Engaging Young People Online: Hype, Empowerment and Control

Claudio Pires Franco and Shakuntala Banaji

This paper presents findings from Civicweb, an academic study of online engagement by civic and political organisations around Europe.

Engaging Young People Online: Hype, Empowerment and Control

Claudio Pires FrancoDubit Limited, MA Media Culture and Communication (ongoing), Institute of Education, University of London

INTRODUCTION

Utopia?

Imagine a time or a place where businesses engage in open dialogue with consumers. Imagine businesses that are so transparent about their practices that they openly reveal them and invite consumers to debate them. Imagine businesses that take the opinions – and mostly, the concerns – of consumers into account and share decision-making powers with them, leading to real changes in the ways they operate rather than superficial changes in the ways brands...

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