Paradoxes and strategies of social media consumption among adolescents

Topics: Sociology, Social network service, Social network aggregation Pages: 58 (13648 words) Published: April 13, 2015
Young Consumers
Paradoxes and strategies of social media consumption among adolescents Renato Hübner Barcelos Carlos Alberto Vargas Rossi

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Renato Hübner Barcelos Carlos Alberto Vargas Rossi , (2014),"Paradoxes and strategies of social media consumption among adolescents", Young Consumers, Vol. 15 Iss 4 pp. 275 - 295 Permanent link to this document:

http://dx.doi.org/10.1108/YC-10-2013-00408
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Paradoxes and strategies of social media
consumption among adolescents

Downloaded by Teesside University At 11:04 12 April 2015 (PT)

Renato Hübner Barcelos and Carlos Alberto Vargas Rossi

Renato Hübner Barcelos
and Carlos Alberto
Vargas Rossi are both
based at Management
School, Federal
University of Rio Grande
do Sul, Porto Alegre,
Brazil.

Abstract
Purpose – The purpose of this paper is to study paradoxes and strategies of social media consumption among adolescents. Young people belonging to Generation Y have enthusiastically embraced social media as a means of achieving connectedness and managing social relationships. However, there is still a limited understanding of how adolescents actually differentiate between the media they use and of the effects of social media on their lives. This study differs from previous work by proceeding from the assumption that social media present a number of technological paradoxes and identifying what behavioral strategies they develop to derive the greatest possible benefit from, and cope with the ambivalent outcomes of, social media consumption.

Design/methodology/approach – An exploratory study design was chosen, combining the use of focus groups and in-depth interviews with 50 Brazilian adolescents aged between 13 and 17 years. Topics of discussion were designed to cover a range of...

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