research  

•  http://recoveringjournalist.typepad.com/recovering_journalist/2009/01/the-­‐new-­‐media-­‐audience.html  

•  Tim  Windsor  posts  a  shout-­‐out  to  Don  Tapscott's  book  about  the  new  generation  of  digital  natives,  Grown  Up  Digital,  along  with  a  telling  photograph  to  illustrate  that  audience  and  why  it's  different  from  the  audience  that  most  of  us  are  familiar  with  (and  members  of).  As  Tapscott  writes:  

•  If  Wonder  bread  builds  strong  bodies  in  12  ways,  this  generation  is  different  from  its  parents  in  8  ways.    

•  To  wit:  •  They  want  freedom  in  everything  they  do,  from  freedom  of  choice  to  freedom  of  

expression.  •  They  love  to  customize,  personalize.  •  They  are  the  new  scrutinizers.  •  They  look  for  corporate  integrity  and  openness  when  deciding  what  to  buy  and  

where  to  work.  •  The  Net  Gen  wants  entertainment  and  play  in  their  work,  education  and  social  

life.  •  They  are  the  collaboration  and  relationship  generation.  •  The  Net  Gen  has  a  need  for  speed–and  not  just  in  video  games.  •  They  are  the  innovators.  

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