LIFE ONLINE The impact of the changing media ecology 6.7.06 Lee Rainie ThinkTank06 Seton Hall University

LIFE ONLINEThe impact of the changing media ecology

6.7.06Lee RainieThinkTank06Seton Hall University

Experts and information gatekeepers are challenged

There is a libertarian backlash

Crackpot ideas gain circulation

New institutions form

Fights over intellectual property break out

New cultures of identity multiply

New languages arise

BRB: Be Right Back

JK: Just Kidding

LOL: Laughing Out Loud

LYLAS: Love You Like a Sister

NP: No Problem

OMG: Oh My God

OTP : On the Phone

POS: Parent Over Shoulder

ROFL: Rolling on Floor Laughing

TTYL: Talk to You Later

YW: You're Welcome

!-( Black eye

!-) Proud of black eye

#-) Partied all night

#:-o Shocked

%*} Inebriated

%+{ Got beat up

%-) Dazed or silly

%-6 Brain-dead

%-\ Hung over

%-| Worked all night

%\ Hangover

>>:-<< Furious

Boundaries between public and privatebreak down

New professions emerge

Educational methods are changed

Elizabeth Eisenstein: “The Printing Press as an Agent of Change” in the 15th Century

June 7, 2006 13New media ecology

Reality 1

Media and gadgets are ubiquitous parts of

everyday life


Home media ecology - 1975Product Route to home Display Local storage

TV stations phone TV Cassette/ 8-track

broadcast TV radio

broadcast radio stereo Vinyl album

News mail

Advertising newspaper delivery phone

paper

Radio Stations non-electronic

Tom Wolzien, Sanford C. Bernstein & Co


Home media ecology – nowProduct Route to home Display Local storage

cable VCRTV stations phone/DSL TVInfo wireless radio DVD“Daily me” broadcast TV PC Web-based storage content iPod /MP3 server/ TiVo (PVR)Cable Nets broadcast radio stereo PCWeb sites satellite monitor web storageLocal news mail headphones CD/CD-ROMContent from express delivery pager individuals iPod / storage portable gamer MP3 player / iPodPeer-to-peer subcarriers / WIFI cell phone pagers - PDAsAdvertising newspaper delivery phone cable boxRadio stations PDA/Palm game console

game console paperSatellite radio non-electronic storage sticks/disks

Adapted from Tom Wolzien, Sanford C. Bernstein & Co


Ball State: Media use on average day

240.9

135.8

93.480

65.142.2 32.8 32.6

12.2 11.6

0

100

200

300

Min

utes

per

day


Reality 2

Gadgets allow us to enjoy media and carry on

communication anywhere


Mobile devices

• 73% of adults own cell phones

• 45% of teens own them

The communications Swiss Army knife

Percentage of cell owners who use this feature now on their

mobile phones

Don’t use it now, but would like to

have it

Send and receive text messages 35% 13%

Take still pictures 28% 19%

Play games 22% 12%

Access the internet 14% 16%

Send / receive email 8% 24%

Perform internet searches for things like movie listings, weather and stock quotes

7% 24%

Trade instant messages 7% 11%

Play music 6% 19%

Record their own video clips 6% 17%

Get mobile maps 4% 47%

Watch video or TV programs 2% 14%


Mobile devices

• 55% of adults own digital cameras



Mobile devices

• 43% of adults own video cameras



Mobile devices

• 30% of adults own laptops



Mobile devices

• 20% of adults own MP3 players

• ~40% of teens own them


Mobile devices

• 11% of adults own a PDA or Blackberry



Reality 3

The internet is at the center of the revolution


Internet and broadband adoption 1996-2006

0%

10%

20%

30%

40%

50%

60%

70%

80%

Mar-

95

Mar-

96

Mar-

97

Mar-

98

Mar-

99

Mar-

00

Mar-

01

Mar-

02

Mar-

03

Mar-

04

Mar-

05

Mar-

06

All internet - 147 mill.

Broadband - 83 mill.


Download music – 51%Share own creations – 33%

1919

2222

2630313133

3843

515557

7576

8184

89

0 20 40 60 80 100

Create a blogRemix and share f iles

Look for info that’s hard to discussCreate w eb pages

Religious/spiritual infoJob info

Health infoDow nload videos

Share their ow n creationsRead blogs

Buy productsDow nload music

Seek political new sHunt for schools

Use IMGet new s

Play online gamesInfo about about movies, TV

Use emailP

erce

ntag

e of

inte

rnet

use

rs

Activities of young greatly outpace their eldersActivities of young are not as great as their elders

For a full list of activities tracked by PIP please go to: http://www.pewinternet.org/trends/Internet_Activities_4.26.06.htm


Reality 4

Multi-tasking is a way of life – and people live in a

state of “continuous partial attention”

--- Linda Stone


Multitasking and attention deficits: What else were you doing when you last…

Watched TV

Listened to radio

Read a newspaper

Used the internet

Talked on the phone

Watched TV * 9% 38% 17% 54%

Listened to radio

13 * 21 16 30

Read a newspaper

43 21 * 2 14

Used the internet

20 17 2 * 19

Talked on the phone

57 25 14 18 *

Source: Forrester Research, 2004


Kaiser Family Foundation, Generation M, March 2005


Kaiser Family Foundation, Generation M, March 2005


Reality 5

Ordinary citizens have a chance to be publishers,

movie makers, artists, song creators, and story

tellers


33% of online teens share their own creations online, such as artwork, photos, stories, or videos

Content creation


32% have created or worked on webpages or blogs for others, including those for groups they belong to, friends or school assignments

Content creation


22% report keeping their own personal webpage

Content creation


19% have created their own online journal or blog

Content creation


Content creation

19% say they remix content they find online into their own artistic creations


Steve Bartman’s journey



Reality 6

The internet is becoming a privileged information and communications medium

and that changes expectations and behavior


Expectations of internet users– 2002

Expect to find online

Up-to-date news 85%

Basic government info 82%

Health / medical info 81%

Products and services info 79%

Locate a person 58%

Total who used internet

% relevant internet users who say int. played crucial / important role

Overall growth > 2002

Bought a car

(62.5 mill.)

29 million 27%

17 million

21%

Got more education / training for career

(53 mill.)

35 million 39%

21 million

50%

Chose a school for me / my child

(39.5 mill.)

27 million 45%

17 million

55%

Helped another with a serious illness

(66.5 mill.)

33 million 24%

17 million

55%

Made major investment

(56 mill.)

29 million 29%

16 million

77%

Internet use at major life moments

Total who used internet

% relevant internet users who say int. played crucial / important role

Overall growth > 2002

Found a new place to live

(32.5 mill.)

16 million 33%

11 million

25%

Changed jobs

(34 mill.)

14 million 25%

8 million

17%

Dealt myself with a major illness

(26 mill.)

12 million 26%

7 million

16%

Got married

(7 mill.)

3 million 24%

1.6 million

63%

Internet use at major life moments


Reality 7

The mass market is fragmenting and heavy

internet users are different consumers from lighter users and non-users

Fragmented media environment(% of all Americans who “regularly” go to news source: PRC People/Press)

0

10

20

30

40

50

60

70

1994 1996 1998 2000 2002 2004

Local TV

Natl TV news

Cable news

Newspapers

Radio

Online News

Getting News on the Typical Day: Elite Broadband Users Versus the Rest

(% of who say they get news from specific source ‘yesterday’)

“High-powered”home broadband

All other home broadband

Local TV 59% 54%

National TV 52 46

Radio 53 47

Local paper 43 35

Internet 71 24

National paper 21 14

Average no. of sources 3.0 2.2

Number of cases 395 619

Source: Pew Internet Project December 2005 survey.


Reality 8

Power, influence, and relations between media

producers and consumers change in a “prosumer”

world

Industrial AgeBroadcast Model

Information AgeMany-to-many model

Gary BrolsmaNew Jersey

Walter CronkiteNew York


Reality 9

Social networks matter more and more in the

“Long Tail” world and in a world where personal

tagging is commonplace


Amazon, Rhapsody/iTunes, NetflixT

raff

ic

Content

20%-40% of traffic or salesin the “long tail”

The Internet’s Role in Making an Important DecisionWhat specific role did the internet play in the event for which the internet played an

important or crucial role?For respondents who said the internet played a crucial or important role in buying a car, making a major investment, getting

additional career training, choosing a school for self or child, or helping someone with a major illness or health

condition.

Help you find advice and support from other people 34%

Help you find information or compare options 30

Help you find professional or expert services 28

Source: Pew Internet & American Life Project March 2005 Survey. The margin of error ±5% for the 560 respondents to this question.


Reality 10

Everything will change even more in coming years


The J-curve laws

• Computing power doubles every 18 months – Moore’s law

• Storage power doubles every 12 months – disk law

• Communications power doubles every 2-3 years with improvements in fiber optics and compression – Gilder’s law– Spectrum power is enhanced with efficiency

improvements in spectrum allocation and use


Smart mobs – Howard Rheingold

Digital age shifts in learning -- Brown and Duguid

TEXT TEXT+IMAGE

BEING TOLD(authority based)

DEDUCTIVE (linear)

DON’T KNOWWON’T TRY

INFORMATION RICH

NAVIGATION MEDIA

DISCOVERY, EXPERIENTIAL

BRICOLAGE + JUDGMENT

(lateral)

DON’T KNOW – LINK, LURK & TRY

literacy literacy literacy

John Seely Brown and Paul Duguid, Social Life of Information

action

reasoning

learning

Life orientation moves from households to individual networks

Wellman’s vision

• Individualized Networking• Little Awareness of Context of Place• Multiple Specialized Relationships• Partial Membership in Multiple Networks• Long-Distance Relationships• More Transitory Relationships• Online Interactions Linked with Offline• More Uncertainty, More Maneuverability• Possibly Less Caring for Strangers• More Weak Ties

The Industrial Age education model

the clueless,teacher-dependentpupil

Underlying world view, Industrial Age education

Expert knowledge and processes

Teacher

Pupil

Aides

All other possible

inputs from people,

Institutionsand

info sources

The Information Age education model

the net-savvy,well-connected, teacher-independent end-user

NET-SAVVYLEARNER my reference

materials and texts

my searchengine

my personal network

my teachersmy favoriteresearch

sitesmy peers

my taggedresearch aids

my onlinetutors qualityware

& communityware

Underlying world view, Information Age learner


Thank you!

Lee Rainie

Director

Pew Internet & American Life Project

1615 L Street NW

Suite 700

Washington, DC 20036

[email protected]

202-419-4500

Documents

LIFE ONLINE The impact of the changing media ecology 6.7.06 Lee Rainie ThinkTank06 Seton Hall University