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Marketing to Teenagers on Social Networking Sites Essay Example

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Marketing to Teenagers on Social Networking Sites

Marketing to Teenagers on Social Networking Sites. Marketers are aware that some teenagers do not participate in social media because they are either disenfranchised or simply choose to object with the popular notion. These numbers are not as large and therefore marketers concentrate on those who actually take part. Parents were cited as the major hindrance to those teens that do not frequent social media (Lenhart 2007, pp. Objectors are those who are politically opinionated and have personal reasons that make them detest social media.Segmentation in the social media cannot be dependent on race or social class. Research that was done by Boyd (2007, p. 3) indicates that poor black teenagers or from other minority groups have the same capability of accessing and utilizing social media as do white teenagers from wealthier backgrounds in the United States.

The only difference is the length at which they stay in the media (Sundén 2003, p. Those who access it in school are likely to have short access spans which mean that their involvement is primary or just as an asynchronous tool of communication. Those form richer backgrounds are however likely to have nighttime access which means that they have more time to modify their profiles (Boyd & Jeffrey 2006, p. 4), to surf the net for longer and also chat with friends and strangers alike (Halpern 2007, p.Gender plays a critical role in the participation in social media. Generally, though, the participatory divide seems larger than the access divide (Livingstone 2005, pp. Younger boys have been found to have more interest in the social media than younger girls. However, the same research states that girls in their late teenage years are more likely to participate in social media than boys of the same age. The most common use of media is for meeting new friends and sharing information on an avalanche of topics (Thornton 1996, p.Some social network sites tend to have their participation segmented along cultural and language lines. The most popular sites tend to have participation along different nations but the myriad smaller ones are restricted to particular markets (Jenkins 2006, pp. Orkut, a Google project has a large following in both Brazil and India. However, both groups of consumers have their own domains and hardly interact despite being on the same platform. Furthermore, the system in India follows their caste system which already segregates them from each other. Cyworld, is another example which has a large following. Marketing to Teenagers on Social Networking Sites.

References

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Boyd, D. 2004. “Friendster and Publicly Articulated Social Networks.” Proceedings of Conference on Human Factors and Computing Systems (CHI 2004), ACM, Vienna

Boyd, D. 2006. “Friends, Friendsters, and MySpace Top 8: Writing Community Into Being on Social Network Sites.” First Monday 11(12)

Boyd, D. 2007. “Why Youth (Heart) Social Network Sites: The Role of Networked Publics in Teenage Social Life.” MacArthur Foundation Series on Digital Learning – Youth, Identity, and Digital Media Volume. MIT Press, Cambridge, MA

Boyd, D. & Jeffrey, H. 2006. "Profiles as Conversation: Networked Identity Performance on Friendster." Proceedings of the Hawaii International Conference on System Sciences (HICSS-39), Persistent Conversation Track, IEEE Computer Society, Kauai, HI

Buckingham, D. 2000. After the Death of Childhood. Polity, Oxford

Calhoun, C.1992. Habermas and the Public Sphere. MIT Press, Cambridge, MA

Davis, F. 1992. Fashion, Culture and Identity. University of Chicago Press Chicago

Donath, J. & Boyd, D. 2004. “Public Displays of Connection.” BT Technology Journal, October 22(4), pp. 71-82.

Farnham, K. & Farnham, D. 2006. MySpace Safety: 51 Tips for Teens and Parents. How-To Primers, Pomfret, CT:

Forman, M. 2002. The ‘Hood Comes First: Race, Space, and Place in Rap and Hip-Hop. Wesleyan University Press, Middletown, Connecticut

Geertz, C. 1973. The Interpretation of Cultures. Basic Books, New York

Glassner, B. 2000. The Culture of Fear: Why Americans Are Afraid of the Wrong Things. Basic Books, New York

Halpern, J. 2007. Fame Junkies: The Hidden Truths Behind America’s Favorite Addiction. Houghton Mifflin.

Hine, T. 1999. The Rise and Fall of the American Teenager. Bard, New York

Ito, M. 2007. “Introduction.” Networked Publics. MIT Press, Cambridge

Jenkins, H. 2006. “Confronting the Challenges of Participatory Culture: Media Education for the 21st Century.” White Paper for MacArthur Foundation.

Koppelman, A. 2006. "MySpace or OurSpace?" Salon, Retrieved from http://www.salon.com/mwt/feature/2006/06/08/my_space/ on 31st January 2012

Lenhart, A. 2007. “Social Networking Websites and Teens: An Overview.” PEW Internet and the American Life Project, January 7

Livingstone, S. 2005. “On the relation between audiences and publics.” Audiences and Publics: When Cultural Engagement Matters for the Public Sphere. Intellect, Portland

Murray, M. Jr. 2004. Freaks, Geeks, and Cool Kids: American Teenagers, Schools, and the Culture of Consumption. Routledge, New York

Overturf, J. et al. 2005. “Changes in the Lives of U.S. Children 1990-2000.” Working Paper No 78, United States Census Bureau. November.

Perkel, D. 2006. “Copy and Paste Literacy: Literacy Practices in the Production of a MySpace Profile – An Overview.” In Proceedings of Informal Learning and Digital Media: Constructions, Contexts, Consequences. September 21-23, Denmark

Sundén, J. 2003. Material Virtualities. Peter Lang Publishing, New York

Thornton, S. 1996. Club Cultures: Music, Media, and Subcultural Capital. Wesleyan University Press, Middletown, Connecticut

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preview essay on Marketing to Teenagers on Social Networking Sites
  • Pages: 6 (1500 words)
  • Document Type: Dissertation
  • Subject: Marketing
  • Level: Undergraduate
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