Abstract
‘Tweenagers’ (children aged 10 to 12) constitute an important market. While numerous studies have focussed on the historical background of the teenage culture little is known about the role that new and old media have played in actively producing tweenage culture. The invention of the teenager and the tweenager is intimately bound up with the creation of the youth market; therefore this paper discusses marketer’s response to this changing media landscape. Based on both historical literature on youth subcultures and marketing literature this study identifies the key elements such as consumer need, economic condition, media and technology etc. which constructed the Australian tweenage market. By exploring theses key factors this study examines the emergence of Australian tweenagers as a part of Australian popular culture and fills a significant gap in the existing literature on Australian youth culture.
| Original language | English |
|---|---|
| Pages | 22 |
| Number of pages | 1 |
| Publication status | Published - 2014 |
| Externally published | Yes |
| Event | Interactive Futures conference (2014): Young People's Mediated Lives in the Asia Pacific and Beyond - Monash University, Melbourne, Australia Duration: 1 Dec 2014 → 2 Dec 2014 |
Conference
| Conference | Interactive Futures conference (2014) |
|---|---|
| Country/Territory | Australia |
| City | Melbourne |
| Period | 1/12/14 → 2/12/14 |