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INFLUENCING THE YOUTH

INFLUENCING THE YOUTH. The Youth and Leadership. Why did we conduct the research?. Limited impact via radio programming Aim with the youth strategy: Engage to influence positive world view C reate future brand ambassadors I nfluence them by means of interventions focused on the parents.

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INFLUENCING THE YOUTH

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  1. INFLUENCING THE YOUTH

  2. The Youth and Leadership

  3. Why did we conduct the research? • Limited impact via radio programming • Aim with the youth strategy: • Engage to influence positive world view • Create future brand ambassadors • Influence them by means of interventions focused on the parents

  4. Youth related issues

  5. POTENTIAL ASPIRATIONS ENERGY

  6. DESPAIR DRUG ABUSE PORNOGRAPHY

  7. TEEN SUICIDE B u l l y I n g Bleak job opportunities

  8. AIM OF RESEARCH How youth consumes religion Preferred media types Typical needs & issues

  9. CONSULTA Discussion points • Profile of the participants • Media usage • Internet usage • General questions • Religious beliefs • Christian literature usage

  10. Background on the survey • This survey was conducted earlier this year and a total of 267 respondents completed it. • Sample is significant on a 90% confidence level with 5% margin of error, and can thus be projected to the greater population under these assumptions • Youth respondents were approached at schools to complete the survey • A good distribution of schools, respondent race and gender was attained

  11. Media Usage

  12. Hours spent on activities

  13. Media behaviour (% Yes Responses) • More than 80% of respondents owned a cellphone with which they have internet access, indicating strong potential for reaching them via this medium

  14. Leisure time spent

  15. Internet Usage

  16. Favourite web sites (Top 7)

  17. Interest on websites A total of 152 different interests were mentioned by respondents. These were categorised into the following broad categories: • Celebrities • Comedy • Downloads • Games • Gossip • Information • Movies • Music • News • Others • Pictures • Social networking and communication • Videos

  18. Interests on web sites (Top 6)

  19. Social media usage • Other Social Media applications that received numerous mentions : • Blackberry Messenger, Whatsapp, 2go, Skype, Ping, Qooh.me, Opera Mini

  20. Blogs Do you have your own blog? Do you read someone else’s blog?

  21. General Questions

  22. Which have you done? (% Yes Responses)

  23. Breakdown by age group 12 years old

  24. Breakdown by age group 13-15 years old

  25. Breakdown by age group 16 - 19 years old

  26. Advice on problems (% Yes Responses) • Other mentions : • Boyfriend Girlfriend Grandparents Aunts and uncles Cousins

  27. Questions on matters (% Yes responses)

  28. Religious beliefs

  29. Religious beliefs (Top 7)

  30. Frequency of attendance

  31. Religious literature Do you read literature related to your religion?

  32. Religious material read

  33. Devoted Christian Are you a devoted Christian?

  34. Christian Literature Usage

  35. Reading of Bible & other religious literature

  36. Daily devotional material & preference (% yes responses) Would you like to receive devotion material?

  37. Daily devotional material & preference (% yes responses)

  38. Content of devotionals Received 14% of the mentions; next biggest was 6% “A verse out of the Bible that I’ll remember for the rest of the day” “I want to know that God is with me and that he loves me and cares for me” “I want something that inspires and motivates me” “I would like to receive a song”

  39. Conclusions • Respondents strongly preferred cellphones as a medium for communicating and accessing the internet • When asked about language proficiency, English was the most preferred and understood language (responses lower than expected, possibly due to respondents misunderstanding the question rating) • It is suspected that cellphones are also used extensively to network and share information with friends • Youth respondents were most likely to consult their friends or parents when they had a problem

  40. Conclusions • Although few respondents mentioned daily devotionals as part of the literature they read(unprompted), majority indicated that they would be interested in receiving daily devotionals when prompted • About 50% of respondents had questions about religious matters • Given the good relationships youth have with their parents, Radio Pulpit could consider means of reaching the youth through their parents

  41. Can we create a perfect world? Influence YES • How? • Daily devotions via various media • Impacting through parents and educators • Radio programming for parents • Training & mentoring for educators (through CSI) • Counselling via social media

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