered Approach.

BackgroundEvery year, millions of children undergo medical procedures that require anesthesia. Fear and anxiety are common among young children undergoing such procedures and can interfere with the child’s recovery and well-being. Relaxation, distraction, and education are methods that can be used to prepare children and help them cope with fear and anxiety, and serious games may be a suitable medium for these purposes. User-centered design emphasizes the involvement of end users during the development and testing of products, but involving young, preschool children may be challenging.ObjectiveOne objective of this study was to describe the development and usability of a computer-based educational health game intended for preschool children to prepare them for upcoming anesthesia. A further objective was to describe the lessons learned from using a child-centered approach with the young target group.MethodsA formative mixed methods child (user)-centered study design was used to develop and test the usability of the game. Preschool children (4-6 years old) informed the game design through playful workshops (n=26), and usability testing was conducted through game-playing and interviews (n=16). Data were collected in Iceland and Finland with video-recorded direct observation and interviews, as well as children’s drawings, and analyzed with content analysis and descriptive statistics.ResultsThe children shared their knowledge and ideas about hospitals, different emotions, and their preferences concerning game elements. Testing revealed the high usability of the game and provided important information that was used to modify the game before publishing and that will be used in its further development.ConclusionsPreschool children can inform game design through playful workshops about health-related subjects that they are not necessarily familiar with but that are relevant for them. The game’s usability was improved with the participation of the target group, and the game is now ready for clinical testing.

Journalistic YouTubers and Their Role Orientations, Strategies, and Professionalization Tendencies

ABSTRACT By focusing on journalistic YouTubers, this interview study investigates journalism on social media and how new digital actors on the periphery of journalism complement or compete with newsroom journalism. More specifically, the study examines journalistic YouTubers’ motivations and role orientations, work process perceptions in relation to network media logic and the modernization of journalism, and professionalization experiences on YouTube. Interviews with 16 journalistic YouTubers in Germany within and without the public broadcasting network funk reveal that most interviewees perceive themselves as journalistic actors to some extent. They identify the most with monitorial role orientations, striving to disseminate information, contribute to opinion formation, and enhance public participation. Moreover, they believe that their work contributes to the modernization of journalism by pushing journalism towards younger target groups, entertaining presentation styles, and a strong focus on audience interactions. Finally, funk YouTubers are incorporated into professional editorial structures and must follow qualitative and quantitative success criteria. In sum, our findings reveal a normalized revolution” (Klotz, R. J. 2019. “Deleveraging Creative Capital: A Decade of YouTube Campaigning.” International Journal of E-Politics 10 (1): 1–11): while public broadcasters benefit from young YouTubers acting as a gateway to a younger audience, the YouTubers integrated in the funk network profit from the resources and professional standards of media organizations.

Target audience differentiation through 3 Rivers, 1 Island Total Art Happening in Győr

Today's urban policies in Central and Eastern Europe place an increasing emphasis on cultural and creative activities, as the industrial activity is not always sufficient for the development of cities – and thus the regions run by them – and needs to be supported by tourism, especially cultural tourism. Organising cultural events, art festivals and happenings has a major impact on the development of the urban milieu. Today, events and festivals make a significant contribution to shaping the cultural image of a city. The key to the successful organization of festivals is the knowledge of the target audience, the differentiation, the most accurate segmentation of consumer groups. The present study showcases a detailed and comprehensive visitor analysis through 31! 3 Rivers, 1 Island Total Art Happening organized by Győr in Hungary. The organizers aimed to rethink and consciously use the genre (happening instead of festival) to differentiate the event effectively, and to create a unique image, consciously building on the needs of a young target group, with a new emphasis on visuality.

Game over or play again? Deploying games for promoting water recycling and hygienic practices at schools in Ethiopia

Worldwide, every year 525 000 children under the age of five die from diarrhoea. The simple act of washing hands with soap and water can prevent more than one-third of diarrhoeal disease cases. In the densely populated urban areas of the developing world, handwashing wastewater is commonly discharged to the environment without any treatment, creating unhygienic situations and breeding places for different vectors and wasting a valuable resource. However, this relatively clean wastewater can be treated and reused using simple technological solutions. The objective of our water innovation is, therefore, twofold: improving children’s health through stimulating handwashing at schools while at the same time demonstrating the feasibility of water conservation through low-tech, nature-based treatment and safe reuse of handwashing wastewater for irrigation and toilet flushing. To enhance the intrinsic motivation of children and school staff to adopt this innovation, four educational games were developed drawing on theories used in gamification of learning, such as social learning theory and engagement theories. This paper provides an overview of the games and the main results of the game testing. For promoting hygiene among school children, a board and a card game were developed based on the F-diagram – commonly used by water and sanitation practitioners to illustrate the main routes for pathogen transmissions from faeces. In addition, the system linking handwashing wastewater collection, treatment and reuse for irrigation and toilet flushing was simulated by the development of two board games which targeted school children, school staff and the operators of the treatment system. The prototypes and final versions were tested in two schools in the Oromia region in Ethiopia – while the treatment system (constructed wetland) for handwashing wastewater is located in one school. Children that play-tested the games were generally enthusiastic and eager to play repeatedly, which demonstrated that board and card games are appropriate tools to engage with this young target group. We conclude that there is a large potential for development, use, and upscaling of educational games for more sustainable WaSH interventions.

Prevalence and determinants of hookah use among college-going women of Delhi.

As governments across the world implement tobacco-control measures, the tobacco industry responds by coming up with new products such as hookah, which are more appealing and affordable for young people-especially women-their primary target group. We assessed the prevalence and determinants of tobacco use among undergraduate women students of the University of Delhi with special emphasis on hookah use. Using an anonymous self-administered questionnaire, we conducted a survey among the undergraduate women students of four colleges of the University of Delhi during March 2016. The tool was adapted from standard global surveys and had specific sections on tobacco use and patterns-use of shisha (hookah), smokeless tobacco as well as cessation and exposure to media and awareness about the harmful health effects of tobacco use. Point estimates along with 95% confidence intervals were estimated. Multivariate logistic regression was done to identify the determinants of current tobacco use and hookah use. Of the 780 respondents (mean [SD] age 19.3 [1.08] years), 22.9% (20.1-26.0) used tobacco in any form, with hookah being the most prevalent form (20.3%). One-third of the respondents believed that hookah smoking was less harmful than cigarette smoking. The major determinants of hookah use were-attending a private school (1.84; 1.11-3.01) or all-women college (2.79; 1.80-4.33); tobacco use by friends (2.47; 1.61-3.77); belief that smoking is a sign of women empowerment (2.09; 1.05-4.1 7) and the belief that hookah smoking is less harmful than cigarette smoking (2.81; 1.92-4.13). High prevalence of hookah use among young girls and women calls for a comprehensive approach including legislative options as well as increasing awareness about tobacco-cessation programmes among them.

Social Media Sellout: The Increasing Role of Product Promotion on YouTube

Since its foundation in 2005, YouTube, which is considered to be the largest video sharing site, has undergone substantial changes. Over the last decade, the platform developed into a leading marketing tool used for product promotion by social media influencers. Past research indicates that these influencers are regarded as opinion leaders and cooperate with brands to market products on YouTube through electronic-word-of-mouth mechanisms. However, surprisingly little is known about the magnitude of this phenomenon. In our article, we make a first attempt to quantify product promotion and use an original dataset of 139,475 videos created by German YouTube channels between 2009 and 2017. Applying methods for automated content analysis, we find that YouTube users indeed are confronted with an ever-growing share of product promotion, particularly in the beauty and fashion sector. Our findings fuel concerns regarding the social and economic impact of influencers, especially on younger target groups.

Car Motivations in the Young Target Group: An International Perspective

Globally, there are many profound changes going on within the automotive sector. There are new technological developments like e-mobility and autonomous cars, as well as new business models such as car sharing that may make purchasing a car obsolete for the younger, international target group. The intention of this paper is to identify the role and importance of cars in the young target group internationally and to explore current motives for buying an automobile. To this end, the authors conducted a psychological research study on a diverse group of upper division undergraduate and master’s degree level students originating from more than twenty different nations. Research methods used include structured one-on-one interviews and in-depth focus groups. The study’s results are useful for international marketing practitioners as they contribute to understanding the relevance and importance of automobiles for the international youth target market as well as identification of motives regarding car purchase across various countries. The results have implications for international managers within the automotive industry for the development of new mobility concepts as well as for international marketing communications within the automotive sector.

Photoaging Mobile Apps as a Novel Opportunity for Melanoma Prevention: Pilot Study.

BackgroundAround 90% of melanomas are caused by ultraviolet (UV) exposure and are therefore eminently preventable. Unhealthy tanning behavior is mostly initiated in early adolescence, often with the belief that it increases attractiveness; the problems related to skin atrophy and malignant melanoma are too far in the future to fathom. Photoaging desktop programs, in which an image is altered to predict future appearance, have been successful in positively influencing behavior in adiposity or tobacco prevention settings.ObjectiveTo develop and test a photoaging app designed for melanoma prevention.MethodsWe harnessed the widespread availability of mobile phones and adolescents’ interest in appearance to develop a free mobile app called Sunface. This app has the user take a self-portrait (ie, a selfie), and then photoages the image based on Fitzpatrick skin type and individual UV protection behavior. Afterward, the app explains the visual results and aims at increasing self-competence on skin cancer prevention by providing guideline recommendations on sun protection and the ABCDE rule for melanoma self-detection. The underlying aging algorithms are based on publications showing UV-induced skin damage by outdoor as well as indoor tanning. To get a first impression on how well the app would be received in a young target group, we included a total sample of 25 students in our cross-sectional pilot study with a median age of 22 (range 19-25) years of both sexes (11/25, 44% female; 14/25, 56% male) attending the University of Essen in Germany.ResultsThe majority of enrolled students stated that they would download the app (22/25, 88%), that the intervention had the potential to motivate them to use sun protection (23/25, 92%) and that they thought such an app could change their perceptions that tanning makes you attractive (19/25, 76%). Only a minority of students disagreed or fully disagreed that they would download such an app (2/25, 8%) or that such an app could change their perceptions on tanning and attractiveness (4/25, 16%).ConclusionsBased on previous studies and the initial study results presented here, it is reasonable to speculate that the app may induce behavioral change in the target population. Further work is required to implement and examine the effectiveness of app-based photoaging interventions within risk groups from various cultural backgrounds.

Erlebniswelt im Zeichen des Elches.Zur «Fabrikation der Sichtbarkeit» in der Geschichte von Abercrombie & Fitch

Abstract A World of Experiences under the Banner of the Elk. On the «Fabrication of Visibility» in the History of Abercrombie & Fitch The article sheds light on the history of the US-American fashion cult label Abercrombie & Fitch. It departs from an episode that dates back to the corporation's early heydays as an outfitter for hunters, fishermen, and outdoor enthusiasts, and then turns to the more recent history of the company as a supplier of exclusive casual apparel mostly catering younger target groups. In doing so, particular attention is given to the sometimes aesthetic, sometimes scandalous, but always attention catching «fabrication of visibility» which used to be typical for Abercrombie & Fitch from its relaunch in the 1990s until its recent decline and which largely contributed to the company's profitable difference.

Serum 25-Hydroxyvitamin D Concentrations and Depressive Symptoms among Young Adult Men and Women

There has been an increased interest in the role of vitamin D in depression; however, there have been few studies conducted in younger population groups. Our aim was to investigate the association between vitamin D status and depressive symptoms in a non-clinical young adult sample living in Dunedin, New Zealand. A cross-sectional sample of 615 young adults completed a questionnaire including demographics and the Centre for Epidemiological Studies Depression Scale (CES-D). Height, weight and a blood sample for 25-hydroxyvitamin D [25(OH)D] was obtained. Serum 25(OH)D was used to predict depression scores, adjusting for potential confounders including time spent outdoors for 13 consecutive days, BMI, age, sex and ethnicity. Prevalence of low vitamin D was high even in this age group, and serum 25(OH)D was negatively associated with depression symptoms before and after adjustment. When investigating the relationship between the presence versus absence of depressive symptoms and quartiles of 25(OH)D, participants in the lowest quartile were more likely to report depressive symptoms compared with those in the highest quartile. Although our findings suggest that vitamin D is a predictor of depression symptomatology, even when controlling for time spent outdoors, a randomised controlled trial in this young adult target group is needed to confirm the association.

Effectiveness of additional self-care acupressure for women with menstrual pain compared to usual care alone: using stakeholder engagement to design a pragmatic randomized trial and study protocol

BackgroundSelf-care acupressure might be successful in treating menstrual pain, which is common among young women. There is a need for comparative effectiveness research with stakeholder engagement in all phases seeking to address the needs of decision-makers. Our aim was to design a study on the effectiveness of additional self-care acupressure for menstrual pain comparing usual care alone using different methods of stakeholder engagement.MethodsThe study was designed using multiple mixed methods for stakeholder engagement. Based on the results of a survey and focus group discussion, a stakeholder advisory group developed the study design.ResultsStakeholder engagement resulted in a two-arm pragmatic randomized trial. Two hundred and twenty women aged 18 to 25 years with menstrual pain will be included in the study. Outcome measurement will be done using electronic questionnaires provided by a study specific mobile application (App). Primary outcome will be the mean pain intensity at the days of pain during the third menstruation after therapy start.ConclusionStakeholder engagement helped to develop a study design that better serves the needs of decision makers, including an App as a modern tool for both intervention and data collection in a young target group.Trial registrationClinicaltrials.gov identifier http://NCT01582724

Sensitizing Young Adults to Their Biases about Middle-Aged and Older Persons: A Pedagogical Approach

In an undergraduate level course addressing adult development and aging, students were asked within the first week of class to examine and articulate their expectations of individuals of differing ages and genders. The students were asked to develop a comprehensive picture that described what life tasks, personality characteristics, personal goals, relationship issues, and work issues they expected would be important to each person. Students were also instructed to describe how they expected (based only upon their preexisting opinion and experience) such individuals would cope with issues related to health, identity, or work. Students were then asked to interview one person of each of the six age group/gender categories that they had previously described, comparing and contrasting interview findings with previously articulated expectations. Results suggested that students emerged from this experience with a more complex and open understanding of people who were not members of their own age group. The proportion of undergraduates whose expectations were not met increased (p < .05) in the middle-aged and older target groups relative to the young adult target group. It is argued that this experience helps students to not only be more sensitive to their own biases based upon age, but also to be more cognizant of individual differences among middle-aged and older adults.

Instruments for analysing the influence of advertising on children's food choices

The aim of this report was to present methodological aspects of assessing the effects of advertising on children's food choices and preferences. Two instruments have been used: first, a choice experiment on children's food knowledge and preferences, and second, a questionnaire on children's knowledge about and attitudes towards advertising. The choice experiment employed 10 matched pairs of food items, each represented in two magazines, one that tested knowledge and the other food preferences. The children's questionnaire contained four dimensions that tested children's credibility and suspiciousness of, as well as entertainment by, advertising. Although based on already developed tools, both instruments were modified to suit the young target group and ensure cross-cultural comparability. The questionnaire was validated via Cronbach's alpha and factor analysis. A total of 393 children aged 5-11 years from seven European countries participated in the study. Both instruments proved to be valid and reliable to analyse the food knowledge and preferences of children, as well as knowledge about and attitudes towards advertising. While 92.2% of the children predominantly recognised the healthier food, only 33.2% also preferred the healthier food. The Cronbach's alpha values for the dimensions were 0.470 for credibility, 0.409 for suspiciousness and 0.295 for entertainment factor. The gathered data revealed that children are rather critical and suspicious of advertising and only moderately entertained. Both instruments are applicable for the 5- to 11-year-old age group in different European countries. Descriptive results indicate additional insights into the effects of advertising on children's food knowledge, preferences and food choice.

Marketing in organised sport: Participation, expectations and experiences of children

From a management perspective, as well as from a pedagogical viewpoint, the experiences of young participants as clients of organised sport are of paramount importance. Knowing what customers want (expectations) and how they perceive what they receive (experiences) is the best way to design effective sport services. The purpose of this study was to collect and analyse data on sport participation as well as the experiences of children in different sports organizations,; in particular sports clubs, municipal sport agencies and schools (extracurricular sports program). A random sample of 564 children, aged 9–12 years, was selected. A questionnaire consisting of closed questions about participation and open ended questions relating to experiences was administered to these children. In addition, individual in‐depth and focus group interviews were carried out in order to delve deeper into children's perceptions about each of the different sport organisations. The results indicate that in Flanders the most popular sport organisation for children is the sports club, followed by the school with its extracurricular sport programs. One fifth of the children are not involved in sports in an organised way. An inductive data analysis of the textual data yielded four major categories of quality dimensions: program/activities, organisational/logistical aspects, guidance, and enjoyment. One of the crucial aspects this young target group cited was the need for diversity in sport programs. The children indicated that negative experiences regarding guidance are an important reason that they drop out. Among other things, it is concluded that, despite the different possibilities for sports participation related to the different sports structures, it seems to be difficult to attract the least engaged children into sport.

Youth's Attitudes Toward the Elderly

This paper examines the attitudes of 35 male and 122 female college students toward six target groups of elderly individuals: males and females aged 65-74, 75-99 and 100 or older. A twenty-item semantic differential scale was used. Findings support the conclusion that the elderly are perceived as a heterogeneous group with age being an important discriminator, and with gender being less potent but, nevertheless, important. Older target groups were perceived less favorably than younger target groups, but actual values of attitude scores indicate that the least favorable means were in a neutral affect range rather than the more extreme negative range of possible scores. Finally, the effects of several characteristics of respondents on attitudes toward the elderly were examined. Only modest differences were found, suggesting that perceived differences between target groups are widely shared. Implications are discussed.