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La Construcción de La Identidad Del “Joven” En Internet: Apuntes Sobre El Consumo Cultural Y Mediático de Los Jóvenes

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La Construcción de La Identidad Del “Joven” En Internet: Apuntes Sobre El Consumo Cultural Y Mediático de Los Jóvenes
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Gonzalo MONTIEL ROIG (Universitat de València)

LA CONSTRUCCIÓN DE LA IDENTIDAD DEL “JOVEN” EN INTERNET: APUNTES SOBRE EL CONSUMO CULTURAL Y MEDIÁTICO DE LOS JÓVENES

Esta comunicación trata conectar el proceso de construcción y consolidación de la identidad juvenil a través del consumo cultural y mediático con el hecho constatado de que Internet, como nuevo espacio de comunicación y de oferta cultural, es una máquina de consumo que requiere de más usuarios y nuevos consumidores, jóvenes, cualificados y adaptados al nuevo medio. Nos encontramos por tanto, como indica Armand Mattelart, en un contexto en el que se impone la lógica de la “cultura global constituida a partir del management y el marketing” (Mattelart, 2002: 99), una lógica en las que priman los intereses de las empresas publicitarias, que han ocupado el lugar de la información y del consumo cultural casi por completo, y que pretenden afianzar su discurso con el objetivo de aumentar el número de visitantes y usuarios de los sitios web a los que dan soporte. Desde este punto de vista, la única lógica que cabe es la de la captación de los clientes y la del retorno de imagen por parte de las empresas que invierten; y para ello se hace necesario moldear un nuevo consumidor que se adapte al medio. En este contexto, la audiencia joven que consume géneros televisivos juveniles se convierte en la cantera principal para este nuevo público.

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Gonzalo MONTIEL ROIG, La construcción de la identidad del “joven” en internet: Apuntes sobre el consumo cultural y mediático de los jóvenes

1. REEDUCAR A LOS NUEVOS CONSUMIDORES. Múltiples preguntas nos asaltan en la actualidad en torno a los modelos futuros de consumo cultural y mediático que se atisban en un horizonte no muy lejano. A merced como estamos de los derroteros que tome el desarrollo de las nuevas tecnologías de la comunicación, cualquier aproximación a este tema, las dudas, los augurios
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