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I am working on an additional subsection of 'Analysis and criticism' on the Reality television page, titled 'Youth audience.'
Youth audience
[edit]Youth audience can be broadly defined as media consumers between ages 12 and 17, though even young adults can often be categorized as youth. Traditional media has recognized youth as a group needing protection from the exploitations of media, but new research shows that youth are a significant portion of media audience that deserve unique attention and engagement.[1]
In 2006, four of the ten most popular programs among viewers under 17 were reality shows.[2] Furthermore, studies show that young people even emulate the behavior displayed on these programs, gathering much of their knowledge of the social world, particularly about consumer practices, from television.[3] This is significant, given that the youth demographic accounts for over $20 billion of annual spending in the United States alone.[2] Research also shows that young people frequently multitask while watching television, engaging in social media and text messaging.[4] This allows advertisers and programmers to access youth from a variety of media at the same time, capitalizing on this lucrative demographic market.[2] The strategic targeting of specific audiences involves an assessment of common values, and those common values for youth include popularity/belonging, achievement/self-fulfillment, and excitement/enjoyment.[2] Programmers can appeal to these values by involving celebrities, competition and high-drama situations. Reality television blurs the line between celebrity and the ordinary, making the media an increasingly accessible and flexible entity for youth to engage with.[3]
The inclination for youth to consume media comes from both personal need and social environment.[5] It also serves as a way that youth and adults communicate, yet it also has the ability to isolate generations, since programming is generally directed at either young people or adults, rarely both.[6] Media, including reality television, can be used to increase dialogue between generations and address the needs of youth from society.[6] However, while it is easy for adults to speak to youth and for youth to speak to each other through media, it's a more of a challenge for youth to reach adults. Media critics argue that by keeping these audiences exclusive, adults do not feel obligated to meet the needs of youth.[6]
Broadcaster Krishnan Guru-Murthy contends that reality television is "a firm and embedded part of television's vocabulary, used in every genre from game-shows and drama to news and current affairs."[7] This, combined with youth's heavy use of television media, means that reality television plays a crucial role in the lives of youth all over the world.
Global examples
[edit]In China, under-30-year-olds make up roughly 40 percent of the 1.3 billion people in the country, which accounts for about one-fifth of the world population.[4] In a bustling post-Maoist economy and increasingly competitive job market, Chinese youth are constantly striving to rise to an inflated standard, which is communicated to them through media, including reality television.[4] Reality shows grew significantly with the launch of MTV China, which localized content to appeal specifically to Chinese youth.[8]
The program, "Super Girls' Voice," which first aired in 2005, exemplifies the way new media has captured the values of Chinese youth and built a commodity.[3] Not only was the show immensely popular among young viewers, but the program allowed the audience to participate in the judgment and reward of each contestant on the show by voting via text message. Some critics believed that this format held cultural, social and political significance, as young people in China were more or less able to control the content of television programming, rather than succumb to government-approved programs.[3] At the same time, some critics argued that "Super Girls' Voice" perpetuated a stereotypical image of the impossible ideal, and was harmful, overall, to Chinese youth.[3]
The most successful reality television program in India, "Indian Idol," is expanding its franchise, launching "Indian Idol Junior."[9] Indian Idol was an instant hit, and though the show has run seven seasons, it holds its place as the most popular television program in India.[9] In the summer of 2007, coverage of the third season focused on the breaking down of cultural and socioeconomic barriers as the public rallied around the show's top two contestants. This showed how participatory media can mobilize the public and transcend ethnic and religious boundaries.[10] The new "Indian Idol Junior" may offer the same cultural significance for youth as they participate in this high-profile competition.[10] Panel judge and music director Shekhar Ravjiani said that the children "may need to be corrected in a subtle way and nurtured properly," suggesting that the program will be constructive to the participating youth.[11] Producers hope the show will offer a fresh perspective of young talent in India.[11]
Africa has a population of 1 billion, with half of those people under 35.[12] In the past few years, new television programs have launched all across Africa to engage this large group of youth with the surrounding world.
In 2011, MTV Base "Meets" was released in Africa, and in August of 2012, the second season was exclusively broadcast in Ghana by ViaSat-1.[13] "Meets" is a multimedia youth empowerment program that motivates teens by introducing them to prominent role models in the African community--leaders, public figures, etc. The initiative allows youth to meet face-to-face with these global icons to interact and ask questions as a panel. Featured guests on the program have included Sir Richard Branson, Alicia Keys, Aliko Dangote, President Ellen Sirleaf Johnson, Ben Murray-Bruce, Julius Malema, President Paul Kagame and Hugh Masekela.[13] Senior Vice President and Managing Director of MTV Networks Africa, Alex Okosi, commended the participants: They are fearless and have attitude. Their no-holds-barred approach will make for exciting television viewing as they fire big questions to the influential people whose actions and opinions have a direct impact on their lives."[12] In a September 2012 episode, panelists met with Archbishop Desmond Tutu, South African peace activist and Nobel Prize winner.[14] The panelists were university students from all across Africa, and they discussed issues of activism, tolerance and faith. By the end of the interview, the Archbishop said he felt inspired and impressed by the students that showed him how the young generation in Africa is going to positively impact the world.[14]
With the younger generations gaining more influence over mainstream media, reality television shows have surpassed soap operas in Indonesia, the most populous Muslim nation, as the most-watched programs on the air.[15] One popular program that appeals to and involves young people is called "Jika Aku Menjadi," which translates to "If I Were." The series follows young, middle-class people as they are temporarily placed into lower-class life, where they learn to appreciate their circumstances back home by experiencing what the less fortunate experience in their daily lives.[15] Critics have claimed that this and other similar programs in Indonesia reinforce the traditionally Western ideals of American and British lifestyles, which place significant importance on consumer practices.[15] However, Eko Nugroho, reality show producer and president of Dreamlight World Media, insists that these reality shows are not promoting American lifestyles but rather reaching people through their universal desires.[15]
References
[edit]- ^ Zemmels, David R. (2012). "Youth and New Media: Studying Identity and Meaning in an Evolving Media Environment". Communication Research Trends. 31 (4): 4–22.
- ^ a b c d "The Appeal of Reality Television for Teen and Pre-Teen Audiences". Journal of Advertising Research. 51 (1): 288–297. 2011.
{{cite journal}}: Unknown parameter|month=ignored (help) Cite error: The named reference "Appeal of Reality Television" was defined multiple times with different content (see the help page). - ^ a b c d e Li Cui (2010). "Becoming Extra-Ordinary: Negotiation of Media Power in the Case of "Super Girls' Voice" in China". Popular Communication. 8: 256–272.
{{cite journal}}: Unknown parameter|coauthors=ignored (|author=suggested) (help) Cite error: The named reference "Becoming Extra-Ordinary" was defined multiple times with different content (see the help page). - ^ a b c Wallis, Cara (2011). "New Media Practices in China: Youth Patterns, Processes and Politics". International Journal of Communications. 5: 406–436. Cite error: The named reference "New Media Practices in China" was defined multiple times with different content (see the help page).
- ^ Guo, Ke (2009). "Media Consumption and Global Visions Among Urban Chinese Youth". China Media Research. 5 (4): 80–94.
{{cite journal}}: Unknown parameter|coauthors=ignored (|author=suggested) (help) - ^ a b c Paron, Katina (2008). "It's About Audience: How Adult Audiences Can Benefit Youth Media Organizations". Youth Media Reporter. 2 (1–6): 87–91. Cite error: The named reference "It's About Audience" was defined multiple times with different content (see the help page).
- ^ Jury, Louise (4 January 2007). "Has reality television had its day, or are audiences still attracted to it?". The Independent. Retrieved 16 May 2013.
- ^ Cho, SeungHo (2009). "We want our MTV: glocalisation of cable content in China, Korea and Japan". Critical Arts: A South-North Journal of Cultural and Media Studies. 3 (23): 321–341.
{{cite journal}}: Unknown parameter|coauthors=ignored (|author=suggested) (help) - ^ a b "Judges visits amchi Mumbai to hunt Indian idol Junior". The Times of India. 18 April 2013. Retrieved 23 April 2013. Cite error: The named reference "Indian Idol Junior" was defined multiple times with different content (see the help page).
- ^ a b Punathambekar, Aswin (2010). "Reality TV and Participatory Culture in India". Popular Communication. 8: 241–255. Cite error: The named reference "Reality TV and Participatory Culture in India" was defined multiple times with different content (see the help page).
- ^ a b Maheshwri, Neha (24 March 2013). "Indian Idol Junior: Kids need to be corrected in subtle ways, says Shreya Ghoshal". The Times of India. Retrieved 25 April 2013. Cite error: The named reference "Indian Idol Junior 2" was defined multiple times with different content (see the help page).
- ^ a b "MTN, MTV Partner on African Youth Empowerment". Africa News Service. 18 May 2011. Cite error: The named reference "African Youth Empowerment" was defined multiple times with different content (see the help page).
- ^ a b Twum, Chris (17 August 2012). "Viasat1 unveils three new programmes". Africa News Service. Cite error: The named reference "Viasat1" was defined multiple times with different content (see the help page).
- ^ a b "MTV meets Archbishop Desmond Tutu". MTV Base MEETS with MTN. Cite error: The named reference "Meets website - Tutu" was defined multiple times with different content (see the help page).
- ^ a b c d Onishi, Norimitsu (25 May 2009). "Indonesia goes wild for American-style reality TV in a nation where income varies widely, shows offer a look at how others live". International Herald Tribune. Cite error: The named reference "Indonesia" was defined multiple times with different content (see the help page).