anthropologist visiting an exotic tribe?

When I am presenting our ethnographic findings about media habits amongst the younger generation, it sometimes feels like I am talking about a different tribe. Almost like the old anthropologists, that travelled to Africa or Asia, coming back to describe totally unknown habits and customs from their exotic fieldwork far, far away from home. 

Media people cluster all young people in a group called ”young adults” or worse ”digital natives” based on age. If media companies aim to create business strategies that will work for the young consumer, they have to understand their actual needs and wants. They need to segment based on meaning, for example, what is news today, is it knowledge, in that case which kind of knowledge is meaningful and why is that so? Maybe we sound like this nice picture done by Per Lublin, talking in strange tribe language…



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