Welcome to the Youth & Media master track CcaM is deel van de Amsterdam School of Communication / ASCoR Y&M Master: Why? Children, teenagers and emerging adults: target group for both commercial and non commercial institutions primary users of many new media technologies. Extensive need for knowledge about youth and the media in both commercial and non commercial institutions Y&M Master: Why? From CBS Money watch Companies are falling all over themselves trying to reach the youth market these days. Small wonder. Nearly one in five Americans are in the Millennial Generation and they spend upwards of $300 billion annually. Who wouldn't want even just a little piece of that? But reaching the youth market is tough: they're marketing savvy and not easily influenced; they're not big consumers of traditional media; and they will ignore your carefully crafted brand message in favor of what their friends are saying about your product and/or service. So what resonates with these finicky consumers? Source: http://www.cbsnews.com/8301 505143_162 41840945/five surefire ways to reach the youth market/ 1
Today Introducing ourselves Program Group: Youth and Media Entertainment CcaM by Jessica Piotrowski Study schedule: seminars andelectives Master Y&M in general: What to expect? Professional prospects Wrap up Let s introduce ourselves Name, country/place of birth Academic background Why Youth and Media? 2
Youth and Media Entertainment Program Group Director: Prof. Hans Beentjes Prof. Jochen Peter Prof. Ed Tan Prof. Patti Valkenburg Research: CcaM Director: Jessica Piotrowski And: PhD students, assistant and associate professors, teachers and researchers. CcaM: who, what, & where? Website: http://www.ccam ascor.nl/ Twitter: @CcaM_UvA CcaM is part of the Amsterdam School of Communication Research / ASCoR Y&M Master: What to expect this year? Small scale, personal approach Internationally renowned experts as teachers Balance between theoretical foundations and practical applications Excellent links with both academia and corporate world 3
Y&M Master: What to expect this year? Thorough understanding of how media preferences develop from infancy to emerging adulthood (0 25 years) media effects among different age groups how to design and do research with different age groups ethical aspects of doing research with minors how to evaluate and critique research the great debates, academic and public Study schedule Two specialisation seminars Two electives (several options, be quick!) Thesis preparation Research methods in communication science Specialisation Seminar Clashing Views on Youth and the Media Sindy Sumter Jeroen Lemmens first meeting on Monday in REC B2.07 4
Specialisation Seminar Youth as Media Consumers Jessica Piotrowski Sanne Opree first meeting on Tuesday Electives 2015 Digital Media across the Life Span: Trends and issues Jessica Piotrowski Electives 2015 Success factors in media products for young people Rinaldo Kühne 5
Electives 2015 The Blind Spot : Tracking Young Media Users Susanne Baumgartner New elective TBC Thesis Preparation Marlies Klijn first meeting Tuesday Sept. 9th Research methods Block 3 4 weeks in January 6
Professional prospects You will become an internationally oriented expert on youth and the media The knowledge and skills acquired will provide a very good starting point for numerous positions in commercial and non commercial organizations: youth specialized research companies children s or youth networks advertising agencies aiming at youth media production companies toy or game industries media literacy organization health communication agencies Youth and Media Alumni Junior researchers Communication advisors Campaign managers Content managers Media strategist Research executives Freelance journalists Hear from our alumni http://gsc.uva.nl/programmes/content4 /meet the people/alumni/alumni.html or on LinkedIn 7
Let s connect We have created a Y&M grouponlinkedin.com Go to: www.linkedin.com Search for Groups and Y&M Sign up for the Y&M group 8
Any questions? Sindy Sumter s.r.sumter@uva.nl 9