20 mark mock question

Question: Using your wider knowledge of new media technologies, discuss how far young people's use of media technology differs from that or their parents.

As the media ecosystem has developed over the years with, audiences have been able to experience a more personalised experience of consuming the media. However, parents are often less inclined to buy into new media technologies as they feel more comfortable with their consumption habbits. For example, younger generations are keen to buy films on blu-ray discs, as they are more educated over the extra capacity offered, providing extras and improved visual and sound quality. As blu-ray evolved with the development of high definition television (HDTV), another new media technology, parents often don't feel the need to follow the ideology of consumption that institutions rely on to attract audiences.
Younger audiences have also driven the change in the music industry, as institutions realised the potential new revenue streams available due to the high demand of pull technologies such as the iPod. Again, technology before was not nearly as developed as the process of digitisation was unable to perfom as highly as it can today, so parents dont have the aspiration to 'keep up to date' as it is seen as un-necesary, and conformist.
However, it is clear that parents are not completely dismissive of new media technologies, with the introduction off BBC iPlayer. Adults are the key target audience, and this has proved successful with......watching the apprentice. This may be because the BBC is an institution which parents are familiar with and feel a connection based on trust.