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Grown Up Digital: How the Net Generation is Changing Your World

Name: Grown Up Digital: How the Net Generation is Changing Your World
Author: Don Tapscott
ISBN: 9780071641555

by Don Tapscott

November 2008

Beginner

288 pages

11h 55m

English

McGraw-Hill

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Cover Page
grown up digital
Copyright PageCONTENTSRESEARCH METHODS, TEAMS, AND ACKNOWLEDGMENTSTHE NET GENERATION: A STRATEGIC INVESTIGATIONResearch MethodsClient Sponsors and PartnersClient CollaboratorsThe Program ManagementThe Program FacultyThe Program TeamTHE GROWN UP DIGITAL BOOK PROJECTResearch MethodsThe Book Team
Part One Meet the Net Gen
INTRODUCTIONTHE FIRST GENERATION TO COME OF AGE IN THE DIGITAL AGETHE DARK SIDEWHAT IS THE TRUTH?THE NET GENERATION HAS ARRIVEDCONQUERING FEAR WITH KNOWLEDGELEARN FROM THEM AND ACT
1 THE NET GENERATION COMES OF AGE
BOOM, BUST, ECHOThe Baby Boom (1946—64)The Baby Boom Became the TV GenerationGen X—The Baby Bust (1965–76)The Echo of the Baby Boom—Net Generation, Gen Y, or Millennials (1977–97)Four Generations: From 1946 to Present*THE ECHO BECOMES THE NET GENERATIONTechnology Is Like the AirThe Net Gen Media DietTHE FIRST GLOBAL GENERATIONThe Generation Lap RevisitedGenerational versus Life-Stage DifferencesThe Smartest GenerationA New Family Org ChartGenerational ValuesTHE EIGHT NET GENERATION NORMSCreating the Future
2 A GENERATION BATHED IN BITS
THEY USE TECHNOLOGY DIFFERENTLY THAN BOOMERSTV—the New Background MuzakNatural InquirersThe New Content CreatorsThe Small Screen Revolution: The Age of the Mobile PhoneHOW WOULD YOU FEEL WITHOUT ACCESS TO COMMUNICATIONS TECHNOLOGY?HOW WOULD YOU FEEL WITHOUT ACCESS TO COMMUNICATIONS TECHNOLOGY?Phone or Digital Copilot?Mobile Phones Overtake PCsDIGITAL TECHNOLOGY IS CHANGING THEIR BEHAVIOR: A DAY IN THE LIFETHEY ARE CHANGING THE TECHNOLOGY: IT'S NOT YOUR DADDY'S INTERNETSocial Networks: The Net Gen Version of a Global Community CenterWhat They Mean: A Potent Organizing Tool for CommunitiesPeople Can Self-Organize on the Internet Rather than Following the LeaderTHE PLAY'S THE THING: GAMES, MOVIES, AND CIVICSGaming TogetherMusic and Movies: The Online Audience Chooses the New StarsFilm 2.0: The Audience Helps Create ThemSelf-Organization Hits the StreetsHELLO OFFICER, PLEASE SMILE FOR THE CAMERAA NEW SOCIAL UTILITYThe Hidden Side of Social Networks: Are You Sharing Too Much of Yourself?THE DARK SIDE OF SOCIAL NETWORKING: IS PRIVACY OVER?The Typical Net Gener Still Doesn't Get ItBut They May Be SorryI Know What You're BuyingNew Privacy Controls: Different Categories of FriendsBut That Doesn't Solve the ProblemInformation about Me Is MineA Broad-Based Invasion of PrivacyCONCLUSION
3 CHARACTERISTICS OF A GENERATION THE EIGHT NET GEN NORMS
FREEDOMCUSTOMIZATIONSCRUTINYINTEGRITYCOLLABORATIONENTERTAINMENTSPEEDINNOVATION
4 THE NET GENERATION BRAIN
THE BRAIN CAN CHANGE, EVEN AFTER CHILDHOODTHE ADOLESCENT BRAIN: A WORK IN PROGRESSDIGITAL IMMERSION: DOES IT AFFECT THE TEEN BRAIN?Gamers Notice More: They Process Visual Information More QuicklyGamers Develop Other Skills Too—Skills that Are Useful for SurgeonsGaming: A Lesson in Trial and ErrorINTERNET SCREEN TIME: DOES IT AFFECT THE WAY NET GENERS ABSORB INFORMATION?Net Geners Don't Always Start at the BeginningNet Geners Look at It DifferentlyVisual ExpertsMULTITASKING: ARE NET GENERS BETTER AT SWITCHING ATTENTION?They May Be Faster Switchers, but Can They Think?A Critique from the House of LordsTECHNOLOGY AND THINKINGYou Need Those Key Mental Skills to Read and SearchMaking Sense of the Mass of InformationScanning HelpsA New Form of Intelligence: "Distributed Cognition"Does the Internet Squelch Creativity?Is Memory Fading?Focus Is ImportantMental Breaks Are Important, TooCONCLUSION: THE KIDS ARE ALL RIGHTSEVEN GUIDELINES FOR A SHARPER MIND
Part Two Transforming Institutions
5 RETHINKING EDUCATION THE NET GENERATION AS LEARNERSTWO GENERATIONS: ONE THRIVING, ONE FAILINGThey're Not Buying the Old Broadcast Learning ProductTHE GLOBAL ECONOMY AND DIGITAL AGE REQUIRE NEW ABILITIESOLD PARADIGMS ARE HARD TO CHANGEWHAT WORKS? FOCUS ON THE STUDENT, NOT THE TEACHERFROM BROADCAST TO INTERACTIVE LEARNINGFROM INSTRUCTION TO DISCOVERYFROM INDIVIDUAL TO COLLABORATIVE LEARNINGFROM ONE-SIZE-FITS-ALL TO ONE-SIZE-FITS-ONENOW THAT COMPUTERS ARE IN SOME SCHOOLS, HOW'S IT WORKING OUT?THE 2.0 SCHOOLTHE SCHOOL 2.0—SEVEN TIPS FOR EDUCATORS
6 RETHINKING TALENT AND MANAGEMENT THE NET GENERATION IN THE WORKFORCE
YOUNG RETAILERS MAKE THE "BEST BUY" FOR THEIR FUTUREThe Entitlement Generation?The Clash of Generations: An Irresistible Force Meets an Immovable ObjectTHE WAR FOR TALENTNew Models of High-Performance WorkNET GENERATION NORMS AND THE TRANSFORMATION OF WORKFreedomThe Freedom to Work When and Where You WantThe Freedom to Enjoy Work and Family LifeThe Freedom to Try New JobsCustomizationMy Job, My LifeScrutinyI Know What You Did Last NightIntegrityBe a Good Company to Work ForCollaborationTeamwork Is Not Just MotherhoodA NET GENER'S IDEAL WORK SPACEA NET GENER'S PERFECT WORK SPACEEntertainmentWork Should Be FunSpeedLet's Make Things Happen, NowInnovation: Let Me InventBut Can They Deliver?Will the Job Hoppers Set Out on Their Own?TALENT 2.0: RETHINKING TALENT MANAGEMENT FOR A NEW GENERATIONDON'T RECRUIT: INITIATE RELATIONSHIPSDON'T JUST TRAIN: ENGAGEDON'T JUST SUPERVISE—BUILD NEXT GENERATION COLLABORATIVE WORK SYSTEMSDON'T JUST RETAIN: EVOLVE THE RELATIONSHIPCONCLUSIONTALENT 2.0: SEVEN GUIDELINES FOR MANAGERS
7 N-FLUENCE NETWORKS AND THE PROSUMER REVOLUTION THE NET GENERATION AS CONSUMERS
THE NEW GENERATION OF CONSUMERS HAS MONEY, AND UNPRECEDENTED INFLUENCETHE EIGHT NORMS: HOW THEY GUIDE NET GENERS WHEN THEY GO SHOPPINGFreedom: Give Me Choice and the More the BetterCustomization: Make It My OwnScrutiny: I Will Check It Out Before I Go to the StoreIntegrity: Does This Company Deserve My Money?Collaboration: Let Me Help You Make Your Product or Service BetterEntertainment: Make It FunSpeed: Serve Me NowInnovation: Give Me the LatestTHE RISE OF N-FLUENCE NETWORKSPower to the People: Friends Are More Important than Movie ReviewersNot All Influencers Are Created EqualTYPES OF N-FLUENCE NETWORKSBest FriendsMy Social NetworkThe WorldHow Marketers Are Trying to Penetrate N-Fluence NetworksTreating Customers as You Would a FriendGiving Net Gen Consumers a Say in the MessageFinding People Who Really Care to Spread the MessageLetting GoTURNING CONSUMERS INTO PROSUMERSProsumers Get BusyTHE NET GENERATION AND MARKETING 2.0: FROM FOUR PS TO THE ABCDE OF MARKETINGFrom Products to ExperiencePrice Is Negotiable: From Price to the Discovery of PriceFrom Place to AnyplaceGood-bye Traditional Advertising and PR: From Promotion to CommunicationThe New BrandCONSUMERS 2.0: SEVEN GUIDELINES FOR MARKETING PROFESSIONALS

8 NO PLACE LIKE THE NEW HOME THE NET GENERATION AND THE FAMILY
THE FREEDOM FLIPBoomer Youth Found Freedom Outside; Net Geners Find Freedom InsideFor Boomers, Indoors You Were Controlled; Outdoors You Were FreeFor Net Geners, Freedom Outside Was CanceledNet Geners Found Freedom Indoors—OnlineNet Geners Shake Up the Old HierarchyFAMILY TIES: THERE'S NO PLACE LIKE THE NEW HOMEHELICOPTER PARENTS ARE HOVERINGBULLYING, PORNOGRAPHY, AND PREDATORSBullies Find a Huge Audience OnlineA Father and Son Talk About PornographyThe Big Fear: The Online Sexual PredatorWHAT WILL NET GENERS DO AS PARENTS?They Will Value Family TimeThey'll Connect, Search for Information OnlineScreen Time for Babies?The Open FamilySEVEN PARENTING GUIDELINES FROM THE KIDS WHO HAVE GROWN UP DIGITAL
Part Three Transforming Society
9 OBAMA, SOCIAL NETWORKS, AND CITIZEN ENGAGEMENT THE NET GENERATION AND DEMOCRACYTHEY'RE NOT THE ME GENERATION: THEY CARETRADITIONAL POLITICS ARE A TURNOFFA GENERATION MOVES FROM CIVIC ACTION TO POLITICAL ACTIONNET GENERS ARE MORE LIKELY TO BE DEMOCRATSUNLEASHING THE GENIE: HOW BARACK OBAMA USED SOCIAL NETWORKING TO ENGAGE A GENERATIONA Candidate—and a Campaign—That Echoed the Net Gen NormsNOW THEY WANT A SAY IN GOVERNMENT—OR THEY COULD TAKE IT TO THE STREETSDEMOCRACY 2.0: FROM BROADCAST TO INTERACTIVEThe Digital BrainstormHabitat Jam—the New Marketplace of IdeasA Wealth of New ApproachesBUILDING TRUST WITH A NEW GENERATIONDEMOCRACY 2.0: SEVEN GUIDELINES FOR GOVERNMENT LEADERS
10 MAKING THE WORLD A BETTER PLACE—AT GROUND LEVEL
THE NET GENERATION IS INHERITING A MESSTHE LIFE OF AN ACTIVIST BEFORE THE INTERNETSTAYING IN TOUCH WITH YOUR FRIENDS TAKES ON A NEW MEANINGTHE GOOD CITIZENSTAKING IT GLOBALSaving Planet Earth—LiterallyHOW ACTIVISTS ARE TAPPING INTO NET GEN NORMSSEVEN WAYS TO GET NET GENERS TO VOLUNTEER AND WORK EFFECTIVELY FOR YOUR CIVIL SOCIETY ORGANIZATION
11 IN DEFENSE OF THE FUTURE
THE DARK SIDE REVISITEDThe Dumbest Generation?Screen Addicted? Losing Social Skills?Are They Giving Up Their Privacy?Are They Coddled? Do They Lack Independence?Does the Internet Encourage Youth to Steal? Are They Cheaters?Does It Encourage Bullying?Does It Incite Youth Violence?Does the Net Gen Have a Misguided Sense of Entitlement and a Bad Work Ethic?Are They Narcissistic?What About Their Values? Do They Just Want to Be Rich and Famous?FEAR OF THE UNKNOWNA FORCE FOR CHANGE IN EVERY INSTITUTIONWILL WE LET THIS GENERATION RESHAPE THE WORLD?LEADERSHIP 2.0: SEVEN GUIDELINES FOR A NEW GENERATION
APPENDIX
NOTES
INTRODUCTIONCHAPTER 1CHAPTER 2CHAPTER 3CHAPTER 4CHAPTER 5CHAPTER 6CHAPTER 7CHAPTER 8CHAPTER 9CHAPTER 10CHAPTER 11
BIBLIOGRAPHY
INDEX

Content preview from Grown Up Digital: How the Net Generation is Changing Your World

**7 N-FLUENCE NETWORKS AND THE PROSUMER REVOLUTION THE NET GENERATION AS CONSUMERS**

Brian Fetherstonhaugh is the chairman and chief executive of OgilvyOne Worldwide, a global leader in managing customer relations, with more than 110 offices in 56 countries. In 2005, when he wanted to understand the Net Gen's media habits, he didn't commission the usual survey. Instead, he started right at home, by asking his 15-year-old daughter, Allison, to keep a detailed media diary for one week.

"I wanted to know how much TV she was watching, whether it was live or TiVo; how much time she was on the computer or mobile phone, what she was doing on the computer; what music was she listening to; was she reading magazines or newspapers; how many text messages she ...

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Grown Up Digital: How the Net Generation is Changing Your World

by Don Tapscott

**7 N-FLUENCE NETWORKS AND THE PROSUMER REVOLUTION THE NET GENERATION AS CONSUMERS**

Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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