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Giovani consumatori e nuovi media: una generazione di "nativi digitali"?

Author

Listed:
  • Gabriele Qualizza
  • Claudio Sambri

Abstract

L?articolo discute i principali risultati di uno studio che si ? proposto di indagare in che modo i giovani integrano le nuove tecnologie e i nuovi dispositivi mediatici entro gli spazi della vita quotidiana. In particolare, lo studio si focalizza sul ruolo giocato dalle ICT e dai nuovi media nella costruzione dell?identit? generazionale. A tale scopo ? stata effettuata una rilevazione - tramite questionario a risposta chiusa - che ha interessato un campione di 514 soggetti, di et? compresa tra i 15 e i 24 anni. L?indagine ? articolata in tre aree: senso di appartenenza generazionale, dotazioni tecnologiche e composizione della "dieta" mediatica; dinamiche relazionali in cui si inseriscono i consumi digitali (cellulare/smartphone, web, social network).

Suggested Citation

  • Gabriele Qualizza & Claudio Sambri, 2013. "Giovani consumatori e nuovi media: una generazione di "nativi digitali"?," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2013(1), pages 119-141.
  • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2013-001008
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