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The word urban is used in the United Kingdom, the United States and Canada to illustrate hip hop culture or a sub vision of black culture. Caribbean culture has A distant social and geographical basis and is the product of a unique historical experience (The Parekh Report: 2000: p29).

But Caribbean culture has also been diluted by other cultural influences such as “East Indian, British, Spanish, French, Dutch, Portuguese and Chinese. It cannot be traced back to one set of roots” (The Parekh Report: 2000: p29).

In conclusion, contemporary Youth culture primarily relies on marketing and consumerism, without various media formats i.e. the internet, magazines, and record labels, radio stations and music televisions youths would find it hard to emulate individuals or follow fashion trends and stay abreast with the latest technological advancement such as the development of social networking sites namely Facebook and Twitter. When the mainstream media is depicting youth culture, multiculturalism and urban culture, more often than not they are negatively reproduced or sensationalised to gain maximum impact in order to gain readers attention, thus the positive aspects of youth culture is often ignored in favour sensationalisation.

One such media outlet which is quite adept at this negative reproduction is the South London Press which predominantly highlights violent crimes (allegedly) committed by black urban youths in the South London vicinity. Then there is the Eastern Eye which is a publication that is circulated in the Asian communities of Hounslow and Southall in West London that focuses on (allegedly) crime that is committed by urban Asians youths. This phenomenon could be attributed to market segmentation as publishers attempt to target a specific segment of a crowded marketplace with dwindling readership numbers in order to gain limited market share, in my view this attempt by print media to gain market share and increase circulation have resulted in them focusing primarily on negative sensationalised headlines and either purposely or negligently chose to ignore positive aspects of youth culture and in particular urban culture.

Bibliography

Blake, M (1985) Comparative youth cultures - The Sociology of youth cultures and youth subcultures in America, Britain and Canada, USA, Routledge and Kegan Paul Inc

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