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Prosumers and prosumption The new media generation Youth and the media in Hong Kong Methodology Findings Discussion Directions for further research Conclusion It has almost become a cliché to assert that the new media have ushered us into a second media age that differs from the first in its interactivity and diversity (Holmes, 2005).

It is often stated that new communication technologies offer greater flexibility in the production, distribution, manipulation, and consumption of data, which has given rise to a new category of “prosumers” who in turn proliferate a great many creative, cultural, and social practices on the Internet.

There were two sectors of economic activities: “sector A comprised all the unpaid work done directly by people for themselves, their families, or their communities.

Sector B comprised all production of goods or services for sale or swap through the exchange network or market.” [2] Toffler moved on to argue that in the Third Wave of society, the mega trend would see more people spending their leisure time producing goods and services for their own use, in effect marking a return to prosumption activities.

Three decades have passed since Toffler first discussed the idea of the prosumer, and with the advent of user–friendly communication technologies in the new media landscape the hybrid term has taken on new meaning.

This study addresses three research questions that aim to describe the media use patterns of young people in Hong Kong.

In particular, four dimensions of media use are taken as preliminary indicators to determine whether young people fit the popular stereotype of active Internet users.

The dimensions include their reasons for going online, their initiative for information management, their production of content, and their collaboration and sharing activities on the Internet.

A self–administered semi–structured questionnaire was distributed to 649 sixth formers in 11 secondary schools in Hong Kong between December 2008 and February 2009.

The survey found little support for popular claims that celebrate the active roles of participants in the new media culture.

Despite growing up “digitally,” the young people in this study did not demonstrate markedly different characteristics in their media use.

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