Exploring the Effects of Traditional, Digital and Social Media on Youth’s Participation in Social Issues – The Case of Scholarism 2012
In September 2012, a group of secondary students formed the Scholarism and utilized social media to initiate youth movement towards the issue of National Education implemented in Hong Kong. It raised heated debate and extensive coverage in local newspapers. In light of this, Online Communication Research Centre (OCRC) of Hong Kong Shue Yan University carried out a research study, aimed to explore the possible effects and the relationships between the traditional media, digital media and social media on this youth movement. Through keyword search by WiseSearch on local newspaper and online digital newspaper website, and the Facebook Page of Scholarism, this study collected data between the period September 1 and September 14 and analyzed the data with respect to each of the media channels. The result provided evidence to the proposed interactive model on integrative and spiral effects of traditional media, digital media and social media to explain the case.
Keywords: traditional media, new/digital media, social media, youth, social issues