RESEARCH: Mind the Gap – Meeting the Media Needs of 10-14’s

Thursday 7th July 2011, 2:00pm - 3:00pm BST

Showroom 5

With pressure mounting in the playground, but also increasingly from social networks and gaming spaces, kids are faced with making difficult decisions about themselves, who they think they are and who they want to be. In the midst of an always-on, multiplatform world, forming an identity as an early adolescent is opening up. So what is adolescence and what’s going on in their minds as well as their bodies? Why is forming an identity so important at this age and how can media producers better engage with 10-14s?
Taking a nod from academic research into kid’s experiences of media and of games research, Barbie Clarke and David Squire will set challenges and pose questions for media producers aiming their content at this in-between age.

What’s it really like being an adolescent? How do kids create an identity when stuff comes at them from all directions? How can media better target early adolescents?

Session Report

Session Photos on Flickr