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The purpose of this paper is to examine how young British South Asian adults’ dual cultural identity is exhibited and reaffirmed through the appropriation of selfies.

The research adopts a qualitative perspective and utilises a combination of in-depth interviews and netnographic data.

The appropriation of the selfie phenomenon by young British South Asian adults reifies, endorses and reinforces their dual cultural identity. As such, their dual cultural identity is influenced by four factors: consonance between host and ancestral cultures, situational constraints, contextual requirements and convenience.

In terms of the selfie phenomenon, the study makes two major contributions: first, it analyses young British South Asian adults’ cultural dualism. Second, it explicates how their acculturation and their dual cultural identity are expressed through the appropriation of the selfie phenomenon.

Since young British South Asians represent a significant, and distinct, market, organisations serving this market can marshal insights from this research. As such, managers who apprise themselves of the selfie phenomenon of this group are better placed to meet their consumer needs. Account, therefore, should be taken of their twofold cultural identity and dual British/Asian identification. In particular, consideration should be given to their distinct and demonstrable traits apropos religiosity and social, communal, and familial bonding. The characteristics were clearly evident via their interactions within social media. Consequently, senior marketing managers can utilise the aforementioned in positioning their organisations, their brands and their products and services.

The study details a new quadripartite framework for analysing young British South Asian adults’ acculturation that leads to the formation of their dual cultural identity and presents a dynamic model that explicates how cultural identity is expressed through the use and appropriation of technology.

The retail sector is not largely studied in Italy. The study offers a comparison between youth retail shift work in Milan and London. The aim of this paper is to contribute to the debate on the one hand on youth work and on the other hand to the debate on agency and structural factors in life planning, representation of the future and the transition to adulthood, observed in the United Kingdom's and Italian labour market. Even if the second one is a Southern European Country, these contexts are both characterised by a service-oriented economy and the widespread of precarious and flexible jobs.

Qualitative methods were used: one year of ethnographic observation, 50 interviews and two focus groups were carried out between 2015 and 2018 with retail workers and trade unionists. The contexts are Corso Buenos Aires in Milan, Italy, and Oxford Street in London, United Kingdom. Analysing young workers' discourses, the author identifies narratives that allow to grasp their present agency and imagined future.

Observing the crisis of the narrative (Sennett, 2020) allows to highlight the social consequences of working times on young workers' everyday life and future. The author argues that young workers struggle with the narrative of their present everyday life and the representation of the future. This relates to the condition of time alienation due to the flexible schedules and the fast pace of work in retail, both affecting the work-life balance.

The social consequences of flexible schedules in retail and fast fashion sector, which are new issues not yet sufficiently explored, are here investigated from the perspective of young workers. The study is focussed on the representations of young people working with customers in social and economic contexts characterised by flexible schedules and the deregulation of shop openings, the so-called 24/7 service society, not largely investigated in the sociological scientific literature, above all in the Italian context.

Due to the important role of orthography in society, the project called IDeRBlog presented in this paper created a web-based tool to motivate pupils to write text as well as to read and to comment on texts written by fellow students. In addition, IDeRBlog aims to improve student’s German orthography skills and supports teachers and parents with training materials for their students. The paper aims to discuss these issues.

With the aid of learning analytics, the submitted text is analyzed and special feedback is given to the students so that they can try to correct the misspelled words themselves. The teachers as well as the parents are benefiting from the analysis and exercises suggested by the system.

A recent study showed the efficiency of the system in form of an improvement of the students’ orthographic skills. Over a period of four months 70 percent of the students achieved a significant reduction of their spelling mistakes.

IDeRBlog is an innovative approach to improving orthography skills combining blogging and new media with writing and practice.