Challenging Stereotypes: Being Young in Countries in Times of Crisis: Argentina's Case


by Mónica Markwald and Daniela Pérez Lloveras
Presented at Latin America Market Research Conference in Mexico
(ESOMAR Year 2004)



This paper aims at analyzing the particular features taken on by a segment commonly called the young population, defined as such only on the basis of an age bracket classification, in a country marked by political, economical and social instability.

Based on a two-wave quantitative study conducted in 1999 and 2003 and on qualitative studies carried out in 2004 among 14 to 24 year old respondents living in Buenos Aires, this analysis proposes a re-signification of certain attributes closely associated with the stereotyped concept of “youth”, in the hope of providing organizations targeting this segment a better understanding of the impact unstable contexts have on young adults’ attitudes and behaviors.




Click here to read/ download the paper. (Word Version / English).






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Challenging Stereotypes: Being Young in Countries
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by Mónica Markwald and Daniela Pérez Lloveras


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