In the new Master's track Youth and Media (Jeugd en Media) at the University of Amsterdam (UvA), students will study how young media users experience, use and are affected by the media. The areas they will investigate include, among other things, the development of children's media preferences and the most important effects of media on children and young people. The track will be offered by the Graduate School of Communication at the Faculty of Social and Behavioural Sciences (FMG) starting in the academic year 2010-2011 . The two Master's tracks Persuasive Communication and Political Communication will be offered as of the same date in a renewed form (see below).
Many social institutions such as schools, youth magazines and broadcasting corporations require detailed information about youth and media. However, this information is also interesting for advertisers, internet providers and consulting and research firms. Children and young people are the main users of the new media technologies.

Both public and commercial organisations are increasingly under pressure to adapt what they offer to meet the preferences and needs of increasingly younger age groups. In the Youth and Media Master's track, students are trained to meet this growing need for insights into and advice on youth and media. Graduates will most likely find employment with youth-focused research and advertising agencies, children's channels and programmes or toy and game manufacturers. The track will be headed by Professor Patti Valkenburg, professor of Youth and Media.

Revamped Master’s tracks: Political Communication and Persuasive Communication

The Master's tracks Political Communication and Persuasive Communication have been changed and revamped as of the academic year 2010-2011. For the first time, the courses of these tracks will be taught in English. As a result, these tracks are now also open to international students.

In the Political Communication track, students examine the role and importance of media, journalism and information on the formation of public opinion. Questions that will be addressed include: how do citizens use the media to stay informed and how is this changing? Who influences the news? The track is headed by Professor Claes de Vreese, professor of Communication Studies, in particular political communication.

In the Persuasive Communication track, the main focus is on communication aimed at achieving specific goals. In advertising, brand communication and health communication as well as in public relations, the message is aimed at influencing the receiver into doing something, such as purchasing a product or adapting his or her lifestyle. The track is headed by Professor Edith Smith, professor of Media and Advertising.

Participation

The track Political Communication is taught entirely in English, while the tracks Youth and Media and Persuasive Communication are offered in both Dutch and English. All tracks are available for students with a Bachelor's degree in Communication Studies. Students with a university Bachelor's degree in another discipline must first follow a pre-Master's programme. Closing date for applications to the pre-Master's programme is 1 June.