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.
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