Francisco J. Pérez Latre University of Navarra Interactive Generations Forum

1. Communicating
to youth
Francisco J. Pérez Latre
University of Navarra-
Interactive Generations Forum
SOCIOS FUNDADORES

2. Minors is a generic term…
• Children (until 10-15): content-oriented,
preference for family consumption
• Teens (12-15): also content-oriented but
media consumption has a higher social
component
• Young adults (16-18): adopt some adult
patterns for media consumption

3. Target: Children
• Interactive venues (interaction, gaming,
active participation as opposed to passive
viewing)
• Family, parents & educators: strong influence
• They admire sports celebrities, and parents…
And they love stories in every possible
platform

4. Target: teens
• Family, parents & educators lose influence
• Peers & reference group get more important
• Experience replaces parents’ advice

5. 4R Model
• Relevance (make it real),
• Respect (they do know),
• Response (games, SMS, storytelling)
• Relationship (they avoid one-way messages,
which does not mean they will engage in
further conversation)

6. csadaba@unav.es
www.generacionesinteractivas.org

7. csadaba@unav.es
www.generacionesinteractivas.org