For the intents and purposes of this chapter, I have used BusinessDictionary.com's definition of media, which states:
Communication channels through which news, entertainment, education, data, or promotional messages are disseminated. Media includes every broadcasting and narrowcasting medium such as newspapers, magazines, TV, radio, billboards, direct mail, telephone, fax, and internet.
It would be safe to say that Generation Y has been saturated by media, and inundated by its influence since birth.
Colour TV is all we have known. We've always had the radio, comics, magazines, newspapers and a home telephone. Most of us had mobile phones in our pockets from high school or college (despite the fact that they weighed and looked more like bricks than mobile devices). And as we've grown up, we have learned to adjust to the ever-changing ways in which we consume content, digital or otherwise.
We were exposed to LPs because our parents cherished their ‘barely touched’ Beatles and Rolling Stones vinyls. We listened to cassette tapes in our parents' cars when we were young, and we will be the last generation to understand the value of the lead pencil for unwound tapes. We grew up watching Disney films on VHS, yet embraced the DVD when it allowed us to skip whole chapters and didn't require us to keep our fingers down ...