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Youth and the communication of Risk: developing connections between cancer council Australia and contemporary online youth culture

Marshall, P. David, Moore, Chris, Weerakkody, Nina and Monaghan, Ross 2012, Youth and the communication of Risk: developing connections between cancer council Australia and contemporary online youth culture, CMII - Persona and Celebrity group, [Melbourne, Vic.].

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Title Youth and the communication of Risk: developing connections between cancer council Australia and contemporary online youth culture
Author(s) Marshall, P. David
Moore, Chris
Weerakkody, Nina
Monaghan, Ross
Contributor(s) Heaney, Tamara
Maplesden, Allison
Publication date 2012-11-10
Total pages 46 p.
Publisher CMII - Persona and Celebrity group
Place of publication [Melbourne, Vic.]
Keyword(s) online culture
youth
risk
communication
avatar
health
cancer
Summary Through two focus groups, the project investigated how youth culture perceives online communication of risk. In two 90-minute sessions, investigators gaged the range of online activities that nine 18 - 24 year old university students engaged with. Through a guided discussion the participants explored how they would relate to the communication of health risk more generally and cancer risk more specifically.
Participants’ online activity is very high and a range of social media forms are part of their everyday lives. In contrast, their use of traditional media is almost non-existent. Their relationship to accessing and being aware of health information demonstrated a range of views that pointed to quite new and different relationships to health and health professionals. To intersect with their online movements in the communication of health risk demands a sophisticated knowledge of their own searching patterns.
Key ideas generated from the focus groups include: that it might be advantageous to group health risk beyond the specificity of cancer for online success; that an online persona would be useful to provide a face for the communication of risk; that a multi-platform campaign to raise the profile of a persona would be useful; and that success means moving between the serious and the light-hearted in a way that makes the persona a complete person of interest for them.
Language eng
Field of Research 200102 Communication Technology and Digital Media Studies
Socio Economic Objective 950299 Communication not elsewhere classified
HERDC Research category A6 Research report/technical paper
Copyright notice ©2012, CMII - Persona and Celebrity group
Persistent URL http://hdl.handle.net/10536/DRO/DU:30051467

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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.