Back to top


Freaks, Geeks, and Cool Kids: American Teenagers, Schools and the Culture of Consumption


Methodology: This book describes why teens behave the way they do, not how. There were two sources of primary American data: the first included 304 descriptions of high schools and their status structures written by 300 college students, average paper was about 7,150 words. The second source consisted of observations in a single high school (fall of 1997 until May 1999). The observations were conducted during the school lunch period, at public events and the junior/senior proms.

Engaging and Marketing to Youth in Canada


I Forever Young

II Communication Comfort Zone: Use Every Channel

III Getting Up Close and Personal

IV Friends: The New Family

V Penny for Their Thoughts

VI Bigger Bang With Big Brands

VII Light But Not Lightweight

VIII A State of Flux

IX References

-- adapted by Urmila Chandran, for The Health Communication Unit, from "Chicken Just the Way You Like It -- Food for Thought When Targeting Youth," a presentation by Mike Farrell of Youthography and Tim Kleenyside of Fingerprint Communications at the January 2005 FOCUS conference

If you have a resource or point of view to add to this article, let us know by writing to More information on our Letters to the Editor column can be found in our submission guidelines (


Subscribe to RSS - Communication