Her au pair asks, “Ready to go?” She doesn’t respond, her thumb on Instagram. A Barbara Walters meme is on the screen. She scrolls, and another meme appears. Then another meme, and she closes the app. She opens BuzzFeed. There’s a story about Florida Gov. Rick Scott, which she scrolls past to get to a story about Janet Jackson, then “28 Things You’ll Understand If You’re Both British and American.” She closes it. She opens Instagram. She opens the NBA app. She shuts the screen off. She turns it back on. She opens Spotify. Opens Fitbit. She has 7,427 steps. Opens Instagram again. Opens Snapchat. She watches a sparkly rainbow flow from her friend’s mouth. She watches a YouTube star make pouty faces at the camera. She watches a tutorial on nail art. She feels the bump of the driveway and looks up. They’re home. Twelve minutes have passed.
Thus begins 13, right now, a fascinating story from Jessica Contrera in May 25’s Washington Post, focusing on one 13-year-old girl’s relationship with the Internet. Much of what she learns and experiences comes from a supercharged combination of mediated messages, entertainment content and online peer relationships.
This topic is also explored in a recent documentary titled Screenagers, about teen addiction to smart phones. “Only three percent of teens’ screen time involves creating stuff, according to Common Sense Media. The rest of it is devoted to consuming video and music content, playing games and using social media,” notes a February article in Forbes’ by Keith Wagstaff.
How our relationships with screens affects communication today in terms of marketing, advertising, public relations, news, entertainment, etc. is speedily evolving. For those in the industry, the challenge of reaching people with our messages is daunting. If this 13-year-old engaged with a half a dozen platforms and saw scores of images in just 12 minutes, how will our messages reach her and her demographic? Can we penetrate the harmonies and cacophonies of the Internet and its maddening number of entertainment and information options? What skills do PR professional now need in a communication environment of total immersion? Your thoughts?