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I was invited by Sunrise (Mel, Kochie et al) to offer my views as a “Social Media Expert” (is there really such a thing??) on why yoofs feel compelled to upload seemingly dangerous pranks and stunts to video sharing sites. I referenced University of California, Irvine researcher Mizuko Ito’s team who claim that the reasons include: lets them grapple with new social norms, develop technical skills and explore new modes of self-expression. The 2008 research also suggests youths use online networks to extend friendships and be seen as being “always (sic switched) on” for their pals and peers. In social media, Mizuko says, teens find opportunities to publicise and distribute their own ‘work’ and gain new forms of visibility and reputation. The studies also say that kids love digi-media as it allows for greater freedom than they’d normally get at school environments. I’d add too, that the kind of reputation kids seek via prank content, is one of dangerous, risk-taking badasses, surely?