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Net Generation: Pop Culture and College Students
Dr. Reynol JuncoLock Haven University
rjunco@lhup.edu
Dr. Jeanna MastrodicasaUniversity of Florida
jmastro@ufl.edu
Announcements
• Net generation survey• Net generation book• Available for consultation• Jeanna is NOT looking for a job
Presentation outline
1. Generations in U.S. history1. Generations in U.S. history
2. Characteristics of millenials2. Characteristics of millenials
3. Research on today’s college students3. Research on today’s college students
4. Communication and the Internet4. Communication and the Internet
5. Pop culture quiz5. Pop culture quiz
6. News sources6. News sources
7. Television and music7. Television and music
2
Generations
•Perceived membership in a common generation
•A set of common beliefs and behaviors
•A common location in history
Generations in the U.S.
• Lost Generation (born 1883-1900)• GI Generation (born 1901-24)• Silent Generation (born 1925-42)• The Boom Generation (born 1943-60)• Generation X (born 1961-81)• Millennials (born 1982-now)
18801895
19101925
19401955
19701985
2000
Millennials: The wanted children
• Children of baby boomers• Parents wait until later in life, more affluent• “Baby on Board” signs• Marketing to children increases: Barney,
Hanson, Spice • Politicians started talking about effects on
children for first time• “Helicopter parents”
3
Diversity of millennial generation
• Most racially and ethnically diverse generation
• 1 out of 5 has at least one immigrant parent; 1 in 10 has at least one non-citizen parent
• More Latino and Asian youths
7 Characteristics of Millennials(Howe and Strauss)
7 Characteristics of Millennials
Achieving
Special
Sheltered
TeamOriented
Pressured
Confident
Conventional
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Special
• Collectively vital to the nation• Individually vital to their parents’ sense of
purpose• Parental involvement in decisions • Feedback and structure for students
Sheltered
• Safety and health focus for students• Security in residence halls• Parents buying homes for students on
campus• Increase in counseling and medical needs• More scrutiny of what happens in
classroom• Post-Columbine era
Confident
• Positive reinforcement from society• Want to reinvent civic order (9/11)• Confident about future—greater danger
and fewer rewards to being different than peers
• High level of trust and optimism• Good news for selves = good news for
country
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Team-Oriented
• Learn, deliver presentations, and get graded in groups
• Activities in teams throughout childhood• Constant contact with peers via cellphone
and IM• Growing gap in gender achievement
(women)
Conventional
• Focus on big brands (e.g. Ivy League schools)
• Grew up with zero tolerance for misbehavior
• More willing to accept adult authority than other generations
• Believe that authority is telling the truth
Pressured
• Two top issues of worry for teenagers: grades and college admissions
• Intense emphasis on planning future• Seek job and life stability• Cheating increases
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Achieving
• SAT scores are the highest since 1974• Focus on not falling behind of peers• Prefer subjects where one can measure
objective progress (math, science)• Focus on accountability in schools• Should become the smartest and best-
educated generation in U.S. history
Mental Health Issues on Campus
Data from: American College Health Association. American College Health Association - National College Health Assessment (ACHA-NCHA) Web Summary. Updated September 2005. Available at:http://www.acha.org/projects_programs/ncha_sampledata.cfm. 2005.
Increase in % of Students Reporting MH Issues
0
5
10
15
20
25
SP2000 SP2001 SP2002 SP2003 SP2004 SP2005
DepressionAnxiety
2005 Freshman Norms
• 385 colleges, 263,710 entering college students in 2005
• Top goals: family, financial success; Lowest: “develop meaningful philosophy in life”(high of 85.5% in 1967)
Hurtado, S., & Pryor, J.H. (2006). The American Freshman: National Norms for 2005. retrieved from www.gseis.ucla.edu/heri/heri.html
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Social & Civic Responsibility
Change from 2004
2005
+3.041.3%Influence social values
+3.233.9%Become a community leader
+4.125.6%(highest since 1996)
Participate in community action programs
+3.966.3%(highest in 25 years)
Help others in difficulty
Important to
Hurtado, S., & Pryor, J.H. (2006). The American Freshman: National Norms for 2005. retrieved from www.gseis.ucla.edu/heri/heri.html
2005 CIRP: College-Going Decisions
• 43.7% cite “parents wanted me to go” as a very important reason
Reason for Attending College:"My Parents Wanted Me To Go"
0
10
20
30
40
50
60
70
1976 1979 1982 1985 1988 1991 1994 1997 2000 2003
Per
cent
"ve
ry im
port
ant"
Hurtado, S., & Pryor, J.H. (2006). The American Freshman: National Norms for 2005. retrieved from www.gseis.ucla.edu/heri/heri.html
2005 CIRP: Motivations for College Attendance
Reason for Attending College:"To Be Able To Make More Money"
0
10
20
30
40
50
60
70
80
90
100
1976 1979 1982 1985 1988 1991 1994 1997 2000 2003
Per
cent
"ve
ry im
port
ant"
Men
Women
Hurtado, S., & Pryor, J.H. (2006). The American Freshman: National Norms for 2005. retrieved from www.gseis.ucla.edu/heri/heri.html
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2005 CIRP: Religious Views & Participation
Frequently Discussed Religion
29.6 30.7 29.8 30.5 30.5 29.6
35.0
0
10
20
30
40
50
1998 1999 2000 2001 2002 2003 2005
Per
cent
"fr
eque
ntly
"
Hurtado, S., & Pryor, J.H. (2006). The American Freshman: National Norms for 2005. retrieved from www.gseis.ucla.edu/heri/heri.html
CIRP Study: Academic Issues
• Grade inflation• Earning an A is at record high• A is becoming norm, rather than C• Still low amount of studying• 34% of students doing 6+ hours per week
of studying
Student Communication
• Internet• Instant Messaging• Blogging• Cell Phones• Text Messaging
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Use of the internet by age group
Age• 18-29 84%• 30-49 76%• 50-64 64%• 65+ 27%
0
10
20
30
40
50
60
70
80
90
18-29 30-49 50-54 65+
Who’s onlineHousehold incomeLess than $30,000/yr 48%$30,000-$50,000 71%$50,000-$75,000 85%More than $75,000 92% 0
102030405060708090
100
<$30,000 $30-50,000
$50-75,000
>$75,000
Educational attainmentLess than High School 28%High School 57%Some College 79%College + 89%
0102030405060708090
100
<H.S. H.S. Some Col College +
– 46% of students reported that email allows them to express ideas to professors they otherwise wouldn’t express in person
– 19% of students reported that they communicate more with professors via email than in person
– 73% of students reported that they use the internet more than the library to search for information
Student Use of Computers
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Student Use of Technology
• According to the Pew American Life Project (2003):– 72% of all students check their email daily– 20% of today’s students began using computers between
age 5 and 8• 85.7% of students reported using a computer
frequently (CIRP, 2004)• 64.1% and 70.2% communicated via email and
IM frequently, respectively (Sax et al., 2003)• First year students spend an average of 16.3
hours per week chatting via IM (Morgan & Cotten, 2003)
IM Use and Multitasking
A comparison of Instant Messaging (IM) use and multitasking while using IM between generations. Source: The PewInternet and American Life Project (2004). How Americans use instant messaging.
0%
10%
20%
30%
40%
50%
60%
70%
Millennials Gen X TrailBoomers LeadBoomers Matures
IM Use and Multitasking by Generation
IM UseMultitask
Blogs
• Web log or blogs are public or semi-public “journals.”
• Bloggers post their entries and readers can post comments.
• Have been successfully used as alternative media.
• Xanga, Livejournal, Myspace
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Blogging
• From Feb 2004 to Jan 2005: 58% increase in blog readership overall (PEW Internet and American Life Project )
• 32 million Americans are blog readers • About 20,000 new blogs created daily
(USA Today)• Currently over 10 million blogs.
Blog Ownership & Readership
A comparison of rates of Blog Ownership and Readership between all adults who use the Internet, teenage Boys and Girls, and college students. Sources: The Pew Internet and American Life Project (2005). Teens as content creators; Mastrodicasa and Kepic (2005).
Age Distribution of Livejournal.com Users
Source: Livejournal.com, November 2005.
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Developing Blog Issues
• Stephanie Klein “Straight up and Dirty”• Employees suspended and fired for
posting about co-workers in personal blogs.
• Video and photo blogs– http://stevegarfield.blogs.com/videoblog/
thefacebook.com
• 9th most visited website on internet• 2.8 million registered users • 800+ colleges and universities—80% of
colleges in US• 10K-20K new users per day• 300 million page-views in 24-hour period• New verb: facebooking – usage “hey,
facebook me”• Security, judicial, time-wasting issues
thefacebook.com example
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Myspace
• “Counterculture” network • Blog with facebook-type friend network
properties• Any individual can join• Music• Now owned by News Corp. (Fox)
Cell phones and text messaging
• About 134 million American adults have cell phones
• 27% of them say they have used the text message feature on those phones within the past month
• 28% say they have received unsolicited commercial text messages on their phone
Text messaging by generations
• Most likely cell phone texters are in Generation Y (ages 18-27): 63% of those with cell phones in that cohort are texters
• 31% of cell phone owners in Generation X (ages 28-39)
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Technology and Academics
• Students are using the Internet for research coupled with a decrease in the use of the library.
• Students assume information on the Internet is legitimate.
• Internet plagiarism issues– Purchasing online research papers– Cut and paste– Turnitin.com
• Kubey, Lavin, and Barrows (2001):– 9% of first year students reported that they
might be “a little psychologically dependent on the Internet”
– 14% reported that their schoolwork had been hurt occasionally, frequently, or very frequently due to Internet use
Technology and Academics
College Student/Pop Culture websites
Connect with other students:• www.thefacebook.com• www.myspace.com• www.livejournal.com• www.ratemyprofessor.com• Fun sites:• www.youtube.com• www.homestarrunner.com• www.ebaumsworld.com
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Video Games
• Gamer culture: Sony Playstation, Nintendo Revolution, Xbox 360
• “Open World” video games• Connection between Hollywood and the
gaming world• Popular game: Halo Average
age: 30!
News Sources
2004 news sources for 18-29 year olds:• 21%: Daily Show or Saturday Night Live• 23%: ABC, CBS, NBC News
In 2000: only 9% watched comedy news, with 39% watching network broadcasts
Pew Research Center for the People and the Press, 2004
Television
• Crime Shows: CSI, Without a Trace, Law and Order, Cold Case, NCIS
• Reality TV: American Idol, Survivor, Apprentice, Bachelor, Extreme Home Makeover
• Shows on MTV/VH1: Real World, Road Rules, Best Week Ever, I love the 80’s (90’s…etc.), 8th & Ocean, Date My Mom, Run’s House, My Super Sweet 16, The Surreal Life
• Revival of the drama: The O.C., Desperate Housewives, Lost, Grey’s Anatomy, 24
• Cartoons: Simpsons, Family Guy, Adult Swim, South Park, King of the Hill, Drawn Together
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Television: A New Approach?
• Current TV• “the television home page for the Internet
generation”• User-submitted content• Shows last 2-7 minutes• Half-hour news updates based on the
most popular Google news searches• Time Shifting
Technology Killed the Radio Star
• Satellite Radio• Music Downloading• PodCasting
Downloading music
• 36 million Americans download music• 7 million of them have downloaded from
someone else’s ipod or mp3 player• 10 million of them have received
music/video from e-mail or IM
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Legal issues with music
• File sharing/buying MP3’s– Kazaa– WinMx– Icarus– Itunes– Napster
• Implications for academic integrity and student understanding of intellectual property. Fuzzy “cheating” boundaries.
• Universities subscribing to file sharing services
Music
• R&B (Ne-yo, Mary J. Blige, Chris Brown, James Blunt)
• Hip-hop still rules (Black Eyed Peas, Eminem)
• Other genres (Nickelback, Gorillaz, All-American Rejects)
• Pop music for some (Kelly Clarkson, Fall Out Boy)
Resources• Higher Education Research Institute. (2003, 2004) The American
freshman: National norms for Fall 2003, 2004. • Howe, N., & Strauss, W. (2000). Millennials rising: The next great
generation. New York: Vintage Books.• Howe, N., & Strauss, W. (2005). Millennials go to college.
Washington, DC: American Association of Collegiate Registrars and Admissions officers.
• Jones, S. (2002, September) The internet goes to college: How students are living in the future with today’s technology. Pew Internet and American Life Project.
• Marano, H. E. (2004, November/December). A nation of wimps.Psychology Today.
• Murray, J. & Serven, S. (2006). FBK 101: Facebook Basics.• Oblinger, D. (2003) Boomers, Gen-Xers, & Millennials:
Understanding the new students. EDUCAUSE Review, 37-47.
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Questions
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