2.
New Media and Youth Culture
Digital literacy refers to being able to use, read and navigate new media technologies. New media technologies have become a naturalistic part of Western society. Each new version, and improvement made on media technologies is done for commercial reasons and the youth are seen as a large consumer group. Digital divide is the perceived gap between those who have access to new technologies and those who do not have access. The digital divide that exists in young people’s access to new media technologies will be discussed and by looking at my generation (Generation X – 1980’s) and my younger brother’s generation (Generation Y – 1990’s) the question of an emerging digital literacy gap will be seen.
Digital literacy is evolving with each young generation that emerges. Thomas (2007) quoted New Media Consortium 2005 report who stated “Young people adept at interpreting meaning in sound, music, still and moving images, and interactive components not only seem quite able to cope with messages that engage several of these pathways at once, but in many cases prefer it…” (P. 183). This is due to the advancement in technology in which youth are at the forefront of knowing how to manage, work and control it. In the younger generations digital literacy and competence is a given right; they find it easier to grasp the latest sophistication in technology that has been brought out to take over from its predecessor. Youth also have more spending money than any other age demographic due to having little financial responsibility at that age. Marketers are aware of these facts and attract teenage audience with not only the glamour of new products, but with teenage specific marketing such as the use of teen language (slang, and txt language) to attract, motivate, and keep their target audience ‘connected’.
My generation has a healthy scepticism of advertising and a love/hate relationship with the media. I know that I depend upon it but I am not completely seduced and under its thrall. I am aware of the media’s commercialism and use of weasel words i.e. “Experts believe..” without being caught up in the web of illusions created. Due to the shift in audience power Generation Y has become even more literate. My brother’s generation is both a consumer of the media and a producer. They are level-headed about new media but also interact with it on a further levels through video games, Youtube, Social Networking sites and Ipod.
The digital divide that exists in young people’s access is not as significant as one would think. Livingstone, Bober & Helsper (2005) observed this is due homes and schools having access for vast portion of youth. “Most 9-19 year olds (84%) are daily or weekly users of the internet.” (P. 3). I believe the importance of new media technology on youth culture is also a contributor. Livingstone, Bober & Helsper (2005) also contended that as with youth marketing, middle class youth are more like to have access and use it more often. Lack of access is the most significant reason for the digital divide. Lack of interest (older youth) and safety issues (younger youth) are other reasons contributing to a digital divide. Parents affect the digital divide as well due to their financial assistance with youth access. “Only 3% of UK 9-19 year olds have never used the internet, a similar figure to that found in the EU and USA.” (P. 3).
The digital divide that exists in young people’s access is not as significant as one would think. Livingstone, Bober & Helsper (2005) observed this is due homes and schools having access for vast portion of youth. “Most 9-19 year olds (84%) are daily or weekly users of the internet.” (P. 3). I believe the importance of new media technology on youth culture is also a contributor. Livingstone, Bober & Helsper (2005) also contended that as with youth marketing, middle class youth are more like to have access and use it more often. Lack of access is the most significant reason for the digital divide. Lack of interest (older youth) and safety issues (younger youth) are other reasons contributing to a digital divide. Parents affect the digital divide as well due to their financial assistance with youth access. “Only 3% of UK 9-19 year olds have never used the internet, a similar figure to that found in the EU and USA.” (P. 3).
References
Thomas, A. (2007). Youth Online Identity and Literacy in the Digital Age. New York: Peter Lang Publishing Inc.
Livingstone, S., Bober, M., & Helsper, E. (2005, April). Inequalities and the Digital Divide in Children and Young People’s Internet Use. Retrieved October 15, 2009, from http://www.lse.ac.uk/collections/children-go-online/UKCGOdigitaldivide.pdf
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