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Understanding Teen Behavior: The Age for Big Changes

This insightful text delves into the developmental psychology of teens, exploring their physical, psychological, and social changes during the critical phase of achieving identity. It highlights the key tasks, adjustment problems, spending habits, fashion trends, music preferences, radio culture, film choices, and social life of teenagers in Jakarta. Discover the challenges and experiences faced by teens in various aspects of their lives.

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Understanding Teen Behavior: The Age for Big Changes

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  1. Kuliah X DEVELOPMENTAL PSYCHOLOGY: UNDERSTANDING TEEN BEHAVIOR by YANTI B. SUGARDA

  2. TEEN BEHAVIOR TEEN YEARS = The AGE FOR BIG CHANGES : • Physical • Psychological • Social

  3. KEY TASK OF TEENS : ACHIEVING IDENTITY • Who am I ? • Trying to get a clear sense of what one’s skills and personal attributes are, to discover where one is headed in life. • Failing to achieve identity means : • Confusion over what roles to play • Delay commitment to adult roles --> psychosocial moratorium : • Information gathering (+) • Rebellion, opposite of what others expect (-)

  4. Social Development • Family relationships • Peer relationships • Heterosexual relationship and sexuality ADJUSTMENT PROBLEMS • Uncertainties • Conflicts • Loneliness • Vulnerability • Need for attention and affection

  5. Kebiasaan Hari sekolah Bangun Pagi 5.30 Tidur 10.30 Hari libur Bangun pagi 6.30 Tidur 11.30 ke atas Kerja/Sekolah/Kegiatan Nonton TV Baca Ngobrol Dengar Musik Pengajian Mall Internet

  6. TEENS AND SPENDING Clothes 0-5 times a month Tshirt Pants 1-4 times a year  Jeans Shoes 1-4 times a year  Sport Wrist watch max 1 time a year  sporty and bright Cosmetics frequent, according to need  brand loyal? Eat/food/drinks  biggest portion of allowance spent (72%) Fast food Soft drinks Favorite fast food McDonald 68% KCF 52% Pizza Hut 40% Texas Fried Chicken 29% CFC 27% Favorite soft drinks Coca Cola 88%

  7. TEENS AND FASHION Fashion is an important part in the life of a teen Jakarta teens Very quick to adopt new trends from abroad  Europe or US.  a matter of days, or at the most, a month to reach Jakarta teens Source of instant influence Television Internet Magazine What is worn by world celebrities Example : Flower brooch  Winona Ryder Britney Spears Jennifer Lopez Boutique garments Orientation  Japan, Hongkong, Korea  change every 3 months US and Europe  monotonous and not funky  Not a matter of brand • Even among AB s.e.c with pocket money of Rp. 500.000 (outside books & transport • Quantity of purchases, better than brand (easily bored) • Branded products have image of older adults

  8. Teens and Garment 2 places to buy fashion garments : Melawai Plaza Mangga Dua  Even AB classes driving BMW’s • Teens are currently more independent and selective. • Not always follow complete fashion trend but sometimes only partial (belt, bandeaux, pants, etc)

  9. TEENS AND MUSIC Contemporary Hits Lagu-lagu baru yang sedang hits  tidak membatasi diri pada jenis musik Dalam dan Luar Negeri 90% lagu baru 10% lagu lama Favorite Music Pop Music  Indonesian 59% Western 47% Favorite Music Program MTV Indonesian 45% MTV Asia 37%

  10. TEENS AND RADIO Radio : Cater to teen subculture Reflect : - Shallowness - Childishness - Dynamism - Trendy Place for “Curhat” DJ or Penyiar  - trend setter - “friend” - style of teen language “Bahasa Gaul”  - mixture of Indonesian and English Talk show  - great variety of topics - light topics Live, interactive

  11. Intensitas Menonton TV PENONTON BERAT PENONTON RINGAN Makin jarang nonton Makin tua Makin kecil Ibu Rumah Tangga Pra Remaja – Remaja Dewasa Muda Anak Pra Dewasa

  12. Sifat Penonton 1. Mencari Acara  utama Stasiun TV  mendukung 2. Mengidentifikasikan stasiun TV dan programnya.  Sering rancu • 3. Mengganti channel • Bila ada iklan • Bila ada bagian dari program yang kurang menarik

  13. Pola Ganti Channel Yang ganti-ganti channel : > 80% Faktor : “pull” and “push” Cari-cari program bagus hindari iklan pull push pull & push Ketuntasan menonton • Tetap menonton 1 program hingga selesai : 61% • Tidak sampai selesai : 39%

  14. Program Dan Profil Khalayak LAKI – PEREMPUAN Remaja & dewasa MUSIK SINETRON Lebih banyak wanita LAKI – PEREMPUAN Dewasa (> 21 tahun) KUIS OLAH RAGA Lebih banyak pria TELENOVELA Jauh lebih banyak wanita

  15. TEENS AND FILM Highest Ratings • Sinetron, serial film, drama • Mistery • Action Sinetron and serial films : Life of young people : - relationship with parents - school matters - love matters 68 hours a week in front of TV (according to Kompas) Favorite Media TV 80%

  16. Media Alternatif Ibu Rumah Tangga Anak • Tabloid • Majalah • Radio • Koran • Komik • Majalah Anak • Playstation Pria Dewasa Pria Remaja-Remaja • Koran • Radio • Majalah • Internet • Tabloid Dewasa Muda • Radio • Majalah • Internet • Koran • Tabloid

  17. Media Habits Teenger (12-18 year) Male Female % % Heavy TV viewing 55 63 Heavy Radio listening 36 43 Heavy News Paper reading 24 28 Heavy Tabloid 7 10 Heavy Magazine 10 14

  18. TEENS AND SOCIAL LIFE • Hours spent at malls or plazas • Gather at certain streets : • Bulungan • Mahakam • Lamandau • High mobility  run in “gangs” or “groups” • High solidarity  sharing and giving positively and • negatively • Teen fluence  high, because of group behavior • and group belongingness • Maturity leads to dispersion of groups

  19. TEENS AND SEX One of the strongest drives : Male – Female relationship and attraction  Dating – (Pacaran) Teens experiences problems concerning this aspect : - communication : 30% - love : 25% - affairs : 4% - others : * broken heart * violence * marriage preparation * third party conflict, etc 48%

  20. 20 years ago approve of free sex = < 10% 10 years ago approve of free sex = > 10% 5 years ago approve of free sex = 17 % Unplanned sex = 45% Planned sex = 20,4%

  21. TEENS AND SMOKING White cigarette 48% Kretek Filter 37% Favorite brand Sampoerna Mild 44%

  22. CONCLUSIONS 1. Faster response and orientation to change adoption of new lifestyles new trends new products 2. Word-of-mouth medium 3. Externalization: Pulling factor Pushing factor (freedom, empowerment, puberty, dynamic) 4. Influence of tradition changed by influence of media 5. More knowledgeable consumers - selective - more taste

  23. 6. More purchases: - clothes - cosmetics - travel - eating - socializing Café music 7. More technology - oriented culture - Target for high tech marketing communication - Sensory creativity, sensory technology 8. Cyber consumers 9. Less authoritative (legacy of 60’s and 70’s family/ed. System) more participative consumer

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