THE IMPACT OF MARKETING AND MEDIA ON AMERICAN TEENS: A COMPREHENSIVE STUDY ON PERCEPTION, BEHAVIOR, AND WELL-BEING
Abstract
Purpose of Study: The aim of this comprehensive research was to explore the multidimensional impact of marketing and media on American teenagers, focusing on its effects on their perception, behavior, and overall well-being.
Statement of the Problem: Despite their pervasive presence, the influence of marketing and media on teenagers has not been sufficiently studied. There was a growing concern that constant exposure to marketing messages and media content might lead to unrealistic perceptions, altered behavior, and potential harm to teenagers' well-being.
Methodology: The study employed a mixed-method approach, including a quantitative survey distributed to 1,000 American teenagers aged 13-19 and qualitative interviews with 100 participants. Data were collected on their media consumption habits, perceptions of advertisements, and self-reported behavior and well-being. Statistical analyses and thematic coding were employed to analyze the data.
Result: The study found that 75% of respondents felt pressured by marketing messages to conform to societal standards. 60% reported changes in their behavior, such as purchasing decisions and lifestyle choices, directly influenced by media and marketing. A correlation was found between high media exposure and lower self-esteem, particularly among females.
Conclusions: The findings confirm that marketing and media exert significant influence on American teenagers, shaping their perceptions and behaviors and affecting their mental well-being. For a significant portion of the population, the impact was negative, contributing to skewed perceptions and diminished self-worth.
Recommendations: Based on these conclusions, it is recommended that educational systems incorporate media literacy into their curricula to equip teenagers with the tools to critically evaluate media and marketing messages. Policymakers should also consider regulations that limit the types of marketing that can be directed at young audiences. Future research should explore the long-term impacts of media and marketing exposure, focusing on their role in shaping adulthood behaviors and perceptions.
Keywords: American Teens, Marketing Impact, Media Influence, Behavioral Changes, Mental Well-being
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