from baby boomers to generation z: interactivity in light of generations
DESCRIPTION
From Norwegian Audience Development's yearly conference 2014TRANSCRIPT
Sosial forandring ergenerasjonelt betinget
Henrik Ibsen’s
“A Doll’s House” (1879)
Millennials1983 – ca 2000
(Unraveling)
Generation ZCa 2000 - ?
(Crisis)
Generations as cyclical history
Defining events: Economic growth, Vietnam war, Cold War, Television
The first ”modern” children, adolescents and adults. Holds the current definition power in Western societies. Will never grow old.
Introduced a new cultural, social and moral paradigm
Idealistic and spiritual
Good concentration skills, less good at multitasking
Image: Steve jobs
Image: Matt Groening, Life in Hell series
Defining events: Adults counter culture, MTV, Glasnost
The latchkey kids who became helicopter parents. Grown up in theshadow of the counter cultural movement and the Boomers. Broughtsatire from the stand-up stage to the news room. The pragmatic’sreaction to the idealist.
Unengaged or misunderstood?
Modern jesters
Skeptical, realistic (pessimistic?)
Self driven, pragmatic and freedom seeking Picture: Sergei Brin & Larry Page
Millennials 1982-2003
Defining events: Internet, September 11th, SoMe, Selfies
Image: G+, Heather Niesen
Millennials 1982-2003
Less trust in institution and experts, more trust in informal networks
Lifehackers
Ambitious, ”Can-do” mentality
Networked, participatory, co-creative
Cynical to commercials, but receptive to cause marketing
Children of doting helicopter parents. Great optimism and strong ego. More collectivist, but also more narcissistic.
Image: Mark Zuckerberg
Defining events: Touch screen, SoMe, Big Data, ?
Image: Joe Dator
Overprotected, but included
Digital natives (52% use YouTube for school work)
Multitasking, multimedia
8 seconds’ attention span
Communicate in pictures
Avatars and plural identities. Who am I?
I google+ Google knows me= I exist
Googlito Ergo Sum
“This generation loves to be in control of their own arts spaces. They like to find ways to connect, create, and share their art.”
~ Shoshana FanizzaAudience Development Specialists
mirror mirror, facebook wall…
Back to an audience?
Pictures: V&A, Dallas News
Power, Networks and Games,
oh my!
• Horisontal power structures Less faith in nice titles and authorities’Fauxperts’ & ’hackademics’
• Self-actualization64% of GenZ want a job where they can change the world, lifehacksIndividual customization, e.g. NikeID, Coca-Cola med personal name
• Reputation marketingproduct reviews, SoMe, digital word of mouth
• Gamificationin education, job training, marketing
• Open innovationInnovation competitions, X-Prize, Innocentive
Good Judgement Project: crowdsourced amateur experts beat the CIA
• The sharing economyUnemployment, DIY-mentality, from consumers to ”prosumers”
• Interactive platforms The Internet of Things (IoT)First human –machine– human, then machine - machine
”Generation Participation”
0
1
2
3
4
5
6
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Image: Impact Online Marketing
The world’s digital data in zettabytes
PRIVACY IS THEFT
of 2 year olds have digital footprints
“The Problem of Generations”, Karl Mannheim’s Essays, Karl Mannheim, Routledge, 1923
Generations, William Strauss & Neil Howe, Harper Collins, 1991
The Fourth Turning, William Strauss & Neil Howe, Broadway Books, 1997
Millennials Rising, William Strauss & Neil Howe, Random House Inc., 2000
Zero Marginal Cost Society, Jeremy Rifkin, Palgrave McMillan, 2014
The Second Machine Age, Erik Brynjolfsson & Andrew McAfee, W. W. Norton & Co, 2013
The Circle, Dave Eggers, Thorndike Press, 2013
Alone Together, Sherry Turkle, Basic Books 2011
It’s Copmlicated, danah boyd, Yale University Press, 2014