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the
generation
Fault lines of
where value systems collide
New technologies are having profound effects on the value systems of today’s youth
There is little doubt that the generation gap just got a lot wider…wider than in the 1960’s even.
the
generation
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Let’s start by dispelling a few myths and misconceptions
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The Facebook Generation is defined by age
Myth
Myth The Facebook Generation is defined by use of online social networks
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The values that define this generation are inherently good or bad
Myth
So let’s explore some of the fault lines
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The idea of privacy as something that is desirable or in need of protecting is increasingly alien to the facebook generation.
The right to privacy vs. The need to share
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The right to privacy vs. The need to share
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Fault Lines: Human Resources
Where does privacy end and self-incrimination begin?
The right to privacy vs. The need to share
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Separation of Social life Vs. online life
The idea that the bonds we make in real life are somehow more important or ‘real’ than those we build while we are online seems quaint to the facebook generation.
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Separation of Social life Vs. online life
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Will need to find new reasons for people to leave their living rooms.
Separation of Social life Vs. online life
Fault Lines: The places we used to ‘hang out’
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This is a generation of multi-taskers. It is not uncommon to see students texting, messaging, chatting, and taking notes during classes.
Full attention vs. Perpetual multitasking
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Fault Lines: School and work
Mounting evidence suggests that multi-tasking inhibits retention and makes us less efficient.
Full attention vs. Perpetual multitasking
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Fault Lines: The dinner table
Families today have very little ‘down time’ where they can interact as a unit uninterrupted by outside stimuli.
Full attention vs. Perpetual multitasking
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Absolute Reality vs. My Reality
The facebook generation will be the first to have grown up entirely in a reality of their choosing.
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Fault Lines: Politics
Suddenly subjected to new ideas and viewpoints, people become intensely polarized and reactionary. Every issue becomes life or death as our very values come into conflict.
Absolute Reality vs. My Reality
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Experiencing culture vs. Creating culture
For previous generations, others created culture and we consumed it.
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The facebook generation increasingly expects to be a part of their entertainment — or at least helping to call the shots.
Experiencing culture vs. Creating culture
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Audience as voyeur
Experiencing culture vs. Creating culture
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Audience as curator
Experiencing culture vs. Creating culture
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Audience as jury
Experiencing culture vs. Creating culture
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Audience as coach
Passive Audience vs. Active Participant
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http://the-starhorse.deviantart.com
Audience as author
Passive Audience vs. Active Participant
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Passive Audience vs. Active Participant
Rapid-fire, Quick cuts, Multiple messages, Sensorial bombardment
The MTV generation The Reality TV generation Immersive, Anyone can be famous, Embrace your 15 minutes, Ironic, Self-aware
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Fault Lines: Copyright Law
The gatekeepers of culture are fighting tooth and nail to keep their various monopolies. Lawsuits and crackdowns on sites such as Youtube are ‘turning our children into outlaws’ according to Lawrence Lessig.
Experiencing culture vs. Creating culture
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Fault Lines: Advertising
Advertisers increasingly need permission to engage with consumers. Campaigns are built around consumer creativity or participation rather than advertisers’ ideas.
Experiencing culture vs. Creating culture
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Customization vs. Personalization
The idea of a typical life or mass consumption is alien to the facebook generation.
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Fault Lines: Consumer Goods
How does one turn a profit when producing for an audience of one?
Experiencing culture vs. Creating culture
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Tangible Ownership vs. Ephemeral licenses
The facebook generation is increasingly comfortable with virtual objects on digital space.
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Fault Lines: EULAs
People used to owning books which they could loan to friends or games which they could play anywhere are uncomfortable with limitations placed on where, when, or how they can use products they supposedly own.
Tangible Ownership vs. Ephemeral licenses
Right to privacy vs. the desire to share
Separation of social life vs. online life
Full attention vs. perpetual multitasking
Absolute reality vs. my reality
Experiencing culture vs. Creating culture
Customization vs. Personalization
Too good to be true vs. Not good enough
Trappings of success vs. Trapped by success
Tangible ownership vs. Ephemeral licenses
Conclusion Increasingly, it is becoming crucial to locate and navigate the fault lines affecting one’s sphere of influence if one wishes to maintain relevance. Likewise, exploiting an opponent’s weakness in these matters can be the difference between success and failure.
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For companies, these fault lines have become rallying points, around which powerful new (or reinvigorated) brands are being built.
The only question left to ask is, on which side of the divide do you stand?
The fault lines are here. They are affecting our lives and our businesses now.
Thank you for your attention!
For more information, please contact: Cocoon Group Douglas Kaufman [email protected] (+420) 222 998 598 U Pruhonu 13 170 00 - Prague Czech Republic www.cg-eu.com
© Cocoon Group 2011 All Rights Reserved
The full version of this presentation can be found on: http://www.slideshare.net/ Cocoon_Group/facebook-generation
Image sources Slide 2: http://decoder.drugfree.org/2008/10/ Slide 3: http://i.crackedcdn.com/phpimages/article/8/6/2/2862.jpg?v=1 http://www.espritlibre.ws/celebrities/patrick_swayze/ Slide 4: http://www.chicagotribune.com/topic/entertainment/movies/easy-rider-(movie)-ENMV0000003638.topic Slide 6: http://www.poptower.com/jamie-hyneman-picture-22888.htm Slide 11: http://fetchinfo.wordpress.com/ Slide 16: http://obsoletegamer.com/couples-playing-w-o-w-an-articlementary/ Slide 18: http://thehumanrace600.blogspot.com/2011/01/my-multi-tasking-girl.html Slide 25: http://www.thebradproject.com.au/tag/viral/ Slide 26: http://www.theqit.com/wp-content/uploads/2011/01/chris-crocker.jpg Slide 30: www.comedycentral.com Slide 31: www.cmt.com Slide 35: www.perdidos6temporada.com Slide 37: http://www.tvojehudba.cz/wp-content/gallery/aerosmith/aerosmith_8.jpg http://realitytvmagazine.sheknows.com/2009/12/26 Slide 41: www.chopper-tattoo.com Slide 43: http://www.businesspundit.com/the-25-worst-business-failures-in-history/ Slide 52: http://vimeo.com/groups/beyondthestill Slide 53: http://www.focusrally.com/ Slide 55: http://www.flickr.com/photos/annieok/2367474086/in/photostream/ Slide 57: http://www.huffingtonpost.com/2011/02/11/egypt-facebook-revolution-wael-ghonim_n_822078.html Additional images provided by Shutterstock.
