Network 7: Youth becomes ‘Yoof’

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Abstract
This chapter argues that in the process of viewing, young people and other audiences take the familiar path – they negotiate, cross over, and shift between different meanings produced by different kinds of place. It adds that the way in which young people, as opposed to other audience members, watch television, and the choices they make, are influenced by their needs, biographies, and fantasies. It explains that Generation X, like other youth generations, valued the right kind of knowledge about the right kind of subjects. What was different was that, increasingly, in the late 1980s and 1990s, knowledge became valuable in its own right, constantly being traded among young people, representing a kind of status symbol to those who possess it. It discusses how the yoof style was developed and how it influenced Generation X.

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