The media encompasses all written, spoken or printed forms of communication and has changed dramatically over the past decade, mainly due to the phenomenal take-up of the internet. People no longer expect a newspaper to be their only source of news; they want to listen online, see it on TV and have bulletins texted to their phone.
Young people contribute to this trend of "media on demand". As consumers in the digital age, they want media on tap through whatever channel they choose.
Popular culture is the music, arts, entertainment, fashions, beliefs and values shared by large segments of society, including young people. Some media forms, for example mobile phones, have become a part of popular culture, particularly in the youth sector. This is reflected in the advertising campaigns and the media stars paid to endorse new products.
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