Locating the Subject: Teens Online @ ninemsn
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| Title: | Locating the Subject: Teens Online @ ninemsn |
|---|---|
| Language: | English |
| Authors: | Atkinson, Stephen, Nixon, Helen |
| Source: | Discourse: Studies in the Cultural Politics of Education. Sep 2005 26(3):387-409. |
| Availability: | Routledge. Available from: Taylor & Francis, Ltd. 325 Chestnut Street Suite 800, Philadelphia, PA 19106. Tel: 800-354-1420; Fax: 215-625-2940; Web site: http://www.tandf.co.uk/journals |
| Peer Reviewed: | Y |
| Page Count: | 23 |
| Publication Date: | 2005 |
| Document Type: | Journal Articles Reports - Descriptive |
| Descriptors: | Foreign Countries, Internet, Adolescents, Computer Mediated Communication, User Needs (Information), Marketing, Identification (Psychology), Popular Culture, Computer Uses in Education, Information Technology, Computer Software, Individual Characteristics, Advertising |
| Geographic Terms: | Australia |
| DOI: | 10.1080/01596300500200276 |
| ISSN: | 0159-6306 |
| Abstract: | In this paper we examine how the figure of the teenager is positioned within the discourses and practices of commercial online media. In particular, we explore how the popular, Australia-based web portal "ninemsn" works discursively to shape the identities of young people. Ninemsn not only constructs and circulates selected representations of teenage media users, but also makes available to them particular kinds of texts and communication practices. At the same time it pursues its own commercial agenda, which aims to attract and expand particular audience segments and niche markets and sell them on to advertisers for a range of media forms and products. Ninemsn's development of "personas" to aid the processes of site design and marketing is especially notable as an attempt to more precisely outline particular subject positions for users and offer detailed representations of imagined consumers to advertisers. (Contains 2 notes and 2 figures.) |
| Abstractor: | As Provided |
| Number of References: | 63 |
| Entry Date: | 2009 |
| Accession Number: | EJ834714 |
| Database: | ERIC |
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| Abstract: | In this paper we examine how the figure of the teenager is positioned within the discourses and practices of commercial online media. In particular, we explore how the popular, Australia-based web portal "ninemsn" works discursively to shape the identities of young people. Ninemsn not only constructs and circulates selected representations of teenage media users, but also makes available to them particular kinds of texts and communication practices. At the same time it pursues its own commercial agenda, which aims to attract and expand particular audience segments and niche markets and sell them on to advertisers for a range of media forms and products. Ninemsn's development of "personas" to aid the processes of site design and marketing is especially notable as an attempt to more precisely outline particular subject positions for users and offer detailed representations of imagined consumers to advertisers. (Contains 2 notes and 2 figures.) |
|---|---|
| ISSN: | 0159-6306 |
| DOI: | 10.1080/01596300500200276 |
