Blogs tagged "gender"

July 2019

CMC 2019: Report – Research 7 & 8

Posted on: Thursday 04 July 2019 11:33am by Vanisha Sumboo

Research 7 & 8 put representations of gender, family and friendships under the lens across two research panels. Takeaway: Male representation is dominant - both on screen and off screen. Gender imbalance continues to be an issue that needs to be addressed. Young people rate their families highly but become frustrated at the amount of time parents spend online. Gaming and social media give opportunities to communicate with friends and is part of the fun gaming. Friendship and family relationships can be enhanced through communication online. Detail: Following a study conducted by IZI (International Central Institute for Youth and Educational Television) into gender and diversity representation 10 years ago, Dr Lynn Whitaker presented her 2018 research which analysed 300 hours…

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July 2018

CMC 2018: Report – Competing for Time

Posted on: Thursday 05 July 2018 1:12am

Takeaway: The panel discussed challenges facing brands, emerging voice recognition technologies and the importance and influence of the younger generation and their characteristics. Detail: Emma Worrollo, founder of The Pineapple Lounge, began the session highlighting that companies do not just compete with each other, but are now competing for the time and engagement of the new generation of children. Making up approximately a quarter of the population, this is an audience who have an unprecedented amount of access to commercial experiences. Where the older generations tend to think in a more linear way, younger generations move with more fluidity between different technologies and brands. Emma briefly explained the different generational groups and how the generation hierarchy has shifted, helping to…

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CMC 2018: Report – The Art of Laughter & The Art of Meaning Making

Posted on: Wednesday 04 July 2018 7:16pm by Chris Colman

This one-hour session was broken down in to two distinct halves. Part One: The Art of Laughter Writer, comedian and children’s performer Howard Read spent the opening minutes making jokes and playing games to elicit laughter from the audience, in order to later analyse why his efforts did or didn’t succeed. Professor Sophie Scott, a neuroscientist at University College London then took to the lectern to discuss the (surprisingly little) research in to laughter and its meaning to humans. Ask an adult about laughter and they will tend to think of jokes, but Scott says it is in fact fundamentally about communication and a social activity. We are thirteen times more likely to laugh if we are with people.  In…

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July 2017

CMC 2017: Report – I Don’t Need a Role Model – I Just Want to See Me

Posted on: Thursday 06 July 2017 4:17pm by Catherine Trewavas

How are children’s aspirations being influenced by characters they see on screen and in toy shops? Nicki Karet, Managing Director at Sherbert Research, hosted a panel and the topic was hotly debated Takeaway: Brand creators should consider whether they are doing enough to make sure content is diverse, inclusive and open for a young audience Licensing and marketing can have a major impact in terms of profitability, but also can bring limitations when it is too tailored There is an ongoing struggle between commercial return and social impact              Detail: Cato Hunt, Director of Innovation at brand consultancy Space Doctors, stated: “We need to ask what a modern brand should be. The values of younger parents are…

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July 2016

CMC 2016: Report – Swipe Forward

Posted on: Wednesday 06 July 2016 3:48pm by Tom Jordan

Research and insight company The Pineapple Lounge presented its predictions on future patterns of kids’ media consumption, and asked the panel for their response to five different areas of research. Takeaways Kids content producers need to be aware of how Generation Z (today’s kids) and Generation Alpha (tomorrow’s kids) want to consume their media now and in 10 years’ time Traditional gender categorisation will disappear, and the gender of characters will become secondary, not primary Short attention spans are natural to today’s kids, and need to be catered for Families are now cool, and kids value shared family media experiences Strong story-based themes are the way to engage kids with adverts Detail Pineapple Lounge Managing Director Emma Worrollo introduced five…

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