Boy culture - an ecological systems approach to generate insights

Marsha E. Williams

This describes a research project for Cartoon Network in the U.S. to understand 8-12 –year-old boys, in terms of a) social and emotional dynamics (between boys and with other groups such as girls, authority figures), b) underlying psychological needs, challenges and motivations, c) appeal of different activities, interests and media content.

Boy culture – an ecological systems approach to generate insights

Marsha E. WilliamsHarvest Research Group LLC, United States

INTRODUCTION

Urie Bronfenbrenner, Ph.D., is considered the father of human ecology because of his application of what primarily had been a biological perspective of understanding organisms as part of a larger system, to an ecological context for understanding human development. His Ecological Systems Theory (Bronfenbrenner, 1979) recognizes individuals as a part of a system of relationships and interactions that comprise their environment – relationships with individuals, organizations and institutions, value systems, and so on.

In order to understand human development, Bronfenbrenner...

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