Friday, May 16, 2008
Why Gen Y Won't Change the Web
There's lots of talk about the new generation of Web user, the tech-savvy younger who is hip to marketing ploys and understands technology better than anyone over the age of 30.
My friends over at ReadWriteWeb have
a long post detailing stories in Entertainment Weekly and BusinessWeek about Generation Y.
I'm also reticent to declare an entire generation ready to
do anything. Tech-savvy kids will gravitate towards the Web and social technologies. Others won't. The same with every generation.
I'm a college professor and I teach Media Informatics, which is a degree that combines Web design (HTML, Flash and Maya) with podcasting and non-linear storytelling. What I've found -- informally, of course, is that most of my students grew up with icon-clicked software, but no underlying knowledge of how systems work. Which means in many cases they are as un-savvy as others.
The Pew Internet & American Life Project has done some extremely interesting research in this area, particularly as it pertains to communication. The organization's
most recent study on writing found was that most kids see a radical disconnect between what they are doing digitally with how they believe they will be judged in the real world.
So how do those two relate?
It's important to remember that while we need to continue to move forward with innovations and think about how we deliver, consumer and create media, the simple fact is that there is a still a great divide happening.
Posted By Brad King at 10:02 AM
Permanent Link: Why Gen Y Won't Change the Web
|
(2) Comments on Why Gen Y Won't Change the Web
In many ways, our research supports what is written in this post. The Gen Y practice and habits on Internet interaction is a matter of use rather than that of actively changing the Internet. That is, their propensities in the use of certain Internet technologies such as those associated with Web 2.0 are driving Internet marketing ploys in response. Added to Gen Y's growing rejection of traditional media such as print, TV and radio and, to an extent, older Web practices, banner ads inserted in entertainment, the marketing people are increasingly reacting to the trends. But it remains true, the Gen Y aren't contributing to the actual Web 2.0 technologies as much as some may believe.
But do they really need to? And do they really need to understand that technology? Indeed, the whole point of technology is to make using it transparent and easy. How many television viewers actually understand how television broadcast technology actually works? How many know how a microwave oven works? How many know how their MP3 players work?
The whole point is that any market does now what it has always done and that is respond to how it can best engage and build community. Today's generation best responds and connects with the marketing techniques based on what is loosely called Web 2.0 such as blogs, wikis, mashups, social networking and podcasting. Even though some so-called professional marketing and communication experts cling to the old ways, they are denying themselves the advantages and the ultimate success of the Web 2.0. You don't have to understand the technology to see its benefit, you simply have to use it.
Dave Burckhard
National Podcasting System
www.nationalpod.com
Comments by Dave Burckhard : Sunday, May 18, 2008 at 10:54 AM
Hey Dave:
Thanks for stopping by to comment.
I agree with the first assertion that there is a rejection -- or a migration -- from old forms of media to newer forms.
Where I would disagree would be your analysis of whether people need to understand HOW the technology works.
Your analogy falls apart because you are describing passive media and trying to equate that with active media. In other words, you don't need to know how the television works to hit the on button -- but you do need to understand fundamentals about social media to make them work.
You can't just "use" technology. You can however just click the on button on you television.
That said, I don't disagree with the overall tone of your comment. I think you make a valid point about the importance of analyzing how people -- all people -- are beginning to use the Web.
Comments by Brad King : Monday, May 19, 2008 at 01:44 AM
Post a Comment
Subscribe to The MarketingShift Feed