xviii M. A. Moreno, K. Davis, J. Mills / Adolesc Med 025 (2014) xvii–xxi Given the creative ways in which teens utilize these tools, it may not be a sur- prise that some comments illustrated a near-constant immersion in media dur- ing the day. One quote described: “I live and breathe technology, I get up in the morning and check Twitter, I go to school, in the evening I watch YouTube or Vine, post on Facebook, and check Twitter the last thing before I go to bed.” Teens also discussed different sites that provide different types of entertainment and can be used either for immersive viewing or for a quick study break. In addi- tion to its entertainment value, the importance of using technology to establish real and virtual connections was emphasized. Panelists commented that some sites are useful for keeping up with “real life” friends, while others provide a con- nection to celebrities or organizations. “I use Vine to follow people who are famous and funny.” “I use Tumblr for entertainment, I use it in the half hour before bed to unwind so I don’t go to bed thinking about my homework.” “I like the sites to connect with my friends in real life, like Facebook, Insta- gram, Twitter.” “Twitter is the site I consider most universal, you can connect to friends in real life but also follow famous people, and people post links to Instagram or YouTube, so it’s probably most universal.” MICROCULTURES AND MAJOR STRATEGIES A second theme of the discussions was the importance of understanding the rules and etiquette that each social media site presents. Teens described a com- plex set of unwritten rules for posting and self-presentation across different sites. Lessons on how to adhere to these rules were described as passed along verbally among peers or as learned by trial and error when followers on a site “unfollow” you when rules were broken. Some discussions highlighted examples of how teens may even teach parents these rules. “On Instagram there’s the basic rule that you shouldn’t post more than one photo each day, but on Facebook you can post multiple times a day and that’s ok.” “At my house we have chickens and my mom is posting all these pictures of chickens on Instagram. So I was like ‘Mom, nobody wants to see so many photos of chickens!’” “It’s like a science but it’s not written, you just know.” Threaded through these discussions was an emphasis on strategy. Teens need to understand the culture of a site in order to develop a strategy of how to post on that site in ways that are consistent with that site’s culture and with one’s own identity. Furthermore, there are rules about when one can join a site depending on the site’s popularity and how long it has been in existence. One teen described: “I don’t have an Instagram and I couldn’t make one now, I’m past that point where
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