Global Natives researchers Marika Lüders and Vilde Schanke Sundet have two new articles published on youth as a new media generation.
The first article ("Globalt innfødte som en tapt generasjon?") addresses the concept of "media generation" and discusses whether it makes sense to talk about young people as a distinct media generation. The article discusses different approaches to the concept of generation, and whether today's youth can be described as "global natives" and a "lost generation", respectively.
The second article ("Young people are on YouTube") explores industry perceptions on youth and "young streamers" and how these notions inform strategies for remaining relevant for the future. The article draws on interviews with CEO/top-level executives working in the Norwegian music, film, television, and book industries. It finds that executives share an understanding of youth as different from older audiences, representing a new “media generation”. While this notion is simplistic, it serves as a “burning platform” legitimating new strategies and practices.
The two articles:
Lüders, Marika and Sundet, Vilde Schanke (2022): Globalt innfødte som en tapt generasjon? En konseptualisering av unge som en mediegenerasjon, Norsk Medietidsskrift, online first. DOI: https://doi.org/10.18261/nmt.30.1.1
Sundet, Vilde Schanke and Lüders, Marika (2022): “Young people are on YouTube”: industry notions on streaming and youth as a new media generation. Journal of Media Business Studies, online first. DOI: https://doi.org/10.1080/16522354.2022.2125262