Young urban whites are proud to be British because it is a multicultural nation. Britain is above other countries in understanding people and other cultures – in accepting everyone's right to be themselves.
Young urban white British were conspicuously more into colourful ‘escapist’ TV than other audiences. That included a mix of light-hearted entertainment, documentaries that tackle political and social issues in a manageable way, glitz and glamour.
Regional programming is their cultural programming
They love programmes that represent wherever they are from. Regionality is their Britishness
It's predominately used for entertainment, downloading music, shopping for clothes, eBay, finding out about gigs, clubs and other events. Starting on MSN they move onto My Space and Facebook as their main networking tool to keep in touch with friends and let them know what they are up to.
“I value Apple, Orange and Microsoft as I usually have something to do with these brands everyday”
“Topshop – because most of my wardrobe consists of it. And anything I really use, enjoy or treat myself to like Starbucks, MSN and Wagamamas”
Whilst there is very little parental control over what they watch on TV, urban white youngsters don't have any issue or need to rebel against their parents. They just have different interests. For example, reality is for the younger generation, while Coronation street and Eastenders is for their parents.
Which means they are quite likely to sit down with their mum and dad if they share a particular interest.
Lads watch sport and documentaries with their dad.
Girls watch health and home with their mum.
Channel 4 show the sort of programmes that they like. It’s thought of as the edgy channel and there is always something good on.
“There’s always something on channel 4 in the evening. When you get in from work, you know its Hollyoaks, then there’s something else on after”
“They do great documentaries on channel 4. They go that little bit further than other channels. It makes it so much more interesting, other channels just take the safe route.”
