Tweens: between media and consumption - with focus on their use of the internet

Birgitte Tufte

This article describes research studies of Danish `tween' children (up to age 14) in relation to their use of media, especially the internet, and its impact on their attitudes, consumption behaviour, and socialisation.
  

Tweens: between media and consumption - with focus on their use of the internet

Birgitte TufteCopenhagen Business School

"... It's like... if you're not dressed in normal clothes, not really nice or cool clothes, then you're not popular. Then they just look at you strangely."

(Girl, 10 years old)

As children and young people increasingly have their own money and influence the family's consumption, companies and advertisers' interest in them is growing, and new and more sophisticated methods are being developed with a view to reach this segment.

Until recently, the interest was focused on teenagers,...

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