Consuming Japan
Media My Way
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The featured section in the May 15 ‘09 issue of Senden Kaigi could be more literally translated “The Reality of the Consumer’s Media My Way Phenomenon”.
The first story in the special section is based on a Hakuhodo DY study of high school girl media use. Her monthly cell phone bill would be 800,000 a month, if she didn’t have a fixed rate plan). She takes her cell phone wither into the bath. It’s not waterproof, but she needs her entertainment. She may be watching the last episode of a favorite TV show, but she is still e-mailing. She receives 300 e-mails a day but has developed the ability to sort through them very rapidly. She simultaneously chats and writes her diary on Mixi. Multi-tasking is a way of life.
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