5/26/10 Kids’ Digital Day  Kaiser Family Foundation survey of 2,002 people ages 8 to 18 to find out how much time they spend using media in a typical day. Living as a Digital Immigrant in a Digital Native World Kids’ Digital Day  Kaiser Family Foundation survey of 2,002 people ages 8 to 18 to find out how much time they spend using media in a typical day.  RESULTS:  Young people spend 7:38 using media in a typical day — up from 6:19 in 1999.  http://www.usatoday.com/tech/news/2010‐01‐20‐1Avideokids20_ST_N.htm Amount of 9me 8 to 18 year olds spend with various media  Over 7 hours a day (average time)  TV content: 4:29  Music audio: 2:31  Computer: 1:29  Video games: 1:13  Print: 0:38  Movies: 0:25   Total media exposure is 10:45 hours, but combine to 7:38 with multi‐tasking Source: Kaiser Family Foundation study Availability of TV Adds Up Print Media  Total media exposure among 8 to 18 year olds with:  TV in bedroom: 11:56  No TV in bedroom: 7:55  TV left on most of time: 12:14  TV left on only a little/never: 9:05  No media rules: 12:43  Have media rules: 9:51  About the only thing that seems to be fading: ink.  Though daily book readership has held steady at about 47% since 1999, the percentage of young people who say they read a magazine every day has plummeted from 55% to 35%.  It's worse for newspapers, down from 42% to 23%.  Source: Kaiser Family Foundation study 1 5/26/10 Electronic Media  African‐American and Hispanic kids spend nearly one‐
third more 9me each day with electronics than white kids.  Cellphone ownership has increased sharply since 2004, from 39% to 66%.  Ownership of iPods has jumped even more since 2004, from 18% to 76%.  20% of kids' media comes via mobile devices. Quotes about Electronic Media Use  Electronic media are now "a part of the air that kids breathe," says Vicky Rideout, director of Kaiser's Program for the Study of Media and Health.  Mobile devices have had a profound effect on kids' free time. Amanda Lenhart of the Pew Research Center's Internet & American Life Project, jokes that iPods and cellphones may be this generation's "magazines and chewing gum," harmless ways to fill time.  However, Rideout was "frankly astonished" at the sheer amount of time kids spend with electronic media: "Anything that takes up this much time, we really do need to think about it and talk about it." Adult media consump9on (18‐54 years old) Recent UF Research on Social Media Use in Ag Classes 1. TV  Surveyed Southern ag scientists from various 2. Computer disciplines. 3. Radio 4. Print  Thought social media was important.  Baby boomers (45‐54) consumed the most media of  Would incorporate it more if they knew how to use it the demographic ages studies (just over 9.5 hours a day). All other age groups were at roughly 8.5 hours.  Council for Research Excellence. March 26, 2009  Were not using it in their classrooms.  Little training in its use. better to keep students engaged in their classes.  Will conduct study in the spring on ag students’ perceptions of social media in their classes.  Digital Na9ves and Digital Immigrants  Terms coined by Marc Prensky in 2001 (On the Horizon). Quisto, Telg, & Irani Digital Na9ves  Digital natives: Digital technologies already existed before they were born. Grew up with digital technology .  Computers  Internet  Cell phones  mp3 players and other mobile devices (iPods) 2 5/26/10 Digital Na9ves  “Digital autism”  Engaged in the digital world, disconnected from the social and physical world.  “Virtuals”: born after 1999.  Older siblings with cell phones and interactivity. Digital Immigrants  Digital immigrants: Not born into the digital world but have migrated into digital technologies.  Retain some of the “accent” of the past.  Examples:    Turning to the Internet second, rather than first. Printing out your email. Printing a document in order to edit it. Convergence Retraining…  Digital media “converging” on the Web.  St. Paul Duluth News Tribune, the St. Paul Pioneer  TV reporters writing “print” stories for the Web.  Videographers shoot still photos for the Web.  Radio reporters streaming news reports.  Print reporters learning to shoot video and photos for the Web. Press, and the University of Minnesota’s journalism school received $238,000 from Minnesota Job Skills Partnership program to retrain newspaper staffs…  ….not for another job but….  ….to be newspaper people for 2009  Newspapers have Web presence and linking to TV stations. Retraining… …and Rethinking  ….to be newspaper people for 2009  Getting away from print‐based thinking.  Journalists don’t know how to think about stories without thinking about what’s going to be in the print newspaper. Have to start thinking of new ways of delivering content, and “perhaps get some training in using software” (from AP report). Source: Advertising Age (March 2, 2009)  “More than 82 million people in the U.S. created content online during 2008, a number expected to grow to nearly 115 million by 2013…71 million people created content on social networks last year, while 21 million posted blogs, 15 million uploaded videos.” From eMarketer Source: Mashable, The Social Media Guide (Adam Ostrow) 3 5/26/10 Retraining and Rethinking Retraining and Rethinking  Assist journalists to “converge.” (Digital immigrants)  Knowledgeable consumers of information.  Assist convergers to “journal.” (Digital natives)  Critical thinkers, as they develop communication methods to get across their content and messages. What Ag Communica9on Programs are Doing What Ag Communica9on Programs are Doing  Kansas State, Cal‐Poly, Texas A&M, University of  All are dabbling in social media, to some Nebraska‐Lincoln  Students take design/production courses (print, Web, some video).  Some requiring print and video versions of assignments.  Foundation continues to be writing. degree….some with more success than others.  Integrating social networking more fully into a revamped curriculum; new person being hired in use of “new media” (A&M).  New course in “new media technologies (K‐State).  Visual literacy course; renewed focus on converged media (UNL).  Podcasting, Twitter  “I Love Farmers…They Feed My Soul” (Partnership with Cal‐Poly and EDJE Technologies). To think about?  Does digital/electronic media encourage people to “think”?  Does it matter if you’re a “digital native” or “digital immigrant” in today’s society? Pros/cons of each? 4