Disney’s KidSense 3 unlocks the emerging ‘codes’ of tweens in India

Kids
Feb 04, 2009 /

Disney’s KidSense 3 unlocks the emerging ‘codes’ of tweens in India

MUMBAI: The third edition of Disney’s KidSense has unveiled the new tween ‘codes’ that are replacing the old tenets for tweens in India. The research was conducted by the research agency- The Third Eye.

These codes are visible in the three Cs of tween’s lives – culture, clan and core. Disney’s KidSense 3 aims to study the ‘senses’ and uncover the truth and trends of the tweens - girls and boys aged 8-14 years across metros and smaller towns.

The Third Eye managing director Gitanjali Ghate stated, “The findings from this study are remarkable because the ‘sensing’ has been done through a different process. Disney’s KidSense 3 was a collaborative research exercise with embedded observations and co-creation of data. We had tween researchers versus just tween respondents along with mothers and experts from tween’s lives”.

Additionally, the research also provides a peek into the future of mass tweens by researching the core life environments of ‘trendy’ tweens (aged 8-14 years belonging to Sec A+). The findings showcase similarities in the direction of this movement in tween psyche while the pace of these changes and shifts vary for trendy and mass tweens.

Walt Disney Television International India senior vice president and managing director Antoine Villeneuve said, “Tweens today are wise and wired, yet vulnerable. Understanding the dreams, realities, environments and aspirations of Disney channel audience is an important pillar for creating relevant and memorable experiences that are appealing, entertaining, safe and family inclusive.”

Some of the emerging codes of culture, clan and core of tweens from Disney’s KidSense 3 are:

Culture:

  • Digiplay is today’s Physiplay: The trendy tween is the ‘techknow’ generation seamlessly merging the physical and digital spaces while the mass tween is many steps behind.

  • Their language – ‘Tweenglish’ With Its Own Rules: Tweenglish is the new language that is vital to the tween’s identity - constantly evolving, dynamic and is visible across mediums.

  • School – The New Onland Social Networking Site: From place of authority, homework, strict teachers and punishments, school today means enjoyment, fun & pranks – a place for connectedness, conversation and fun.

  • Teachers Are About Autonomy Vs Authority: True for trendy tweens, whereas the mass tweens still see teachers in a more conventional role – the educator and endorser.

  • Tuition Classes – The Parallel School: Tuitions are a virtual guarantee to success in life.

  • Marks Are Cool….Add To The Tween’s Image: Marks define the CQ (cool quotient) and not just the IQ (Intelligence quotient), helping to make an impression and enable negotiations with parents.

  • Today’s Interests AreTomorrow’s Careers: Investing in interests for the future -alternative careers are becoming the mainstream careers especially for trendy tweens. While classical careers prevail for masses, there is more openness to different career choices.

  • I want To Be A Millionaire: Tweens today have million dollar dreams - the ‘mega’, ‘moneyed’ life which is all about money, luxurious bungalows and fancy cars and power.

  • Money Is Their Life Currency: Money power is more than just purchasing power. Constant money is in, while pocket money us out, especially for the trendy tweens.

  • A Fashion Worshipping Audience– Allowed & Encouraged By Parents & restricted By School: Fashion is the new religion with many gurus. Awareness of what is fashionable is very high across both the trendy and the mass tweens.


Clan:

  • Tween Gangs About Image & Intimacy… Not just Play & Fun: Groups are the new family for tweens whether it is a ‘bonding’ group- where the tween can show their true self or a ‘badge’ group - where they showcase self. They seek the status of badge groups and the security of bonding groups.

  • Girl Friends & Boy Friends Aspirational… Image Enhancing: Romance is an active aspiration and consuming conversation across tweens of all SEC’s, gender and centers. Not only are the tweens talking romance, they are also ‘romanticizing’ romance.

  • Parent Bonding & Bashing – Parallel & Permissive: A sign of new parenting styles: The tweens have found greater openness and freedom with parents. Trendy tweens are both openly complimentary and critical of parents while mass tweens are more conventional.

  • Tweens have many Heroes… But Brand Bollywood Is The New God…Omni Present & All: From the way they talk to the way they interact, feel and emote, Bollywood, for both trendy and mass tweens, is God.

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