Monday, October 24, 2005

Final Paper

This was my write-up for the final paper topic:

The web allows businesses and commercial entities to interact with kids/young adults in new ways, often intentionally blurring the boundaries between content and advertising. Their goals are to engage kids, build brand awareness and loyalty, and sell products. How do these commercial entities mediate their online presence in order to attract children and teens? In what ways does commercial intent bias information presented to kids? What challenges do these websites pose to determining authority? How does the web differ from other forms of media in this regard, and in what ways is it similar?

My project will present several case studies of corporate/commercial websites targeted at kids or teens, and the methods they employ. I would be particularly interested in sites that target teenage girls, and the ways media on the web is similar or different from other forms of media targeted at young women.

This is a good example of the kinds of sites I am thinking about: Proctor & Gamble's site targetted at early teen girls.

Any feedback or thoughts are definitely appreciated in helping me refine the idea a bit. I'm working on some questions to help target it for the quality angle.


Blogger Paul Duguid said...

You may know of this group already, but Commercial Alert led by Gary Ruskin (at least it was) has been monitoring various attempts to conceal advertising on the net. A couple of years ago, Commercial Alert sued several of the search engines for deliberately obscuring the boundary between paid results and others, but they have done other work in this area. There's certainly a quality angle here.

4:52 PM  

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