WORD ASSOCIATION
UK
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Funny Snapchat Cringey Funny Entertaining Love it
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Trendy Smart Don’t mind them Great Animal rights Vegetables
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Awful brand Cheap Ugly Not for me Tacky Fast fashion
US
PRIMARY RESEARCH Inspirational Brave Climate strike Environmentalist Leader Inspiring
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Zoella David Dobrik Emma Chamberlain Mr. Beast David Dobrik Jenna Marbles
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Scary Recycling Real Worrying Global warming Worrying
A group of 6 teens were gathered, 3 from the UK and 3 from the US. The word association interviews over were conducted the phone, this gave an opportunity to hear peoples instant reactions.
The results demonstrate young activist’s opinions on popular culture previously researched throughout the report. There are some differences between the two countries which hadn’t yet been noticeable. For example, the US seems to enjoy using Tik Tok more. The UK seems more culturally aware of veganism than US teens. Some strong similarities between the countries are opinions on famously fast fashion brand Boohoo.com. All replies were negative, which demonstrates the unpopularity of fast fashion amongst the environmentally conscious. Additionally, Greta Thunberg all have a unison of positive answers. She is a role model in this community. An interesting answer to note is the YouTube results, all of the answers were youtubers, unlike tik tok which was just descriptive words. This highlights that the influencers are a huge part of the brand rather than just a social platform.
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