XN000022-1992-06-26 — Page 21

-

20

FRIDAY, JUNE 26, 1992

YOUNG PEOPLE TEND TO CHOOSE THE

MEDIA THAT THEY FAVOUR AND THIS IN TURN IS INFLUENCED BY THE POPULAR TRENDS AND MESSAGES THROUGH THE MASS MEDIA.

"MEDIA CHOICE EDUCATION MAY HELP DISCERNING VIEWERS WHO CAN MAKE THE BEST OUT OF TO THEM.

RELAYED

BECOME PEOPLE YOUNG

THE MEDIA AVAILABLE

FOR

14

AND

"TELEVISION STARS AND POP SINGERS CAN ALSO BE

MESSAGES POSITIVE CONVEYING HEALTHY

то

EFFECTIVE

YOUNG

AGENTS PEOPLE,

**

PROFESSOR CHOW SAID.

A HOMOGENOUS COULD

THE SURVEY ALSO FOUND THAT YOUNG PEOPLE WERE NOT GROUP. DIFFERENT ARCHETYPES OF YOUTH WITHIN A CERTAIN AGE GROUP BE IDENTIFIED.

"EACH GROUP

HAS

ITS

MEDIA UNIQUE

CONSUMPTION

SPECIFIC ATTITUDES.

PATTERN

AND

WE

A

THIS SURVEY WOULD BE "THE ARCHETYPES OF YOUTH IDENTIFIED IN USEFUL TO PEOPLE INVOLVED IN YOUTH DEVELOPMENT WORK, FOR EXAMPLE NOW HAVE A CLEARER PICTURE AS TO WHICH MEDIA WE SHOULD USE TO REACH

YOUNG PEOPLE MORE PARTICULAR ARCHETYPE OF

EFFECTIVELY,' PROFESSOR

CHOW EXPLAINED.

"I

ON FOLLOW-UP ACTIONS, PROFESSOR CHOW SAID A SEMINAR TO THE SURVEY FINDINGS WOULD BE HELD LATER THIS YEAR.

DISCUSS

THE SECONDARY ANALYSIS OF THE SURVEY WOULD. FOR SALE.

ALSO BE PUBLISHED

PROFESSOR

CHOW

OF ALSO HOPED TO EXPLORE THE POSSIBILITY

FOR PUBLICATION, BASED ON INVITING MEDIA EXPERTS TO WRITE ARTICLES THE SURVEY FINDINGS.

THE

SURVEY

WAS

LAST

YEAR,

WITH

THE CONDUCTED IN JUNE

OF MASS OBJECTIVES OF IDENTIFYING THE YOUTH'S CONSUMPTION PREFERENCE

MEDIA EXPOSURE WITH THEIR VALUES, MEDIA; CORRELATING THE YOUTH'S

THE IDENTIFYING KNOWLEDGE;

AND

SOCIAL

AND SOCIAL PERCEPTION ARCHETYPES OF YOUTH AND THEIR RESPECTIVE MEDIA BEHAVIOUR.

THIS SURVEY WAS FOLLOWED BY A SECONDARY ANALYSIS COLLECTED BY A RESEARCHER.

OF THE DATA

/21